제품상징성 형성에 대한 과정론적 접근: 광고표현성을 중심으로 = The Process Approach in the Formation of Product Symbolism: focus on Advertising Expression

다국어 초록 (Multilingual Abstract)

The previous researches for product symbolism has been dealt with product image and symbolic meaning which is decoded by consumer after purchasing. So, there is not enough to study for how product symbolism is built in the perspective of process. Therefore, this study intent to identify the constructs that influence product symbolism and to test empirically the existence of causal relationships among the five constructs( advertising expression, product familiarity, brand familiarity, product characteristics, and product symbolism) in the perspective of process. At first, researchers hypotheses about the effect of advertising expression on product symbolism directly. Also, researchers hypotheses about the relationships between advertising expression and product symbolism passed through product familiarity, brand familiarity and product characteristics indirectly. Second, we are especially developed covariance structure model considering the constructs which influence product symbolism. Third, A field survey is undertaken through questionnaire sampling a population of junior, high school and university students. The items selected for empirical analysis are two brands of jeans. The result of Analysis, the direct relationship between advertising expression and product symbolism is verified significantly. Also, the indirect relationship is verified significantly. The results of study provide for company's advertising executives the strategic implication in advertising strategy.

국문 초록 (Abstract)

기존의 제품상징성에 관한 연구들은 제품구매 후에 제품에 대한 상징적인 의미를 소비자들이 어떻게 해석하는가에 대하여 초점을 두고 있다. 따라서 제품의 상징적인 의미가 제품구매 전에 어떻게 형성되는지에 대한 연구는 부족하였다. 이에 본 연구에서는 제품상징성의 형성과정에 광고의 표현성이 영향을 미칠 수 있는지, 그리고 영향을 미칠 수 있다면 어떤 과정적인 단계를 거쳐 영향을 미치는 지를 파악하고자 시도되었다. 첫 번째로 본 연구에서는 광고표현성이 제품상징성에 직접적으로 영향을 미친다는 가설을 설정하였다. 또한 광고표현성이 제품친숙성과 브랜드 친숙성, 제품 속성평가 등을 경유하여 제품상징성에 영향을 미친다는 간접경로에 대한 가설도 설정하였다. 두 번째로 광고표현성이 제품상징성에 미치는 직‧간접적인 경로를 포함하여 공분산 구조방정식 모델로서 연구모형을 개발하였다. 세 번째로 청바지의 두 브랜드를 선택하여 중‧고‧대학생들을 대상으로 가설검증을 위한 자료를 수집하였다. 분석결과, 광고의 표현성은 제품상징성에 직접적으로 유의한 영향을 미치는 것으로 나타났다. 또한 광고표현성은 간접적으로도 제품 친숙성과 브랜드 친숙성, 그리고 제품의 속성평가를 경유하여 제품상징성에 유의한 영향을 미치는 것으로 나타났다. 이와 같은 연구결과는 기업의 광고담당자에게 전략적인 시사점을 제공할 수 있다고 기대된다.

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