조화도와 유명 옹호인의 광고효과 = 다양한 상품 유형을 고려하여

국문 초록 (Abstract)

유명 옹호인과 광고상품의 조화도가 광고효과에 미치는 영향에 관한 기존 연구에서 가설모형의 적합도가 상대적으로 낮게 나타난 원인을 광고상품과 유명 옹호인의 선정의 제한점 때문인 것으로 볼 수 있다. 따라서 광고상품을 상품유형별로 다양하게 선정하고 유명 옹호인의 각 속성의 영향이 고르게 반영되도록 유명 옹호인을 선정하여 실험을 실시하였다. 그 결과, 본 연구에서 제시한 가설 모형이 전체집단에서 매우 적합한 것으로, 각 상품유형별로 대체로 적합한 것으로 나타나서 상품유형과 유명 옹호인의 영향이 고르게 반영될 경구 가설 모형이 매우 타당한 것으로 나타났다. 각 변인들간의 인과관계에서는 전체집단에서 유사성이 조화도에 미치는 영향이 유의미하지 않았으며, 상품집단별로는 일부 인과관계가 유의미하지 않게 나타났다.

다국어 초록 (Multilingual Abstract)

The important role of the degree of match-up between celebrity endorser and advertised product was not spotlighted. That’s the mediating role between celebrity endorser’s attributes and advertising effectiveness. Recently, the hypothetical model on the degree of match-up was proposed and tested by Nam(2001). But the hypothetical model wasn’t perfectly supported because of the limitation in research method.
Then, the following hypotheses were formulated and tested.
1. The hypothetical model on the impact of the degree of match-up between celebrity endorser and advertised product on advertising effectiveness will be valid in total group and respective product groups.
2. The causal relationships in the hypothetical model on the impact of the degree of match-up between celebrity endorser and advertised product on advertising effectiveness will be significant in total group and respective product groups.
In order to test these hypotheses, an experiment was conducted for 462 university students. The obtained data were analyzed by using LISREL. As the results, Hypothesis I was supported. Hypothesis Ⅱ was partially supported.
Based on the above results of hypotheses testing, therefore, the following conclusion was drawn from this study: (1) the hypothetical model on the impact of the degree of match-up between celebrity endorser and advertised product on advertising effectiveness is valid in total group and respective product groups: (2) the causal relationships in the hypothetical model on the impact of the degree of match-up between celebrity endorser and advertised product on advertising effectiveness are largely significant in total group and partially significant in respective product groups.

목차 (Table of Contents)

• 1. 문제의 제기
• 2. 이론적 배경: 조화가설과 광고효과
• 3. 연구문제, 가설, 가설모형
• 4. 연구방법
• 5. 연구결과의 분석
• 6. 논의 및 결론
• 참고문헌
• 〈Abstract〉