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The Korean Society for Journalism & Communication Studies - Vol. 65 , No. 4

[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 65, No. 3, pp.39-79
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 30 Jun 2021
Received 07 Apr 2021 Revised 04 Jun 2021 Accepted 07 Jun 2021
https://doi.org/10.20879/kjjcs.2021.65.3.002

먹방의 광고 고지 및 시청 동기가 식품 섭취 의도에 미치는 영향
안순태** ; 이지윤***
**이화여자대학교 커뮤니케이션·미디어학부 교수 (soontae@ewha.ac.kr)
***이화여자대학교 커뮤니케이션·미디어학부 박사수료 (jiyoon84.lee@gmail.com)

Effects of Ad Disclosure and Motivation for Watching Mukbang on Viewers’ Eating Intent
Soontae An** ; Jiyoon Lee***
**Professor, Division of Communication and Media, Ewha Womans University, corresponding author (soontae@ewha.ac.kr)
***Doctoral Candidate, Division of Communication and Media, Ewha Womans University (jiyoon84.lee@gmail.com)
Funding Information ▼

초록

인플루언서나 유튜버 등이 금전적인 대가를 받고도 받지 않은 것처럼 가장하는 뒷광고 논란에 대해, 공정거래위원회에서는 유료광고임을 표시하도록 하는 가이드라인을 제공하고 있다. 본 연구에서는 이러한 유료 광고 표시, 즉 광고 고지가 먹방에서 나타날 때 광고 고지가 먹방 속 식품의 섭취 의도에 미치는 영향을 살펴보고, 특히 먹방을 시청하는 동기에 따라 광고 고지의 효과가 달라지는지 탐색적으로 살펴보았다. 총 329명의 성인들이 연구에 참여하였으며, 이들은 광고가 고지된 먹방과 광고가 고지되지 않은 먹방을 시청하였다. 연구를 위하여 총 7가지의 시청 동기가 측정되었다: 1) 지루한 시간을 보내기 위해, 2) 스트레스 해소를 위해, 3) 습관적으로, 4) 다른 사람의 추천이나 매체의 호평, 5) 유익한 정보를 얻기 위해, 6) 대리만족을 위해, 7) 재미있어서. 연구 결과에 따르면 광고 고지는 실험 참여자들의 광고 인지를 향상시키는 데 효과가 있는 것으로 나타났다. 따라서 공정거래위원회의 가이드라인에 따른 광고 고지는 시청자의 입장에서 광고임을 인지하는 데 효과적일 것으로 기대된다. 또한 시청 동기의 측면에서, 7가지 시청 동기 중 3가지의 시청 동기만 유효한 조절 효과를 갖는 것으로 나타났다: 다른 사람의 추천이나 매체의 호평, 유익한 정보를 얻기 위해, 대리만족을 위해. 연구 결과에 따르면 3가지 시청 동기가 높은 사람은 광고의 고지가 있을 때 먹방에 등장하는 식품에 대한 섭취 의도가 증가하는 것으로 나타났다. 이와 같은 시청동기는 시청자가 목적 지향적인 시청을 하는지 또는 의례적인 시청을 하는지에 따라서 도구적 시청과 의례적 시청으로 나눌 수 있는데, 이에 따르면 시청자가 도구적 시청을 통해 먹방을 보는 경우 광고 고지와 식품 섭취 의도 사이에서 시청자의 시청 동기가 조절효과를 가져온다는 것을 알 수 있다. 본 연구는 유튜브 등에 대해 처음으로 시작된 광고 고지의 효과를 살펴본 첫 시도라는 점에서 시의성을 가지며, 시청 동기에 따라 먹방 시청자의 식품 섭취 의도가 세분화될 수 있다는 점을 발견했다는 점에서 의의를 가진다.

Abstract

Korea Fair Trade Commission(KFTC) requires influencers or Youtubers to disclose sponsorship when they receive monetary compensation by using words like “paid ad”. This guideline is now applied to Mukbang(popular online eating show) video to clarify whether a Mukbang show advertises food in the video. This study explored how the motivation to watch Mukbang video effects viewers’ eating intent in relation to the ad disclosure on Mukbang video. Since habitual Mukbang watching is related to viewers’ unhealthy eating habit, it is critical to study whether the viewers perceive ad disclosure on Mukbang and how they are influenced by the ad in terms of eating intent. Participants were 329 adults aged 19-39 and they watched two types of Mukbang video with ad disclosure and without ad disclosure. After watching the video, the participants’ eating intent and watching motivation for Mukbang video were asked. Seven watching motivations of the participants were measured for this study: 1) relieving boredom, 2) relieving stress, 3) watching as a habitual behavior, 4) recommendation from others or favorable comments in the media, 5) seeking useful information, 6) vicarious satisfaction, and 7) having fun. Those motivations for watching reflects audiences’ viewing types including instrumental viewing and ritualized viewing. The results found that the participants’ eating intent did not demonstrate any significant difference between ad-disclosed group and non-disclosed group. Regarding watching motivations, only three motivations showed significant interaction effects with the ad disclosure condition: Recommendation from others or favorable comments in the media, seeking useful information, and vicarious satisfaction. According to the results, highly motivated participants’ eating intent was higher than low motivated participants when ad disclosure was available. The difference between significant watching motivations and non-significant watching motivation showed that viewers’ instrumental viewing is related to the moderating effect. The three significant watching motivations are considered as instrumental viewing, in other words, the effect of ad disclosure was significant when the viewers are purposefully watching Mukbang. In contrast, when the viewers are watching Mukbang without any instrumental purpose (ritualized viewing), the effect of ad disclosure was not significant. The results of this study provide a timely assessment on the effects of ad disclosure. Mukbang could affect viewers’ health including eating habit, and therefore, understanding the effect of ad disclosure on Mukbang would be beneficial. Also, the current study points out the role of watching motivations to moderate effects of ad disclosure for Mukbang.


Keywords: Mukbang, ad disclosure, watching motivation
키워드: 먹방, 광고고지, 시청동기

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5A2A03046205) (이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행되었음 (NRF-2019S1A5A2A03046205).)


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