UGC 광고의 다차원 지각 가치를 통한 소비자 인게이지먼트: 브랜드 진정성의 조절 역할

Abstract

Purpose The aim of this research is to comprehend the association among multidimensional perceived value(i.e., perceived value of informativeness, entertainment, sociability aspects), consumer brand hashtag engagement, and purchase intention in relation to user generated content(UGC) advertisements. Furthermore, the study investigates the moderation effects of brand authenticity between consumer brand hashtag engagement and purchase intention. Methods A survey was conducted to gather data for this study, resulting in 272 valid responses from consumers who had purchased products or used services through UGC advertisements. To examine the correlation between focal variables, this research employed structural equation modeling through AMOS 21. Results The outcomes showed that informativeness, entertainment, and sociability value aspects affected consumer brand hashtag engagement toward UGC advertisements, which in turn had a positive effect on purchase intention. Additionally, it has been identified that brand authenticity in relation to UGC advertising moderates the association among consumer brand hashtag engagement and purchase intention. Conclusion This study emphasizes the importance of consumer perceived value and consumer brand hashtag engagement through their UGC advertisements and adds to the current literature on brand management.