소비자의 사전지식이 광고 메시지 유형과 제품유형에 대한 소비자의 제품태도에 미치는 영향 = The Effects of Prior Knowledge and Ad Types on Consumer Attitude between Hedonic and Utilitarian Products

국문 초록 (Abstract)

  본 연구의 목적은 소비자가 가지고 있는 사전 지식에 따라 크게 지식이 많은 집단과 적은 집단으로 나누고 제품의 속성을 크게 쾌락적 제품(hedonic products)과 실용적 제품(utilitarian products)으로 나눈 후 광고 메시지의 두 대표적인 유형인 정보전달형과 이미지 광고로 분류하여 각 소비자의 반응을 비교 분석하는 것이다. 즉, 제품의 이미지 광고 혹은 정보전달형 광고를 접했을 때 소비자의 사전 지식 수준이 제품에 대한 태도에 어떤 영향을 미치는지 알아보고자 하였다. 특히 쾌락적 제품과 실용적 제품에 따라 소비자의 제품태도에 어떠한 영향을 미치는 지에 대해서 살펴보고자 하였다.<BR>  실험결과를 살펴보면 다음과 같다.<BR>  첫째, 사전지식 수준이 낮은 소비자의 경우 실용적 제품에 대한 제품태도에 있어서 이미지형 광고는 정보전달형 광고에 비해 더욱 긍정적이었다. 그러나 쾌락적 제품에 있어서는 정보전달형 광고가 이미지형 광고에 비해 제품태도에 더욱 긍정적이었다. 둘째, 사전지식 수준이 높은 소비자에 있어서 제품태도는 제품유형에 관계없이 이미지형 광고가 정보전달형 광고에 비해 더욱 긍정적이었다.

다국어 초록 (Multilingual Abstract)

  The effects of consumer knowledge on advertising processing and product judgements has emerged as an independent area of marketing research. Interest in this topic has been fueled by the observation that experts and novices can be prompted to process the ad message in detail. The types of ad message contents affect experts" and novices"s responses. When ad message contains image or informative contents, we examined the effect of consumer knowledge on consumers" product attitudes, depending on the two types of product feature: hedonic or utilitarian.<BR>  Experts and novices were exposed to one of two types of ad messages: one with product image or one with product information. The experimental design involved two levels of prior knowledge(experts vs. novices), two types of advertising messages(image vs. informative), and two types of product features(hedonic vs. utilitarian). Experts and novices would respond differently to the two types of ad messages and product features. The main result shows that experts would form more favorable attitudes on image advertising no matter what kind of product features are. Novices would show more favorable attitudes on informative advertising, when hedonic products were given, whereas they would show more favorable attitudes on the image advertising, when utilitarian products were given.

목차 (Table of Contents)

• Ⅰ. 서론
  Ⅱ. 이론적 배경 및 가설설정
  Ⅲ. 실험
  Ⅳ. 가설검증
  Ⅴ. 결론
  참고문헌
  Abstract
  

참고문헌 (Reference)

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