수용자의 광고태도가 광고회피에 미치는 영향 = The Relationship of Attitude-toward-Advertising-in-General to Advertising Avoidance

국문 초록 (Abstract)

광고회피 행위에 영향을 주는 요소들에 대한 연구는 꾸준히 이루어져 왔으며, 그 중 수용자의 광고에 대한 태도(attitude toward advertising in general)가 광고회피의 주요한 선행요인 중 하나로 제시되고 있다. 그러나 광고태도는 다양한 하위요소를 포함하는 다차원적 개념이라는 기존 연구에도 불구하고 아직 다차원적 개념으로서의 광고태도를 광고회피 연구에 도입하는 시도는 매우 드물다. 따라서 본 연구는 (1)광고태도를 구성하는 각 하위요소들과 광고회피와의 관계를 분석하고, (2)광고태도의 하위요소들 중 어떤 요소가 광고회피를 예측하는 데 가장 유용한 변인인지를 알아보고자 한다. 또한 (3)각 하위요소들과 광고회피 간의 관계가 수용자의 인구통계학적 특성에 따라 달라지는지를 탐색적으로 연구해보고자 하였다.
연구 결과를 요약하자면 첫째, 광고의 사회적인 영향에 대한 평가 및 경제적인 영향에 대한 평가는 광고회피와 약한 부(-)적 상관관계를 보였다. 둘째, 광고의 개인적인 효용성 중 광고의 정보적인 유용성은 광고회피에 유의미한 영향을 미쳤다. 그러나 광고의 쾌락적인 유용성에 대한 평가는 광고회피에 통계적으로 의미 있는 영향을 미치지 않았다. 또한 광고의 거시적 효과와 개인적 효용성에 대한 평가 차이에 대해서는 광고의 거시적 효과에 대한 평가보다는 광고의 개인적 효용성에 대한 평가가 광고회피를 예측하는 데 더 유용한 변인으로 나타났고, 개인적 효용성에 대한 평가 중에서도 정보적인 유용성에 대한 신념이 광고회피에 대한 가장 효과적인 예측변인이라는 결과를 보였다. 이러한 광고태도와 광고회피 간의 관계는 응답자의 인구통계적인 속성에 관계없이 일관되게 나타났다.

다국어 초록 (Multilingual Abstract)

Attitude toward advertising in general(AG) has been considered one of important antecedents of advertising avoidance. Although it has been well-documented that AG is a multi-dimensional
construct containing several sub-factors, it is rare to investigate the relationship between individual attitude factors and ad avoidance. The objectives of this study are (1) to examine the relationship between attitude factors and advertising avoidance; (2) to investigate which attitude factor is the strongest predictor of ad avoidance; and (3) to explore whether the relationship of attitude factors and ad avoidance varies depending on demographic variables. The data were collected from a mail survey of general American adult consumers.
Results show that all attitude factors, including consumer perception on advertising’s economic effect, societal effect, informational usefulness, and hedonic usefulness, are significantly and negatively correlated with ad avoidance. However, ANOVA analyses found only consumer perception on advertising’s economic effect and informational usefulness have significant influence on ad avoidance. The pattern of relationship between individual attitude factors and ad avoidance was consistent across different age and gender groups.
Hierarchical regression analysis discovered consumer perception on personal use of advertising is the more powerful predictor of ad avoidance than the perception on economic/societal effect of advertising. Among informational usefulness and hedonic usefulness which together measured consumer perception on personal use of advertising, informational usefulness was found to be the strongest predictor of ad avoidance. Theoretical and practical implications of this study were finally discussed.

참고문헌 (Reference)

1 이경렬, "텔레비전 방송광고회피행동에 영향을 미치는 예측변인들에 관한 연구: 인지적 회피, 기계적 회피, 그리고 물리적 회피를 중심으로" 12 (12): 165-189, 2001

2 이혜갑, "잡지 매체의 광고혼잡도에 관한 연구" 71 : 113-129, 2006

3 이정아, "인터넷광고회피에 대한 연구: 회피 수준과 회피 예측변인들의 영향력을 중심으로" 16 (16): 203-223, 2005

4 김지호, "인터넷광고의 효과과정에 관한연구: 자극성과 회피성을 중심으로" 14 (14): 165-190, 2003

5 이경렬, "인터넷 배너광고 정보처리과정에서 조정변인으로서의 관여도 및 인지욕구의 역할에 관한 연구" 52 : 73-90, 2001

6 박원기, "우리나라 TV광고의 혼잡도에 관한 연구" 60 : 179-206, 2003

7 조선일보, "여객기 식판…소아과 침대…달걀…광고에 포위된 미국인. 2007년 1월 17일자 국제A19면"

