사회자본과 지각된 억제성이 조작적 의도에 대한 추론과 메시지 신뢰성을 통해 SNS 광고태도 및 SNS 지속적 이용의도에 미치는 영향

As the traffic of SNS users increases, many companies actively utilize SNS as a new advertising platform. In recent years, SNS advertisements have often been exposed to consumers in an inappropriate form, such as overblown content or excessive content, in order to attract consumers' attention. Prior research on SNS advertisements focused on factors that effect positively on effectiveness of SNS advertising, but there are insufficient researches to identify the factors which effect negatively on effectiveness of SNS advertising concretely. Thus, the purpose of this research is to analyze the effect of positive factors and negative factors on effectiveness of SNS advertising comprehensively, and expand research on users’ attitude and behavior intention toward SNS advertising. Thus, in this research, we investigated the structural relationships between inferences of manipulative intent, message credibility, SNS advertisement attitude and SNS continuous use intention with social capital(bridging social capital, bonding social capital) and perceived inhibitor(intrusiveness, personal information concern) as a leading variable, then the main results are as follows. First, bridging social capital of SNS user has a positive(+) effect on inferences of manipulative intent and message credibility, but bonding social capital does not have significant effect on inferences of manipulative intent and message credibility. Second, intrusiveness of advertising and personal information concern of SNS user have a positive(+) effect on inferences of manipulative intent, but have a negative(-) effect on message credibility. Third, inferences of manipulative intent has a negative(-) effect on SNS advertisement attitude and SNS continuous use intention, but message credibility has a positive(+) effect on SNS advertisement attitude and SNS continuous use intention. Lastly, SNS advertisement attitude has a positive(+) effect on SNS continuous use intention. Based on the results from this research, several contributions and implications can be drawn. First, in this study, we identified the differential effect on consumer attitudes and behaviors depending on the type of social capital. Second, this research extended the scope of research about SNS advertising through focusing on SNS users' interactive characters, cognitive characters and psychological factors and identified the relationship between inferences of manipulative intent, message credibility, SNS advertisement attitude and SNS continuous use intention. In addition, the results of this research can provide practical guidelines to develop effective advertising strategies for companies which promoting SNS as a marketing tool. At the end of this research, the limitations of this research and future research directions are presented.