인쇄광고에서 모델의 유명도와 인종일치도가 소비자태도에 미치는 영향 ： 실용적 제품과 쾌락적 제품을 중심으로 = The Effects of Celebrity Model and Model Race on Consumer Response- Focusing On Utilitarian Product & Hedonic Product

다국어 초록 (Multilingual Abstract)

The purposes of this study are to empirically examine how to affect differently
consumer response by type of celebrity model , model race and product type in print
advertisements, and to help multi-nation corporation entering Korean market when
they should decide or select best advertising alternatives. A brief summary of the study
results is as follows.
First, in case of product type, it shows that hedonic product is more effective than
utilitarian product on consumer response. In the result, we found hedonic product
affects consumer emotional response more effective than utilitarian product.
Second, in case of celebrity model, it shows that celebrity model is more effective
than noncelebrity model on consumer response. The result proves that celebrity model
is more positive than noncelebrity model like ex-studies.
Third, in case of model race, it shows that model race has no influence on consumer
response. But In the result of interaction effect of celebrity model and model race, we
found that Korean model is more effective than American model in celebrity model,
American is more effective than Korean in noncelebrity model.
Finallay, this study shows foreign advertisers in global marketing consider carefully
in model selecting, when global brands would be launched in Korean market.

국문 초록 (Abstract)

본 연구에서는 다국적 기업이 한국 시장에 진출하는 데 있어 광고모델의 유명도 및 인종일치도가 제품유형에
따라 소비자의 광고태도, 상표태도, 구매의도에 어떻게 영향을 미치는가를 살펴보고자 하였다.
연구결과 첫째, 제품 유형에 따른 소비자의 태도 차이를 분석해 보면 광고태도, 상표태도, 구매의도 모든 측면
에서 쾌락적 제품이 실용적 제품보다 광고효과 면에서 높게 나타났다. 이것은 소비자의 구매과정에서 쾌락적 제
품이 실용적 제품에 비하여 소비자의 감성적인 욕구를 더욱 만족시킴으로써 소비자의 태도가 보다 높게 나타난
결과라고 보여진다.
둘째, 광고모델의 유명도에 따른 소비자의 태도 차이에 있어서는 유명인 모델의 사용이 소비자의 태도에 보다
긍정적인 영향을 미치는 것으로 나타났다. 기존의 연구들에서 나타난 유명인 광고모델의 긍정적인 효과를 재확인
시켜 주었다고 할 수 있겠다.
셋째, 광고모델의 인종일치도에서는 주효과가 나타나지 않았지만 모델의 유명도와 인종일치도의 상호작용 효과
에서는 유명인 모델의 경우 한국인이 서양인 보다 광고태도, 상표태도, 구매의도에서 높게 나타났고, 비유명인 모
델의 경우 서양인이 한국인 보다 높게 나타났다. 따라서 다국적 기업들이 한국 시장에 글로벌 브랜드를 출시할
때, 유명인 모델을 사용하고자 할 때는 한국인 모델을 선정하는 것이 유리하고, 비유명인 모델을 사용하고자 할
때는 서양인 모델을 선정하는 것이 효과적이라는 것을 시사한다고 할 수 있겠다.

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