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먹는샘물 광고소구유형에 따른 감정반응이 광고태도와 구매의도에 미치는 영향
우채원(Woo, Chae Won),고재윤(Ko, Jae Youn) 한국서비스경영학회 2016 서비스경영학회지 Vol.17 No.4
This study aims to investigate which difference exists in emotional reaction induced by advertising and attitude toward advertising depending on the types of advertising appeals(emotional appeal/rational appeal). And this study tries to reveal the effects of emotional reaction about bottled water advertising on attitude toward advertising and purchase intentions. Total 300 questionnaires were distributed and 260 were returned usable. Subjects were exposed to print ads of two versions of emotional appeal and rational appeal. The results of this study were as follows : First, the consumer emotional reaction of bottled water advertising by the types of appeal showed statistically significant difference. Except for emotional reaction of ‘domination’, emotional appeal advertising was more higher than rational advertising for ‘pleasure’ and ‘arousal’ feeling. Second, there existed the significant differences between rational appeal and emotional appeal to the attitude toward the advertising. Third, the consumer emotional reaction evoked by bottled water advertising had a significant influence on the attitude toward advertising. Fourth, advertising attitude had a positive influence on purchase intention.
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먹는샘물의 레이블디자인이 구매태도 및 구매의도에 미치는 영향
강지원(Kang, Gi-Won),우채원(Woo, Chae-Won),고재윤(Ko, Jae-Youn) 한국외식경영학회 2016 외식경영연구 Vol.19 No.1
본 연구는 먹는샘물의 레이블디자인이 구매태도 및 구매의도에 어떠한 영향을 미치는지를 분석하여 어떤 디자인의 이미지요소가 먹는샘물 소비자들의 구매의도에 효과적인지를 알아보는 것에 목적이 있다. 먹는샘물 이미지로는 간결한이미지, 개성적이미지, 자연적이미지, 고풍적이미지 총 4가지 요소를 사용하였다. 평균분석 결과 개성적 이미지가 가장 소비자들에게 높은 선호도를 가지는 것으로 나타났다. 회귀분석 결과를 살펴보면 개성적 이 미지가 먹는샘물의 구매태도와 구매의도에 가장 높은 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 먹는샘물 제조자들과, 먹는샘물 유통업자, 마케터들에게 유용한 자료를 제공할 것이며 보다 구체적인 마케팅 전략 수립에 기여할 것으로 사료된다. This study aims to understand causal relationship among preferences of bottled water label design, purchasing attitude and purchasing behavior, to find out which design image factor is most effective to the purchase intention of bottled water customers. A factor analysis delineated four dimensions of design images of bottled water: natural image, charateristic image, simple image and classic image. Mean values indicated that ‘charateristic’ was primary preference image for customers. The regression analysis yielded ‘charateristic’ had the most positive influence on purchase attitude and purchase intention of bottled water customers. This paper provides bottled water makers, bottled water importers and marketers with the useful clues to understand purchasing behavior of bottled water customers, which helps them to plan for marketing strategies.
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