숏폼 AI 광고에 대한 대학생의 인식과 태도 연구: 유튜브 숏츠 광고의 신뢰성 판단, AI 광고 인식 및 플랫폼 신뢰 영향을 중심으로

초록

This study qualitatively examines college students’ experiences with YouTube Shorts advertising by investigating how they perceive and assess the credibility of Shorts ads, what attitudes they hold toward exaggerated, false, and deceptive ads, how they interpret AI-generated Shorts ads, and how these advertising experiences influence trust in the platform and usage behaviors. Findings indicate that college students generally interpret Shorts ads with low baseline trust and evaluate credibility under an assumption of “doubt first,” drawing on multiple cues such as the source (official brand/channel), message style (overly definitive claims and extreme before–after depictions), social cues (comments and reviews), and follow-up verification behaviors (searching and cross-checking). Exaggerated, false, and deceptive ads are quickly recognized through recurring formats, and the resulting disgust and fatigue lead to immediate avoidance (skipping), negatively affecting purchase intentions and brand evaluations. AI-generated ads further reduce credibility due to perceived unnaturalness, with particularly strong resistance to identity-mimicking executions such as virtual influencers and deepfakes. Moreover, repeated exposure to problematic ads strengthens perceptions of insufficient platform screening and governance, thereby undermining overall trust in YouTube and reinforcing suspicion and avoidance-oriented usage toward both ads and content. Overall, these results suggest that credibility formation and erosion in short-form advertising occur through cue-based judgments and affective responses, highlighting the need for stronger regulation of exaggerated/deceptive advertising, more refined disclosure standards for AI-generated ads, and greater platform accountability.

키워드