정보원 유형과 제품 관여도에 따른 광고효과에 관한 연구 (A Study on the Advertisement Effects ased on Advertisement Model Category & Product Involvement)

서지정보

· 발행기관 : 한국소통학회
· 수록지 정보 : 한국소통학보 / 27호 / 97 ~ 124페이지
· 저자명 : 진석, 이시훈

초록

본 연구는 정보원인 광고모델 유형과 광고하는 제품의 관여도에 따른 광고효과 차이를 검증하는 것을 연구목적으로 하고 있다. 총 120명의 중국 소비자를 대상으로 조사한 결과, 스포츠 스타와 연예인 모델 간에 광고태도, 브랜드태도, 구매의도는 통계적으로 유의한 차이가 있는 것으로 나타났고, 스포츠 스타 모델이 광고태도, 브랜드태도, 구매의도에서 모두 긍정적으로 인식되는 것으로 나타났다. 하지만 제품 관여도에 따른 광고효과를 비교한 결과 광고태도, 브랜드태도, 구매의도에 대한 통계적으로 차이가 없는 것으로 나타났다. 마지막으로 제품 관여도별 모델 유형에 따른 광고 효과 차이를 살펴본 결과, 관여의 수준과 관계없이 스포츠 스타의 광고효과가 더 높게 나타났다.

영어초록

This study has its purpose in examining the effectiveness of advertisement model by category according to product involvement, deeming that advertisement models serve as the source of message delivery under communicative situations. It is advisable that variable is taken into consideration for studying the advertisement effects according to each model. This research serves to acutely examine advertisement effects by considering product involvement. The results are as follows: First, statistics displayed that there were meaningful differences between the advertisement attitude, brand attitude, and purchase intentions according to sports stars and celebrity models. In particular, sports star models displayed positive recognition in both advertisement attitude and brand attitude. Second, the results of comparison between advertisement effects according to product involvement displayed no difference between advertisement attitude, brand attitude and purchase intentions. Lastly, the advertisement attitude, brand attitude, and purchase intentions in relation to non-involved products displayed that sports stars had higher levels of advertisement effects in comparison to celebrity stars, based on comparative results of purchase intentions by customer according to model category and product involvement. This result was also applicable to results in products with high-level of involvement, where sports stars displayed a higher level of advertisement effects. Based on these results, it can be presumed that advertisement attitude, brand attitude and purchase intentions are unaffected by level of involvement. Such results are assumed to come from the fact that both sports stars and celebrities fall under the category of public figures.

참고자료

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