광고 모델 적합성이 소비자 태도에 미치는 영향에 관한 연구: 시간적 거리에 따른 해석수준의 조절 역할
The Effects of Advertising Model Match-up on Consumer Attitude: Focused on The Moderating Role of Temporal Distance
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초록
광고 모델 적합성은 제품 특성과 광고 모델 이미지가 일치되는 경우에 전달 효과가 높은 것으로 설명할 수 있다. 본 연구는 광고 모델의 적합성에 따른 제품과 광고 모델에 차이가 소비자 태도에 미치는 영향 가운데, 시간적 거리에 따른 해석수준의 차이가 어떠한 조절 역할로 작용하는지 알아보고자 한다. 연구목적의 검증을 위해 친환경 자동차를 제품으로 설정하고, 시간적 거리에 따른 해석수준의 차이를 바탕으로 조작물을 활용하여 실험을 실시하였다. 290명의 답변을 회수하여, 가용한 248부의 유효한 표본을 가설검정을 위한 통계분석에 활용하였다. 연구 결과 친환경 자동차에 대한 전문가 모델의 광고가 유명인 모델의 광고 보다 제품 태도가 높게 나타났다. 또한, 시간적 거리를 길게 지각한 상위해석수준에서는 유명인 모델의 친환경 자동차 광고의 제품 태도가 높게 나타났으나 하위해석수준에서는 전문가 모델의 친환경 자동차 광고의 제품 태도가 높게 나타나 해석수준차이에 따른 조절효과가 나타났다. 시간적 거리에 따른 해석수준의 차이가 광고모델 적합성에 미치는 영향을 확인했다는 점에서 학술적 의미를 갖고 있으며, 향후 구매 시기에 따른 고객 세분화에 대한 마케팅 전략 수립에 실무적 의미를 갖고 있다. 또한 성별의 따른 차이와 같은 세밀한 고객 세분화의 필요성을 갖고 있다. 조사 대상의 차이를 보다 세밀하게 구분하고 저관여 제품에 대한 향후 연구 계획의 필요성을 갖고 있다. 소비자의 시간적 거리에 따른 해석수준차이는 광고 모델 유형과 관련한 소비자의 제품 태도 차이가 있음을 확인했다는 점에서 차별점을 갖는다고 할 수 있다.
Abstract
The suitability of the advertising model can be explained by the high delivery effect when the product characteristics and the advertising model image are matched. The purpose of this study is to investigate the effect of difference in interpersonal attitudes on product and advertising model according to suitability of advertising model. In addition, this study also insights the moderating effect of temporal distance in the relationship between advertising model and attitude of consumers. In order to verify the purpose of the research, Based on the difference in construal level by the time distance, the experiment was conducted using the manipulator. participants were asked to answer questions to measure. Out of 290 participants, 248 usable questionnaires were collected and analyzed. As a result, the advertisement of the expert model for the eco-friendly car showed higher product attitude than the advertisement of the celebrity model. In addition, at the higher level of interpreting perceived the longer the time distance, the product attitude of the eco-friendly car advertisement of the celebrity model was high. However, at the lower construal level, the product attitude of the eco-friendly automobile advertisement of the expert model was high, and the moderating effect was revealed by the construal level difference. This study is conceptually meaningful in presenting the difference in construal level by temporal distance affects the suitability of the ad model. It has a practical meaning in establishing marketing strategy for customer segmentation according to the future purchase time. In addition, there is a need for detailed customer segmentation such as differences in gender. It is necessary to further divide the differences between the survey subjects and to plan future research on low involvement products. The difference in interpretation level by the temporal distance of the consumer is different in that it confirms that there is a difference in the product attitude of consumers related to the advertisement model type.
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