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상품의 패션성과 광고모델 매력도 유형의 적합성에 대한 연구

The Match-up of Product Fashionability and Model Attractiveness Type

이지현|이동일
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2008.03|상품학연구 (Journal of Product Research)|제26권 제1호|pp. 93-103|DOI 10.36345/kacst.2008.26.1.009

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참고문헌

키워드

광고모델Match-up HypothesisAdvertising Model상품의 패션성매력도 유형적합성 가설Product FashionabilityAttractiveness Type
주제분류경영학

초록

최근 패션성이 다양한 상품군에서 상품의 중요한 속성으로 부각되고 있다. 또한 상품의 특성과 광고에 사용되는 모델의 매력도 유형에 대한 적합성이 높아야 광고의 효과가 높아진다는 연구결과가 많이 보고되고 있다. 따라서 상품을 패션성에 따라 분류하고 그에 맞는 매력도의 모델을 선택하는 문제가 광고의 효과에 중대한 영향을 미친다고 볼 수 있다. 이에 본 연구는 상품을 패션성을 기준으로 분류하고, 다양한 유형의 모델의 매력도를 측정해 매력도 유형을 분류했으며, 상품의 패션성과 모델의 매력유형을 인과관계를 살펴보았다. 상품의 패션성은 유통/생산 패션성과 디자인 패션성의 두 차원으로 구분하였으며, 매력도 유형은 트렌디한, 귀여운, 역량있는, 여성스러운의 네 차원으로 구분되었다. 매력도 유형점수를 독립변수로, 상품의 패션성에 대한 평가에 따라 분류된 상품에 대한 모델의 적합도에 따라 산정한 상품의 패션성 점수를 종속변수로 한 회귀분석 결과, 유통/생산 패션성에는 ‘귀여운’이, 디자인 패션성에는 ‘트렌디한’이 각각 유의한 영향을 미치는 것으로 나타났다. 따라서 유통/생산 패션성이 높은 상품의 광고에는 귀여운 매력의 모델을 , 디자인 패션성에는 트렌디한 매력 유형의 모델을 사용하는 것이 바람직하다는 것을 알 수 있다. 이러한 결과를 통해 기업이 상품의 광고 모델을 기용할 때 상품의 특성에 맞는 모델을 선정할 수 있게 하는 기준을 도출했다.

Abstract

Recently, fashionability is regarded as the important attribute of product. Also, many researches support the fact that match-up of product characteristics and model attractiveness type enhances the effectiveness of marketing communication.Therefore, selection of the appropriate type of model attractiveness with the product fashionability is crucial to enhance the communication effectiveness. In this study, two research questions are explored. Firstly, various products based on the product fashionability types and the attractiveness type based on measuring various models' attractiveness were classified, secondly causal relationship between the fashionability and attractiveness type was explored.The fashionability of product has two dimensions such as retail/manufacture fashionability and design fashionability. And the model attractiveness type was classifed into four dimensions such as 'trendy', 'cute', 'competent', and 'feminine'. The result of regression analysis shows that the 'cute' dimension on retail/manufacture fashionability and 'trendy' on design fashionability shows significant effects repectively. Therefore, model with cute type attractiveness is recommended to a product which has high level retail/manufacture fashionability. Also, model with trendy type attractiveness is recommended to a product which has high level design fashionability. The result shows selection of the model attractiveness type has significant effect on the match-up effect of the product fashionability.

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