관여수준에 따른 시각정보와 언어정보가 태도와 구매의도에 미치는 영향
Effects of Pictures and Words on Attitude and Purchase Intention by level of Involvement
1
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
지난 20년 동안 인쇄광고에서 그림과 언어의 정보전달과정이 연구되어 왔지만, 대부분은 그림정보에 역점을 두었다. 그러나 최근 몇몇 연구에서는 언어정보 또는 그림과 언어가 혼합된 정보에서 브랜드태도에 더 많은 영향력을 가진다는 결과를 내놓았다. 그러나 이러한 그림정보, 언어정보, 그리고 그림과 언어가 혼합된 정보 형태는 소비자의 관여수준에 따라서 브랜드 태도가 다르게 나타난다. 따라서 본 연구에서는 인쇄광고를 대상으로 관여수준에 따라서 브랜드태도 및 구매의도에 영향을 미치는 그림과 언어정보의 효과를 검증하는데 목적이 있다. 연구결과를 요약하면, 첫째, 그림과 언어정보는 관여수준에 따라서 브랜드태도에 차이를 보였다. 둘째, 그림과 언어정보는 관여수준에 따라서 구매의도에 차이를 보였다. 셋째, 브랜드태도는 관여수준에 따라서 구매의도에 차이를 보였다. 결론적으로 인쇄광고에서는 관여수준별로 정보의 차이가 존재하기 때문에 이를 고려하여 광고목적에 적합한 올바른 광고물을 제작해야 할 것이다.
Abstract
Information processing of pictures and words in print ads has been studied for at least two decades, but much of the work has focused on only pictures. However, some studies found that only words or combined pictures and words is more effect to brand attitude. Thesedays only pictures, only words, and combined pictures and words are different effect to brand attitude whether they have high involvement or not. So, the purpose of this study is to identify effects of pictures and words on attitude and purchase intention by level of involvement. In summing up, first, it revealed that pictures and words are differences effect to brand attitude by level of involvement. second, it revealed that pictures and words are differences effect to purchase intention by level of involvement. third, it revealed that brand attitudes are differences effect to purchase intention by level of involvement. In conclusion, the marketers of advertising in print ads. have to effort to make right advertisements that suit their advertising purpose by types of involvement because types of information are differences effect to brand attitude and purchase intention by level of involvement.
참고문헌 (29)
- "인터넷 백화점과 사이버 쇼핑몰 소비자들의 구매행동요인에 대한 비교연구" (2002)
- "언어적 메시지와 시각적 메시지의 광고효과 차이" (1992)
- "우리나라 무점포구매의 현황과 발전방향" (1996)
- "인지심리학과 그 응용", pp.2002~ (2002), 이화여자대학출판부
- "The Effect of Verval and Visual Components pf Advertisements on Brand Attitudes and Attitude Toward the Advertisement The Journal of Consumer research", 13 (1986)
- "Cognitive Response to Persuasion in Psychological Foundations of Attitudes" (1968), Academic Press
- "The Effect of Perceived Advertising Costs on Brand Perceptions", 17(september) (1990)
- "Marketing in Hyper-Media Computer-Mediated Environment : Conceptual Foundations" (1996)
- "Visual Rhetroric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analysis", 26 (1999)
- "An Investigation of Relations between Beliefs about Object and Attitude toward that Object", pp.1963~, Human Relation Vol.16.
- "A Handbook of Social Psychology" (1935), in C. A. Murchinson Clark University Press
- "The Impact of Television Advertising Learning Without Involvement", 29 (1965)
- "Picture-Word Consistency and Elaborative Processing of Advertisements Journal of Consumer Research", 24 (1987)
- "The Process of Attitude Acquisition The Valemce of a Developmental Approach tp Consumer Attitude Research in Advances in Consumer Research Association for Consumer Research" (1975)
- "Central and Peripheral Routes to Persuasion The Role of Message Repetition" (1985), Lawrence Eribaum Associates
- "The Information Processing of Pictures in Print Advertisements Journal of Retailing", 62(spring) (1983)
- "Detecting and Explaining Vividness Effects in Attitudinal Judgements Journal of Marketing Research", 21(february) (1984)
- "Conceptualizing Involvement", 5(2) (1986)
- "Getting an Angle in Advertising The Effects of Camera Angle on Product Evaluations Journal of Marketing Research", 29 (1992)
- "Schema Congruity as a Basis for Product Evaluation", 16(june) (1989)
- "Customer Behavior: Consumer Behavior Beyond" (1999)
- "Are All The Effects of Ad-Induced Feelings Mediated by Ad Journal of Consumer Research", 15. 1986.
- "The Effects of Verbal and Visual Components of Retail Communications Journal of Marketing", 62(spring) (1986)
- "Competing Explanations for an Observed Effect of Illustrations in an Advertisement in Advances in Consumer Research Association for Consumer Research", 13 (1986)
- "Does Attitude toward the Ad Affect Brand Attitude Under a Brand Evaluation Set Journal of Marketing", 22 (1985)
- "Ad Size as an Indicator of Perceived Advertising Effort The Effects on Memory and Perception", 24 (1995)
- "Central and Peripheral Routes to Advertising Effectiveness The Moderating Role of Involement Journal of Consumer Research" (1983)
- "Attitude Effects Under Cognitive and Affective Involvement Conditions Journal of Advertising", 23 (1994)
- "Attitude Effects Under Cognitive and Affective Involvement Conditions Journal of Advertising", 23 (1994)