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공익연계 마케팅(CRM) 메시지 제시 여부가 제품평가에 미치는 영향에 관한 연구: 광고소구유형과 제품유형의 조절효과를 중심으로

Effects of Cause-Related Marketing Message on Product Evaluation: Moderating Effects of Ad Appeals and Product Type

최윤식|최자영
한국소비자학회 (Korean Society Of Consumer Studies)|2011.09|소비자학연구 (Journal of Consumer Studies)|제22권 제3호|pp. 115-138

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attitude제품 태도구매의도purchase intention제품 유형advertising appeal공익연계 마케팅(Cause-Related Marketing)광고소구 유형cause-related marketing(CRM)types of product
주제분류경제학

초록

공익연계 마케팅 활동함으로써 기업은 지속적인 이윤추구와 적극적인 사회적 책임활동을 할 수 있으며, 소비자들은 일부 금액의 기부를 통해 도덕적 만족을 얻을 수 있다. 하지만 공익연계 긍정적인 혜택에도 불구하고 학문적으로 공익연계 마케팅에 대한 연구들은 제한적으로 진행되어 왔다. 즉 기존의 연구들이 공익연계 마케팅 메시지가 기업의 이미지와 판매되는 제품에 미치는 긍정적인 영향력은 많이 검증되었으나 제품 유형과 광고소구유형에 따른 공익연계 마케팅 메시지의 영향력 차이의 검증은 부족하다. 예를 들면 특정 제품에서는 공익연계 마케팅이 효과적으로 나타난 반면, 그렇지 않는 경우도 있으며 어떻게 공익연계 마케팅 메시지를 제시하느냐에 따라서 그 효과는 다르게 나타나고 있다. 따라서 본 연구에서는 제품 유형 및 광고 소구 유형을 고려하여 공익연계마케팅의 메시지가어떠한 상황에서 효과적인가를 밝혀보고자 한다. 따라서 본 연구에서는 제품유형(기능적/쾌락적), 광고소구유형(이성적/감성적), 공익연계 마케팅 메시지 여부가 제품평가에 미치는 영향력을 살펴보았다. 연구 1에서는 2×2×2 집단 간 실험설계(between-subjects factorial design)를 통해 공익연계 마케팅 메시지의감성적 편익의 제공 여부를 검증하였다. 연구결과, 소비자는 공익연계 마케팅 메시지를 포함한 제품을 구매함으로써감성적 편익을 얻으며, 이와 같은 감성적 편익은 기능적 제품보다는 쾌락적 제품에서, 이성적 광고소구보다는 감성적 광고소구에서 더 높았다. 연구 2에서는 연구 1과 동일한 방법으로 제품유형(기능적 vs. 쾌락적)과 광고소구유형(이성적 vs. 감성적)에 따라 공익연계 마케팅 메시지가 제품 태도와 구매의도에 미치는 영향력의 차이를 검증하였다. 연구결과, 공익연계 마케팅 메시지는 제품 태도와 구매의도에 긍정적인 영향력을 보였으며, 이와 같은 영향력은기능적 제품보다는 쾌락적 제품에서 더 크게 나타났다. 또한 공익연계 마케팅 메시지와 광고소구유형 사이에서도동일한 결과를 보였다. 즉, 공익연계 마케팅 메시지는 감성적 광고소구유형에 더 큰 영향력을 보였다. 본 연구에서는 이러한 결과를 바탕으로 실무적인 시사점과 향후의 연구 방향에 대하여 언급하였다.

Abstract

Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from Cause-Related Marketing(CRM) as a strategic marketing activity. Although this stream of research has contributed a great deal of insight for companies to plan a CRM activity, there is still a limited understanding of how to develop CRM campaigns or assess their impacts on both consumers and their organizations. Many previous studies have showed positive aspects of which a CRM message could influence consumers' beliefs and attitudes toward both products and companies, however, the effects of a CRM message on sales of product or brand images are shown to be inconsistent. Much extant study showed that the effectiveness of a CRM message could be affected by the nature of a product and context in which a CRM message is presented. In study 1, following hypotheses are tested through a 2(types of products: utilitarian vs. hedonic) × 2(types of advertising appeals: rational vs. emotional) × 2(CRM message present:○ vs. ×) between-subject experiment. Hypothesis 1 explores the interaction effects of CRM message and types of products or types of advertising appeals on the extent of emotional benefits. The results show that a CRM message provides emotional benefits to consumers. Also, such benefits are higher when a CRM message is represented with hedonic products and emotional advertising appeals than when utilitarian products and rational advertising appeals does. In study 2, following hypotheses are tested through a 2(types of products: utilitarian vs. hedonic) × 2(types of advertising appeals: rational vs. emotional) × 2(CRM message present: ○ vs. ×) between-subject experiment. Hypothesis 2 explores the interaction effects between a CRM message and types of products on a product evaluation and purchase intentions. We assumed that there might be differences in the effect of a CRM message on an attitude toward a product and purchase intentions between utilitarian and hedonic products. Hypothesis 3 is about the interaction effects between a CRM message and types of advertising appeals. It tests the effect of a CRM message on consumers' attitude formation and purchase intention will be more positive in emotional advertising appeal than in rational advertising appeals due to the affect confirmation effects. The results show that a CRM message has a positive effect on consumers' attitude and purchase intention with both utilitarian and hedonic products. The positive effect of a CRM message is higher when the message is presented on hedonic products than utilitarian products. Also, there are differences in the relationships between types of products and types of advertising appeals in a consumers' attitude toward a product and purchase intention. An emotional advertising appeal with a hedonic product is shown to be the most effective on consumers' product evaluations and purchase intentions. Based on the findings,the theoretical and managerial implication are then discussed.

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