옥외광고의 유명인 모델에 대한 모방과 사회적 비교가 수용자의 물질주의 수준에 미치는 영향 = The Influences of Celebrity Endorser Imitation in OOH Advertising and Social Comparison on Audience's Level of Materialism

다국어 초록 (Multilingual Abstract)

The purpose of this research was to investigate the influences of celebrity endorser imitation in OOH advertising and social comparison on audience's level of materialism.
The results showed that both celebrity endorser imitation in OOH advertising and social comparison were significant predictor on audience's level of materialism. Especially, the imitation of celebrity endorser could be the most influential factor on individual's level of materialism. And variables such as motivation for viewing advertising and attention to advertising were significant predictor on the imitation of celebrity endorser while media related variables had a minimal effect on it.
The research findings also indicate that individuals having a higher level of susceptibility to peer group and frequent communication with friends are more likely to have a high level of social comparison.

국문 초록 (Abstract)

이 연구에서는 옥외광고에 등장하는 유명인 모델에 대한 모방정도와 수용자의 사회적 비교정도가 개인의 물질주의 수준에 미치는 영향력을 파악해 보고자 했다. 이를 위해 서울수도권 지역대학에 재학 중인 대학생 315명(현장조사 124명, 온라인조사 191명)이 조사에 참여했다.
연구결과, 옥외광고의 유명인 모델에 대한 모방정도와 수용자의 사회적 비교정도 모두가 수용자 물질주의적 가치 형성에 중요한 영향을 미치고 있었는데 이 중 특히 유명인 모델에 대한 모방정도가 물질주의 수준에 미치는 상대적 영향력이 더 크게 나타났다. 한편 옥외광고의 유명인 모델 모방에 가장 큰 영향을 미치는 요인은‘광고이용동기화’였고 다음으로는 광고주목도’로 나타났으며 TV시청시간이나 인터넷 이용시간 같은 미디어 이용관련 변인의 영향력은 미미한 것으로 파악되었다. 또한 또래집단에 의한 영향력이 높게 나타나는 사람일수록 그리고 광고에 대해 평소에 친구들과 자주 소통하는 사람일수록 사회적 비교의 정도가 높게 나타나는 것을 확인할 수 있었다.

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