코즈마케팅 메시지의 기부율-위치관계가 시각적 주의에 미치는 영향 : 아이트래커를 활용한 탐색적 연구 = The Effect of Donation Rate-location on Visual Attention in Cause-related Marketing Message: Focused on Using Eye-tracker

국문 초록 (Abstract)

최근 급격히 증가한 착한 소비에 대한 관심은 기부에 관한 연구로 확장되고 있다. 하지만 기존 연구는 기부메시지 표현식과 기부비율 등이 기부제품평가 및 기부의도에 미치는 영향에 초점을 맞추었을 뿐, 기부율과 제시된 위치의 은유적 연상 작용이 정보처리과정에 줄 수 있는 영향을 다룬 연구는 부족한 실정이다. 이에 본 연구의 목적은 기부율-위치관계에 따라 시각적 반응에 어떤 차이가 나타나는지 규명하는 것이다. 또한 시각적 주의의 양을 측정하기 위해 아이트래커를 활용하였다. 연구결과, 수직적 위치효과(상하) 관점에서 낮은 수준은 기부율은 하단보다는 상단에 제시된 위치에서 상대적으로 빨리 지각되었고, 시선이 오랫동안 고정되었으며, 높은 응시비율을 나타내었다. 또한 수평적 위치효과의 관점에서 나타난 지렛대효과는 자연스럽게 무게중심을 왼쪽에서 오른쪽으로 이동함에 따라 Cause-related Marketing Massage(CMM)의 핵심요소인 기부율에 관한 정보는 그 수준에 무관하게 오른쪽에 제시되었을 때 시각적 주의를 집중시켰다. 그러나 이러한 결과 역시 저기부율-위치관계에서만 유의하게 나타났다. 이러한 연구결과를 토대로 본 연구는 CMM 요소들 간의 상호작용을 고려한 제시방식에 관한 학문적 실무적 시사점을 학계와 업계에 제안하고자 한다.

다국어 초록 (Multilingual Abstract)

Recently, consumers have been interested in ethical consumption and it s leading to purchase the products or services that are donated in which part of the amount of paid. According to prior researches on donation, they have been focused on the effect of donation messages and presentation methods, and donation rate on donated product evaluation and the intention of donation. Therefore, the purpose of this study examines interactive effect of the relationship between the level of donation rate and vertical (up vs. down)-horizontal (right vs. left) location on visual response for the engagement on the donation without both financial and psychological stress. To achieve the purpose of the study, an eye-tracker was used by collecting date related to entry time, dwell time, and participant hit rate. The result shows that in aspect of vertical location effect (up-down), the low level of donation rate (10%) was recognized quickly in the upper location given than the lower location and the attention lasted for a long time and also showed high rate of gaze. Also the leverage effect that appeared in horizontal location effect showed as its weight naturally transferring from left to right, the core factor of Cause-related Marketing Massage (CMM) which is the information related to donation rate showed focused visual attention when it was suggested on the right regardless of its level. However, this result was not significant statistically in the case of high level of donation rate-location. Based on the result of this study, theoretical and practical implications for visual effective CMM were discussed.

목차 (Table of Contents)

• I. 서 론 II. 이론적 배경 III. 연구방법 IV. 결 론 참고문헌

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