관여도, 제품에 대한 사전지식, 광고유형이 광고효과에 미치는 영향에 관한 연구 = (A) study on the effects of the involvement, the prior knowledge of the products, and types of advertisement

국문 초록 (Abstract)

동일한 광고메시지라 할지라도 소비자의 특성이나 관심 정도에 따라 광고효과가 다르게 형성될 수 있다는 관점에서 출발한 본 연구에서는 먼저, 소비자의 사전지식 수준(높음낮음), 광고유형(속성광고혜택광고)에 따른 광고효과를 알아본 후 관여도(높음낮음), 사전지식 수준(높음낮음), 광고유형(속성광고혜택광고)에 따른 광고효과에 대해서 알아보았다. 이를 위해 다음과 같은 연구문제와 이를 검증하기 위한 연구가설을 설정하였다. 연구문제 1)사전지식 수준과 광고유형에 따른 광고효과(광고이해도광고태도제품태도구매의도)는 차이가 있는가? 연구문제 2)관여도와 사전지식 수준, 광고유형에 따른 광고효과(광고이해도광고태도제품태도구매의도)는 차이가 있는가? 연구방법으로는 총 325명을 대상으로, 소비자의 관여도 수준(높음낮음), 사전지식수준(높음낮음)과 광고유형(속성중심광고혜택중심광고)으로 구성된 2×2×2요인설계(factorial design)를 하였고, 통계분석을 위해서 변량분석(two-way ANOVA, three-way ANOVA)을 사용하였다. ‘연구문제 1)’에서는 연구가설을 통해 사전지식 수준이 상대적으로 높은 소비자는 혜택광고보다 속성광고에 대한 광고이해도, 광고태도, 제품태도, 구매의도가 더 높을 것인지의 여부를 알아보았다. 연구결과, 사전지식 수준이 상대적으로 높은 소비자는 속성광고에 노출되었을때, 광고이해도, 제품태도, 구매의도가 높은 것으로 나타났다. 또한 소비자의 사전지식 수준이 높을수록 속성광고에 대한 전반적인 광고효과가 더 높다는 사실을 알 수 있었다. ‘연구문제 2)’에서는 연구가설을 통해 관여도 수준에 따라 광고이해도의 차이가 있는지를 알아본 후, 고관여와 저관여 상황, 소비자의 사전지식 수준, 광고유형에 따른 광고효과에 대해서 알아보았다. 그 결과, 사전지식 수준이나 광고유형에 상관없이 관여도가 높으면 광고효과가 높은 것으로 나타났다. 본 연구결과를 종합해 보면, 제품에 대한 소비자의 사전지식 수준이 높을수록 속성광고에 대한 광고효과가 더 높게 나타난다는 것을 알 수 있다. 또한 소비자의 관여도가 높으면 광고물에 대한 전체적인 광고이해도, 광고태도, 제품태도, 구매의도가 더 높아짐을 알 수 있다.

다국어 초록 (Multilingual Abstract)

In this research, started from the viewpoint that the advertising effects of the same advertising message are various according to the features and interests of consumers, firstly, the previous recognition of consumers and advertising effects according to advertising types (attribute advertisements benefit advertisements) were surveyed, and then involvement degrees, the previous recognition of consumers and advertising effects according to those types were surveyed. For this purpose, the research items as follows selected and research hypotheses to verify them were established. RQ 1): Is there any difference in advertising effects (the degree of understanding advertisementsadvertising attitudesproduct attitudespurchase intentions) among different levels of previous knowledge and advertising types? RQ 2): Is there any difference in advertising effects (the degree of understanding advertisementsadvertising attitudesproduct attitudespurchase intentions) among the degree of involvements, the level of previous knowledge and advertising types? Three hundred and twenty five persons were selected as a sample for 2×2×2 factorial design composed of the involvement degrees of consumers (highlow), previous knowledge (highlow), and advertising types (attribute advertisementsbenefit advertisements), and then two-way ANOVA and three-way ANOVA were used for statistical analysis. For the RQ 1), it was examined through research hypotheses whether consumers with relatively high previous knowledge showed high degree of understanding advertisements, advertising attitudes, brand attitudes and purchase intentions towards attribute advertisements rather than towards benefit advertisements. The result was that consumers with relatively high previous knowledge showed high degree of understanding advertisements, brand attitudes and purchase intentions when exposed to character advertisements. In addition, consumers with relatively high previous knowledge showed high degree of total advertising effects to character advertisements. In this RQ 2), it was examined whether there is any difference in the degree of understanding advertisements among various involvement degrees, and then, the advertising effects of highlow involvements, previous understanding degrees of consumers and advertising types were examined. The result was that higher involvements showed higher advertising effects regardless of the level of previous knowledge or advertising types. Through these results, it can be known that higher previous knowledge levels of consumers show higher advertisement effects to attribute advertisements. In addition, consumers with relatively high previous knowledge show high degree of understanding advertisements, advertising attitudes, brand attitudes and purchase intentions to advertisements.