8 김요한, "신문광고회피에 영향을 미치는 요인:대학생과 대학원생을 중심으로" 64 : 9-33, 2004

9 이규완, "방송프로그램 전/후 CM의 광고노출효과 비교연구" 10 (10): 7-34, 1999

10 이경렬, "모바일광고의 접속의향에 영향을 미치는 예측변인들에 관한 연구" 16 (16): 191-218, 2005

11 박은아, "광고에 대한 인식요인과 전반적 광고태도의 관계 연구" 17 (17): 193-223, 2006

12 Kneale, D., "Zapping of TV Ads Appears Pervasive: Study Details Viewing Habits to the Second" 29 : 1988

13 Weimann, G., "Zapping in the Holy Land: Coping With Multi-Channel TV in Israel" 45 (45): 96-102, 1995

14 Kaplan, B.M., "Zapping - The Real Issue in Communication" 25 : 9-12, 1985

15 Cho, C., "Why Do People Avoid Advertising on the Internet?" 33 (33): 89-97, 2004

16 Danaher, P.J., "What Happens to Television Ratings during Commercial Breaks?" 35 : 37-48, 1995

17 Cragan, J. F., "Understanding General Communication Theory" Allyn & Bacon 1998

18 Ray, M. L., "Three Prescriptions for Clutter" 26 (26): 69-77, 1986

19 Clancey, M., "The Television Audience Examined" 34 : SS2-SS11, 1994

20 Nelson, P., "The Economic Value of Advertising. in: Advertising and Society" New York University Press 43-65, 1974

21 Andrews, J. C., "The Dimensionality of Beliefs toward Advertising in General" 18 (18): 26-35, 1989

22 조재영, "TV광고혼잡에 대한 소비자의 지각: 대학생의 혼잡지각과 태도, 회피행위의 관계를 중심으로" 11 (11): 211-229, 2000

23 윤선길, "TV광고시청행동 연구" 300-327, 1996

24 서울광고기획 마케팅국, "TV광고 시청행동 연구:가정내 관찰기법을 통한 시각적 주의 측정 및 시청행동 관찰" 30 : 299-327, 1996

25 Sandage, C. H., "Student Attitudes toward Advertising: Institution vs. Instrument" 9 (9): 29-32, 1980

26 Sandage, Charles H., "Some Institutional Aspects of Advertising" 1 : 6-9, 1973

27 Berger, C. R., "Some Explorations in Initial Interaction and Beyond: Toward a Developmental Theory of Interpersonal Communication" 1 : 99-112, 1975

28 Mord, M. S., "Shorter Units: Risk-Responsibility-Reward" 25 (25): 9-19, 1985

29 Feldman, J. M., "Self- Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior" 73 (73): 421-435, 1988

30 Shavitt, S., "Public Attitudes toward Advertising: More Favorable than You Might Think" 38 : 7-22, 1998

31 Zanot, E., "Public Attitude toward Advertising: The American Experience" 3 (3): 3-15, 1984

32 Mittal, B., "Public Assessment of TV Advertising: Faint Praise and Harsh Criticism" 34 (34): 35-53, 1994

33 Heeter, C., "Profiling the Zappers" 25 : 15-19, 1985

34 Speck, P. S., "Predictors of Advertising Avoidance in Print and Broadcast Media" 26 (26): 61-76, 1997

35 Aarts, H., "Predicting Behavior from Actions in the Past: Repeated Decision Making or a Matter of Habit?" 28 (28): 1355-1374, 1998

36 Abernethy, A.M., "Physical and Mechanical Avoidance of Television Commercials: An Exploratory Study of Zapping, Zipping, and Leaving" The American Academy of Advertising 221-223, 1991

37 Nan, X., "Perceptual Predictors of Global Attitude toward Advertising: An Investigation of both Generalized and Personalized Beliefs" 28 (28): 31-44, 2006

