This study focuses on the essential characteristics of native advertising. The purpose of this study is to clarify the factors affecting the consumer response of native advertisements. The sample consisted of 265 SNS users between the ages of 19 and 29. The results of this study are as follows. First, advertising recognition on native advertising was significantly related to contents attitude. Second, the persuasion intention and product involvement were suggested as a leading factor affecting native advertisement. The intention of persuasion has a significant influence on advertising recognition on native advertising, but we could not find any relationship between product involvement and advertising recognition. Third, the effect of persuasion intention and product involvement on contents attitude, unlike setting direction of hypothesis, persuasion intention positively influenced contents attitude. Product involvement was significantly related to contents attitude. Finally, we examined the effect process of native ads from the viewpoint of acceptance and proliferation. The results showed that the contents attitude is positively related to the contents sharing intention. The contents attitude and the contents sharing intention have a positive effect on the brand attitude. Based on these results, theoretical and practical implications were discussed, as were some directions for further research.