권위소구가 광고효과에 미치는 세대별 차이 연구
The Impact of Authority Appeals on the Advertising Effect by Generations
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초록
본 연구는 권위수준에 따른 광고효과의 세대별 차이를 확인하는데 있다. 즉 동일한 광고를 제공하더라도 권위수준에 따라 광고효과가 차이가 나타날 것이며 특히 세대별로 이러한 차이가 극명하게 나타날 것이라는 사실을 확인하고 있다. 연구결과 광고화자의 권위수준이 높을수록(권위효과가 클수록) 광고태도나 브랜드 태도 및 구매의도에 미치는 영향력에 있어서 기성세대들은 순권위 효과가 나타난 반면, 젊은 세대들은 오히려 권위수준이 높은 화자일수록 광고에 대한 영향력이 줄어드는 역권위 효과를 확인할 수 있었다. 즉 기성세대들에게는 동일한 광고라 할지라도 권위수준이 높은 사람이 광고를 전달하는 것이 효과적인 반면, 젊은 세대들에게는 오히려 권위수준이 높은 사람의 광고효과는 그 영향력이 감소하기 때문에 그 반대로 권위수준이 낮은 사람의 광고효과가 오히려 효과성이 높다고 정리된다. 또한 조절변수로서 권력거리에 따른 광고효과의 차이를 검증한 결과 젊은 세대들에게서는 권력거리가 낮을수록, 기성세대들에게서는 권력거리가 높을수록 광고에 대한 권위효과에 차이가 있음을 확인할 수 있었다. 이러한 연구결과를 통해 본 연구에서는 다국적 기업들이 광고소구를 선택함에 있어 선택적 주의를 기울여야 한다는 이론적･실무적 시사점을 제시하였다.
Abstract
In this study was examined the impact on the advertising authority level difference by generation. In other words, even if offered the same advertisements will appear different depending on the authority level. Furthermore, the difference will have been confirmed by further generation fact that clearly appear. As a result, the higher the level of authority, the effect appeared authority to the older generation. On the other hand, the young generation have a reversed authority effect. Specifically older generation are advertising attitude, brand attitude, and purchase intension was significantly higher authority level. And the young generation was lower rather higher authority level. Also a result of examing the moderating variable, the older generation had a different effect on the advertising authority higher power distance, and the young generation had a effect on the advertising authority higher power distance was different. These findings suggest the theoretical and practical implications that an advertisement must pay selective attention in multinational corporations.
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