소비자 가치유형과 광고소구 유형에 따른 광고효과 연구 : 건설광고를 중심으로 = (A) Study on the effect of advertising through the type of appeal and consumer's value : With focus on the housing advertising

다국어 초록 (Multilingual Abstract)

Despite rapid economic development, our country has suffered from the housing shortage problem for the past two decades. To solve this, the government promised to build two million houses and now they have carried on their plan. Also, they are planning to build the total number of two point five million new houses during the 7th Economic and Social Development Period beginning in 1992. According1y, housing market has been changing from seller's market to buyer's market, and the needs of consumers are diversified. Under this environmental change, housing companies must pursue differentiation so as to have competitive advantage against competitors.
Nowadays, when consumers decide to purchase, they depend on what they think is right or important rather than the product information. Historically, the value systems which individuals hold have been thought to be a major influence on human behavior. Generally defined as relatively abstract life-shaping standards and goals, personal and group values have been examined as an important link to understanding human behavior in sociological, psychological contexts. Values are regarded as the most abstract type of social cognitions that help to know and to understand the individual's adaptation to the surrounding circumstances. They are acquired during childhood and adolescence by influence of others(relatives, friends,..) and thus are relatively stable although undergoing variations linked with changes in life cycle status.
And the current study puts its principal objective on how advertisement expression types (verbal/visual advertisement) affect consumers' attitudes, under the conditions that involvement(high/low involvement) and appeal type(rational/emotional appeal) interact mutually. Method of appealing could be divided into rational appealing which emphasizes on product's attributes and convenience and emotional appealing which focused on consumer's psychological and social desire. Also the study about appealing type could be changed according to the method to approach to product characteristics, involvement, product life cycle, brand preference, competition situation, and competition plan out. etc.
The purpose of this study was to examine how much the type of appeals by consumer's value are effective on advertising effects such as toward the ad(Aad), brand attitude(Ab), and intention to purchase the brand(Ib).
Literature review, and consumer survey demonstrate that the types of the appeals and values are one of the most important factors in consumer's purchase decision.
In this purpose, this study tried to find an answers for the following four research questions:
RQ1 : Are there difference in Aad according to the types of appeal/consumer's value?
RQ2 : Are there difference in Ab according to the types of appeal/consumer's value?
RQ3 : Are there difference in Ib according to the types of appeal/consumer's value?
RQ4 : How affect the types of appeal/consumer's value on Aad?Ab?PI?
To test study problem, in this thesis, research adopted questionnaire, and subjects consisted of 230 undergraduate students in seoul.
All subjects were sampled conveniently and randomly assigned to appeals type(emotional/rational) and consumer's values(social/individual). Several ways are available to measure the values structure of respondents. Well-Known are the List Of Values(LOV), which use ranking of values in a list or value-related statements to be rated on Likert-type scales(7 scales).
According to the results, the most of RQ are significant. Especially, there are many differences in the emotional appeal type. And among the types of consumer's value, individual value made differences. Respondents who exposed the ad made in emotional are more likely prefer to Aad/Ab than in rational regardless of the types of value. In addition to these result, the types of ad appeal had more effect on Aad/Ab/Ib than of consumer's values.
These results imply to marketers want to operate the housing advertising effectively. That is to say, the emotional type is more likely appeal to consumer regardless of their values, sex, and vehicles(TV, Radio, Newspaper, etc).

목차 (Table of Contents)

• ［目次］
• Ⅰ. 서론 = 1
• 1. 문제 제기 및 연구목적 = 1
• 2. 연구의 범위 및 구성 = 4
• Ⅱ. 관계문헌의 고찰 = 5
• 제1절. 광고의 효과과정 = 5
• (1) 광고에 대한 태도(Aad)의 고찰 = 5
• (2) 광고에 대한 태도(Aad)의 역할에 대한 고찰 = 7
• (3) 상표태도(Ab)에 대한 광고태도(Aad)의 영향 = 9
• (4) 광고에 대한 태도의 결정변수 = 11
• 1) 광고의 신뢰성(Credibility of the ad.) = 12
• 2) 광고의 인지(perception of the ad.) = 13
• 3) 광고주에 대한 태도(attitude toward the advertiser) = 14
• 4) 광고에 대한 일반적인 태도(general attitude toward ad.) = 14
• 5) 분위기(Mood) = 15
• 제2절. 광고의 소구방식에 대한 고찰 = 16
• (1) 광고소구의 정의와 유형 = 18
• 1) 감성적 소구(emotional appeal) = 18
• 2) 이성적 소구(rational appeal) = 19
• (2) 소구 유형에 따른 광고효과 = 20
• 제3절. 소비자 가치 유형에 관한 고찰 = 25
• (1) 소비가치의 의의 = 25
• 1) 가치의 정의 = 25
• 2) 소비가치의 의의 = 26
• (2) 소비자가치가 소비자 행동에 끼치는 영향 = 28
• 1) 소비자 행동에 대한 가치지향성의 영향 = 28
• 2) 구매결정에 있어서 가치의 영향 = 29
• (3) 대학생 소비자의 특성 = 30
• (4) 소비자 가치의 측정방법 = 32
• 1) Rokeach에 의한 Rokeach Value Survey(RVS) = 33
• 2) Kahle의 LOV(List of Values) = 35
• 3) VALS(Values and Lifestyle Survey) = 37
• Ⅲ. 연구모형 및 연구문제 = 40
• 1. 연구모형 = 40
• 2. 연구문제의 진술 = 41
• Ⅳ. 연구방법 = 43
• 1. 연구설계 = 43
• 2. 사전조사의 결과 및 타당도 검증 = 44
• 3. 주요개념의 조작적 정의 = 44
• (1) 소비자 가치유형 = 44
• (2) 광고에 대한 태도 = 45
• (3) 상표에 대한 태도(Ab) = 45
• (4) 구매의도(Ib) = 46
• 4. 자료의 수집방법 및 분석방법 = 46
• (1) 자료의 수집방법 = 46
• (2) 자료의 분석방법 = 47
• Ⅴ. 연구결과 및 논의 = 48
• 1. 응답자 특성 = 48
• (1) 응답자의 인구통계학적 특성 = 48
• (2) 대학생의 소비자 가치유형 = 49
• 2. 신뢰도 검증 = 50
• 3. 연구문제 1에 대한 분석결과 = 50
• 4. 연구문제 2에 대한 연구결과 = 54
• 5. 연구문제 3에 대한 분석결과 = 56
• 6. 연구문제 4에 대한 분석결과 = 57
• Ⅵ. 결론 및 제언 = 61
• 1. 연구결과의 요약 및 결론 = 61
• 2. 연구의 한계 및 후속 연구에 대한 제언 = 64
• ［참고문헌］ = 65
• ABSTRACT = 71
• ［부록］= 75