숏폼 동영상 틱톡(TikTok)의 광고 윤리성에 대한 상호지향성 연구

Abstract

This study applied the coorientation model to examine the differences in perceptions and understanding of ethical issues in advertising among Chinese male and female consumers. The debate and criticism on the ethics of advertising has become more intense in the digitalization and online environment of advertising. Recently, short-form video has been growing rapidly, and many advertisers are utilizing it as an advertising medium. In particular, TikTok and other short-form video platforms are heavily used by teenagers, so advertisers are exposing their ads to teenagers through short-form video platforms. Since short-form videos such as TikTok need to expose and imprint advertisements on users in a short period of time, the expression of advertisements is very powerful and irritating. This raises the ethical issue of advertising. The study conducted an online survey of 300 male and female consumers aged 10 and above in China. The results showed that attitudes toward TikTok ads were neither positive nor negative, and there were no significant differences between male and female consumers on any of the four items that comprise attitudes toward TikTok ads. In other words, gender does not affect attitudes toward TikTok ads. Here are the results of the Coorientation analysis. First, we looked at . The purpose of is to examine the extent to which male and female Chinese consumers agree on the ethics of TikTok's ads. To do this, we divided Chinese male and female consumers into two groups and conducted an independent samples t-test. The results showed that there were no statistically significant differences between the two groups on any of the eight items that comprise the ethics of TikTok's ads, i.e., agreement was high. Next is .