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경마 중독 예방 메시지의 공포소구 유형, 정보원 유사성에 따른 경마 참여자 유형별 예상된 후회, 경마 중단 의도의 차이 분석

Impacts of Fear Appeal Type and Source Similarity in Horse- Racing Addiction Prevention Messages on Anticipated Regret and Discontinuance Intent between Horse-Racing Participant Types

이준성|정상오
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2024.06|체육과학연구 (Korean Journal of Sport Science)|제35권 제2호|pp. 367-378

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참고문헌

키워드

Construal level theoryHeuristic-systematic modelFear appeal해석 수준 이론경마 중독공포소구 주제정보원 유사성휴리스틱 체계적 모델Horse-racing gamblingSource similarity
주제분류체육

초록

[목적] 본 연구는 문제성 도박자의 경마 중독을 예방하기 위해 휴리스틱 체계적 모델과 해석 수준 이론을 토대로 설득메시지를 설계, 도박 공포소구 주제와 정보원 유사성에 따른 도박자 유형별 예상된 후회, 경마 중단 의도의 차이를 규명하는 것을 목적으로 한다. [방법] 최근 6개월간 마권 구입 경험이 1회 이상인 20세 이상 경마 참여자를 표본집단으로 선정하였으며, 총 172부의설문자료를 수집하였다. 이 중 불성실하게 응답한 30부를 제외한 142부의 자료를 SPSS ver. 26.0을 통해 빈도 분석, 신뢰도 분석, 상관관계 분석, 2회의 이원 배치 다변량 공분산분석을 실시하였다. [결과] 첫째, 예상된 후회와 경마 중단 의도는 사회적 공포소구에서 재정적 공포소구보다 통계적으로 유의한 수준에서더 높았다. 둘째, 여가성 도박자들과 달리 문제성 도박자들의 예상된 후회와 경마 중단 의도는 사회적 공포소구에서 재정적 공포소구보다 유의한 수준에서 더 높았다. 셋째, 예상된 후회와 경마 중단 의도는 정보원 유사성에 따른 통계적으로 유의한 차이를 보이지 않았다. 마지막으로 정보원 유사성에 따른 도박자 유형별 예상된 후회와 경마 중단 의도는 유의한 차이를 보이지 않았다. [결론] 본 연구의 결과는 경마와 같은 도박 행위에 대한 중독 예방을 목적으로 하는 메시지 캠페인 실무자는 문제성 도박자가 익숙한 재정적 위험보다는 상대적으로 덜 익숙한 사회적 위험을 나타내는 경마 중독 예방 메시지를 전달함으로써 예상된 후회와 경마 중단 의도를 촉진할 수 있다는 점을 시사한다.

Abstract

PURPOSE This study aimed to verify the differences in anticipated regret and gambling discontinuance intent based on the fear appeal type and source similarity in different types of horse-racing gamblers. METHODS Using convenience sampling, 172 responses were collected from horse-racing participants who bought horseracing tickets within the last 6 months. After eliminating 30 insincere responses, descriptive, correlation, reliability, and two-way multivariate covariance analyses were conducted using SPSS Ver. 26.0. RESULTS Anticipated regret and discontinuance intent were higher under fear appeal using social compared with financial risk. Compared to recreational gamblers, problem gamblers had higher anticipated regret and discontinuance intent under fear appeal using social compared with financial risk. There were no differential impacts of source similarity on anticipated regret and discontinuance intent in both types of gambler. CONCLUSIONS Practitioners in charge of conducting messaging campaign to prevent addiction to horse-racing gambling may cause problem gamblers to expect regret and quit gambling by delivering preventive messages with relatively unfamiliar risks such as social risks, rather than familiar risks such as financial ones.

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