38 Pasadeos, Y., "Perceived Informativeness of and Irritation with Local Advertising" 67 (67): 35-39, 1990

39 James, W. L., "Observations: Do Overall Attitudes toward Advertising Affect Involvement with Specific Advertisements?" 32 : 78-83, 1992

40 Ferguson, D. A., "Media and Audience Influences on Channel Repertoire" 38 : 31-47, 1993

41 Li, H., "Measuring the Intrusiveness of Advertisements: Scale Development and Validation" 31 (31): 37-47, 2002

42 Wenner, L., "Is the Remote Control Device a Toy or a Tool? Exploring the Need for Activation, Desire for Control, and Technological Affinity in the Dynamic of RCD Use. In The Remote Control in the New Age of Television" Praeger 114-134, 1993

43 Yang, K. C. C., "Internet Users’Attitudes toward and Beliefs about Internet Advertising: An Exploratory Research from Taiwan" 15 (15): 43-65, 2003

44 Alwitt, L. F., "Identifying Who Dislikes Television Advertising: Not by Demographics Alone" 34 : 17-29, 1994

45 Anderson, R. D., "How Consumer Reports Subscribers See Advertising" 18 : 29-34, 1978

46 Polly, R. W., "Here’s the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising" 57 : 99-114, 1993

47 Ouellette, J., "Habit and Intention in Everyday Life. The Multiple Processes by Which Past Behavior Predicts Future Behavior" 124 : 54-74, 1998

48 Reid, L. N., "Generalized and Personalized Attitudes toward Advertising’s Social and Economic Effects" 11 (11): 3-7, 1982

49 Moriarty, S.E., "Explorations into the Commercial Encounter" American Academy of Advertising 215-222, 1991

50 Cronin, J. J., "Discrimination vs. Avoidance: Zipping of Television Commercials" 21 : 1-7, 1992

51 Lee. S., "Differences in Attitude toward TV Advertising: VCR Usage as a Moderator" 11 (11): 333-342, 1992

52 Obermiller, C., "Development of a Scale to Measure Consumer Skepticism toward Advertising" 7 (7): 159-186, 1998

53 김요한, "DMB광고회피에 영향을 미치는 변인들에 관한 연구" 9 (9): 46-79, 2007

54 Elliott, M. T., "Consumer Perceptions of Advertising Clutter and Its Impact across Various Media" 38 : 29-41, 1998

55 Crowley, D., "Communication Theory Today" Stanford University Press 1994

56 Moriarty, S. E., "Commercial Breaks: A Viewing Behavior Study" 71 : 346-355, 1994

57 Ferguson, D.A., "Channel Repertoire in the Presence of Remote Control Devices, VCRs, and Cable Television" 36 : 83-91, 1992

58 Aaker, D. S., "Causes of Irritation in Advertising" 49 (49): 47-57, 1985

59 Greyser, S. A., "Businessman Look Hard at Advertising" 49 : 18-27, 1971

60 Fishbein, M., "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research" Addison-Wesley Publishing Co. 1975

61 Rojas-Mendez, J. I., "Avoiding Television Advertising: Some Explanations from Time Allocation Theory" 45 : 34-48, 2005

62 Muehling, D. D., "Attitude toward the Ad: A Review" 15 (15): 25-58, 1993

63 Wells, W. D., "Advertising:Principles and Practice" Prentice-Hall 2006

64 Carey, James W., "Advertising: An Institutional Approach. in: The Roles of Advertising" Richard D.Irwin,Inc. 18-34, 1960

65 Bauer, R.A., "Advertising in America: The Consumer View" Harvard University, Graduate School of Business Administration, Division of Research 1968

66 Ducoffe, R.H., "Advertising Value and Advertising on the Web" 36 : 21-35, 1996

67 Mittal, B., "Achieving Higher Seat Belt Usage: The Role of Habit in Bridging the Attitude-Behavior Gap" 18 : 993-1016, 1988

68 Montano, D. E., "A Test of an Expanded Theory of Reasoned Action to Predict Mammography Participation" 32 : 733-741, 1991

69 한국방송광고공사, "2007 Media & Consumer Research 연례보고서" 한국방송광고공사 2007

70 한국방송광고공사, "2006 Media & Consumer Research연례보고서" 한국방송광고공사 2006

71 한국언론재단, "2002 언론 수용자 의식조사" 한국언론재단 2002