유명인의 복수 추천: 독인가 약인가?
A Celebrity's Multiple Product Endorsements: A Poison or An Antidote?
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초록
기존의 연구결과에 의하면, 유명인의 복수 추천 광고는 부정적인 효과를 나타내는 것으로 밝혀져 왔다. 하지만 한국에서는 이러한 연구결과와는 다르게 유명인의 복수추천광고가 매우 일반화되어 있다. 따라서 본 연구에서 는 과연 왜 한국에서는 유명인의 복수 추천광고가 일반화 되어있는지, 그리고 과연 부정적인 효과가 아닌 긍정 적인 효과를 설명할 근거는 없는지를 살펴보고자 하였다. 아울러 기존 연구들과는 상반된 가설을 수립하고 한국 에서 유명인의 복수 추천광고가 실제로 긍정적인 효과를 가지는지에 대한 실증연구를 진행하였다. 본 연구는“3(추천 수) X 4(노출횟수) X 2(유명인) X 2(타겟 제품 광고) - 12”의 실험 디자인을 사용하였다. 10-40대의 학생 및 직장인 460명이 응답자로 참여하였으며, 이 중 성실하게 응답하지 않은 23명을 제외한 437명의 응답이 최종 분석에 사용되었다. 실증분석 결과, 동일한 유명인이 서로 다른 여러 제품의 광고에 출연 할수록, 그 유명인의 호감도, 신뢰도, 그리고 전문성이 더 높게 지각되는 것으로 밝혀졌다. 아울러 유명인의 복 수 추천은 광고와 브랜드에 대한 태도를 개선시킬 뿐 아니라 구매의도도 어느 정도 높여주는 것으로 나타났다.
Abstract
According to the past research, multiple product endorsements by celebrities have negatively influenced consumers’ attitudes and intentions. Conversely, however, multiple product endorsements advertisement by celebrities is very popular in Korea. This study attempts to find the reason why multiple product endorsements is popular in Korea and any theoretical explanations that multiple product endorsements positively affect on consumers’ attitudes and intentions. A (3 (number of products endorsed by celebrity endorser) X 4 (number of exposures) X 2 (celebrity endorser) X 2 (number of product ads) minus 12 between-subject factorial design was employed to manipulate the stimulus. The final subjects were 437 adults (students and business men) in Korea. The results revealed that as the number of products endorsed increases, consumers’ perceptions of celebrity credibility, celebrity likability, celebrity expertise, attitude toward the ad/ brand, and purchase intention become more favorable.
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