광고속성이 광고태도, 브랜드인지, 브랜드태도에 미치는 영향 연구
A Study on the Impact of Advertising Attributions on Attitude toward Advertising, Cognitive Brand and Attitude toward Brand
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광고를 통한 태도형성과정에 있어서 MacKenzie 등(1989)의 광고물에 의해 형성되는 소비자 태도형성과정을 연구한 이중매개모델, 광고속성요인과 광고태도 간의 인과관계를 증명한 MacKenzie와 Lutz(1989)의 연구, 처음보는 해외광고에 있어서 광고가 가지고 있는 광고속성요인들이 소비자들의 태도형성에 미치는 영향에 관한 연구(Ducoffe, 1996)의 이론적 배경을 근거로 본 연구에서는 광고태도에 대한 연구를 확장하여 광고속성요인과 광고태도와의 인과관계, 광고속성요인과 광고태도가 브랜드인지, 브랜드태도에 미치는 직·간접영향에 대한 연구모델과 연구가설을 제시하고 공분산구조분석을 이용하여 검증하였으며 결과는 다음과 같다. 첫째, 광고속성요인들과 광고태도와의 인과관계에서는 광고태도에 유의한 영향력을 미치는 것으로 나타났다. 둘째, 광고태도는 브랜드인지, 브랜드태도에 모두 유의한 영향을 주는 것으로 나타났으며, 브랜드인지보다 브랜드태도에 더 높은 영향을 주는 것으로 나타났다. 셋째, 브랜드인지는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 광고속성요인, 광고태도, 브랜드인지가 브랜드태도에 대한 직간접 효과를 분석한 결과 각 변인 간에 직접효과가 높은 것으로 나타났으며, 광고속성요인과 브랜드인지 간에는 광고태도의 매개가 브랜드태도에는 브랜드인지의 매개효과가 있었으며, 광고태도가 브랜드태도에는 브랜드인지의 부분매개효과가 있는 것으로 나타났다.
Abstract
The purpose of this study is to identify the process of the formation of attitude toward advertising, brand cognition and the attitude toward brand after consumers are exposed to advertising. It is focused dual-mediation hypothesis. To fulfill the purpose of these study, we used the dual-mediation model is proven by MacKenzie, Lutz & Belch(1986). Thus we conduct hypothesis test based on credibility factor for MacKenzie & Lutz(1983) and three factors-informativeness, entertainment, irritation-were the starting point for explaining how consumers asses the value of advertising are proven by Ducoffe(1996). To achieve research purposes, we paralleled literature reviews and empirical researches and used SPSS 12.0 for Windows and AMOS 4.0 to test reliability and hypotheses. It is empirically tested to influence the relationship among the advertising attributions and the attitude toward advertising, brand cognition and attitude toward brand by structural relation model through covariance structural analysis. In the present study, we investigate the influence of advertising attributions on attitude toward advertising. Especially, the influence of reliability and entertainment is much more significant in the relation of attitude toward advertising. The influence of irritation is much more negative significant the relationship attitude toward advertising. Thus it is need the strategic approach to reduce irritation and to increase the range of credibility and entertainment. In the brand cognition and attitude toward brand is significantly influenced by attitude toward advertising. But the attitude toward brand did not have a direct effects to brand cognition. Therefore, it came to a conclusion that the goal of this study promote advertising attributions on dual-mediation hypothesis as the goal of advertising through this process. As a result of synthetic analysis, it is very important to make advertising that can focus more on the credibility and entertainment in the beginning exposure advertising to consumers.
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