공익연계 메시지에 대한 소비자 해석수준의 조절적 역할
The Moderating Role of Consumers' Construal Level on Cause-related Messages
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초록
본 연구는 공익연계 메시지 소구 유형이 공익연계 제품 태도에 미치는 영향에 있어 소비자의 해석수준의 조절적 역할에 대해 살펴 보았다. 본 연구의 목적을 달성하기 위해 대학생 176명을 대상으로 2(공익연계 메세지: 감성적소구 vs 이성적소구) x 2(해석수준: 상위해석수준 vs 하위해석수준) 집단 간 실험설계를 사용하였다. 실증분석 결과, 소비자는 탈맥락적이고 목적지향적인 상위 수준으로 해석 할 경우, 메시지 소구형태에 관계없이 긍정적으로 제품태도에 영향을 미치는 것으로 확인되었다. 하지만, 소비자는 맥락적이고 부수적이고 하위 수준으로 해석할 경우에는 메시지 소구형태가 감성적 소구일 때 보다 이성적 소구일 때 제품 태도에 더 호의적인 것으로 나타났다. 이와 더불어 본 연구에서는 공익연계 메시시 소구와 소비자의 해석수준이 제품태도에 미치는 영향에 있어 신뢰성의 매개적 역할을 확인함으로써 이들 관계 간의 메커니즘을 확인하였다. 이러한 결과를 통하여 학문적·실무적 시사점을 논의하고 향후 연구를 제시하였다.
Abstract
This study investigates how Cause-related Message Appeals and Consumers' Construal level influence the product attitude . In order to achieve the study purposes, one hundred and seventy-six undergraduate students from university in South Korea were recruited in exchange for gift certificates. participants were randomly assigned to condition of a 2(Cause-related Message Appeals; rational vs emotional) x 2 (consumer's construal level : high vs low). The study found that high construal level consumer's attitude were indifferent between Message appeals, whereas low construal level consumers evaluated that the rational appeals with cause-related messages more favorably than emotional appeals with cause-related messages. additionally, we found the psychological mechanism the mediating role of credibility between the interaction of Cause-related Message Appeals and Consumers' Construal level and product attitude. This study conclusion offered the implications of findings and future research.
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