음료광고에서 제품유형과 메시지 소구방법에 따른 소비자반응 : 광고태도, 브랜드태도, 구매의도
The Effect of Product Types and Claim Types of Beverage Advertising on Consumers' Response
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초록
음료광고에서 맛을 강조하는 메시지들이 의학기술의 발달과 소비자들의 식생활 개선에 의하여 영양을 강조하는 방향으로 변화하고 있다. 본 연구는 음료제품광고에서 제품유형(건강음료 vs. 비건강음료)과 광고메시지 소구유형(맛 소구 vs. 영양 소구)에 따른 소비자반응의 차이를 다원변량분석 실험(2 X 2 Factorial Experimental Design)을 통해 검증하였다. 본 연구에서 건강음료는 두유, 비건강음료는 사이다가 선정되었고, 건강에 대한 소구메시지는 기존의 연구들에서 사용해 온 비타민이 추가된 메시지를 활용하였다. 소비자반응 검증을 위한 종속변수는 광고태도, 브랜드태도, 구매의도를 측정하였다. 연구결과 건강음료의 경우에는 비록 통계적으로 유의한 수준은 아니지만 영양에 대한 메시지소구가 맛에 대한 메시지소구보다 높은 소비자반응이 나타났다. 또한 비건강음료의 경우에도 영양에 대한 메시지소구가 맛에 대한 메시지소구보다 높게 나타났다. 음료유형과 메시지 소구유형에 따른 상호작용효과를 살펴 본 결과, 광고태도와 구매의도 모두에서 통계적으로 유의한 수준의 상호작용 효과가 나타나지 않았다. 그러나 구매의도의 경우, 건강음료에서는 맛 소구와 영양 소구가 거의 비슷한 수준으로 차이가 없었지만, 비건강음료에서는 영양 소구가 맛 소구보다 높게 나타났다. 본 연구는 음료제품관련 커뮤니케이션 이론의 외연을 확장하는 동시에 광고현업에서 음료제품광고를 제작할 경우 광고기획과 광고 컨셉 설정의 가이드라인을 제시할 것으로 기대한다.
Abstract
Many beverage advertising has usually emphasized the taste of beverage. But in these days many beverage advertising showed that they were changing message claim from taste oriented claim to nutrient oriented claim according to the development of medical technology and improvement of daily food and beverage life. This study examined the effect of the Advertising claim for beverage in terms of food types, that is to say healthy food and unhealthy food. This study adopted a 2 x 2 factorial experimental design, with two types of product (healthy beverage and unhealthy beverage) and two forms of claim (nutrition claim and taste claim). Soybean milk was selected as a healthy beverage, cider was chosen as a unhealthy beverage. Message contained vitamin was used as a nutrition claim according to the previous researches. Dependent variables was attitude toward advertisement, attitude toward brand and purchase intention. The research showed that nutrient claim is higher than taste claim in the healthy beverage although it was not statistically meaningful. In the unhealthy beverage nutrient claim is higher than taste claim too. Theoretical and managerial implications as well as directions for future research are discussed.
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