명품 브랜드 광고양식 선호경향 비교

Abstract

Along with preference of female consumers in their 20s~30s of Korea and China, the market of luxury brand is rapidly growing. Accordingly, the luxury brands are accelerating development of advertisement in diverse types for inducing own company's product purchase. Advertisement is divided into the letter-centered information advertising, which is the rational message appeal type, which appeals to the intellectual information processing by focusing on functional value of commodity, and the picture-centered image advertising, which appeals to emotion by offering feeling, mood, and image, which are connected with the use of product, or by indirectly expressing satisfaction, which is obtained through experience. This advertising appeal type may be mutually different in its effect even depending on product involvement(high involvement/low involvement) and information-processing motive(rationality/emotion). It is generally known that the rational product with high involvement is more effective in the letter-centered information advertising and that the emotional product with low involvement is more effective in the picture-centered image advertising. As this is a study in order to grasp an advertising type proper for luxury brand, it empirically analyzed its difference in which influence the advertising attitude and the brand attitude have upon purchase intention of product by product involvement(high involvement/low involvement) and by information-processing motive(rationality/emotion). As a result of research, the advertising attitude had influence upon purchase intention in both products with low involvement and high involvement. However, the information-processing motive had no significant influence. Depending on involvement and information-processing motive, the involvement had influence upon the advertising attitude and had significant difference. Involvement had influence upon brand attitude. There was significant difference in case of interactive effect in involvement and information-processing motive. Involvement had influence upon purchase intention. The interactive effect in involvement and information-processing motive had statistically significant difference at the level of p<.001. Items, which had statistically significant difference in Korean and Chinese consumers' response, were totally 6 pieces such as 2 items of 'appealing' and 'favorite' in case of advertisement of centering on rational image with high involvement, 1 item of 'fresh' in case of advertisement of centering on emotional information with high involvement, 2 items of 'nice' and 'fresh' in case of advertisement of centering on rational image with low involvement, and 1 item of 'good' in case of advertisement of centering on rational image with low involvement. In brand attitude, there was no significant difference in Korean and Chinese consumers. There was significant difference in only one item(likely to buy) in advertisement of centering on rational image with high involvement for purchase intention. This commonality seems to be accredited to influence of information sharing through internet and to global socialization.