위험지각태도모델을 활용한 음주 관련 인식 및 행동 유형화 연구

다국어 초록 (Multilingual Abstract)

As drinking alcohol is an important component of social life and is even integrated into a part of culture in Korea, a variety of the widely recognized problems caused by excessive drinking, such as liver cancer, drunk driving and domestic violence, are regarded as having a lesser priority in policy making and budget allocation, compared to a smoking-related problems. Under this contradictory situation, the comprehensive PR campaigns appear to be the most appropriate communication tool for educating and encouraging people to reduce their alcohol consumption and establish the healthy drinking habit. In this context, this study aims to collect systematic data for planning a strategic communication campaign by segmenting public with the framework of Risk Attitude Perception(RPA), identifying target audiences and determining effective communication strategies based on their characteristics. The findings demonstrate that the framework is applicable to segmentation of consumers based on the positive relationship between their perceived risk and preventive health behavior(intention to refrain from drinking), and the moderating effect of self-efficacy. And the four groups divided with perceived risk and selfefficacy show statistically different responses towards drinking-related lifestyle, like involvement, drinking motives, information seeking, drinking frequency, and amount of drinking. The results will aid public relations professionals to identify their target audiences, develop persuasive messages, and determine efficient communication channels for the achievement of campaign goals. More implications for anti-drinking campaigns are discussed.

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