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기능성게임(Serious Game)기반 환경캠페인의 광고가치와 환경적 행동의도 연구

Analyzing Ad Value of Serious Game Driven Environmental Campaigns

이기훈|강승묵|김주란
한국광고PR실학회 (The Korean Advertising & PR Practitioners Society)|2018.11|광고PR실학연구 (Journal of Practical Research in Advertising and Public Relations)|제11권 제4호|pp. 7-28|DOI 10.21331/jprapr.2018.11.4.001

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참고문헌

키워드

Serious GameEnvironmental Concern광고가치기능성게임환경적 관심환경캠페인환경적 신념환경적 행동의도Environmental CampaignAd ValueEnvironmental BeliefsEnvironmental Behavior Intention

초록

본 연구는 기능성게임(Serious Game) 환경캠페인의 광고가치를 새롭게 규명하고 물질주의적 가치, 환경적 신념. 환경적 관심, 기능성게임 환경캠페인의 광고가치, 환경적 행동의도의 관계를 밝히는 것을 주목적으로 하였다. 본 연구는 기능성게임 환경캠페인의 광고가치의 중요성에 주목하여 20-30대 남녀 총 324명을 대상으로 전문조사기관에 의뢰하여 설문조사를 실시하였다. 물질주의적 가치는 환경적 신념에 부분적으로 부정적 영향을 주었고, 환경적 신념은 환경적 관심에 대해 모두 유의미한 긍정적 영향을 주는 것으로 나타났다. 환경적 관심은 기능성게임 환경 캠페인의 광고가치에 긍정적인 유의미한 영향을 주는 것으로 나타났으며 광고가치는 환경적 행동의도에 대하여 긍정적인 유의미한 영향을 미치는 것으로 나타나 기능성게임 환경캠페인은 광고가치를 구축하고, 나아가 환경에 대한 직접적, 간접적 행동의도로 이어질 수 있어 기능성게임 환경캠페인의 광고효과에 대한 실무적 함의를 얻을 수 있었다. 본 연구 결과는 기능성게임 캠페인의 광고가치에 대한 이론적 틀과 이를 토대로 한 실증적 분석을 학문적, 실무적 차원에서 기능성게임 환경캠페인의 광고효과 분석의 출발점을 제공할 수 있을 것이다.

Abstract

This study focuses on how serious game driven environmental campaign works for ad value. It is noteworthy how serious games can be used for purposes beyond entertainment and commercial behaviors. Previous studies presented how serious games can encourage players to learn and perform social behaviors. Specifically, the study investigates key questions about the relationship between materialistic value, environmental beliefs, environmental concern, ad value of serious game campaign, environmental behavior intention by surveying 324 participants. The study clarified the ad value of serious game campaigns and its antecedents and outcomes. The results indicated materialistic value positively influenced environmental beliefs. environmental beliefs positively influenced environmental concern. Environmental concern had positive effects on ad value of a serious game campaign. Ad value had positive effects on environmental direct, indirect behavior intentions The study regarding vital roles of ad value of serious game driven environmental campaigns would offer the implications for advertising academics and practitioners.

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