서로 다른 광고유형이 중국 소비자들에게 미치는 영향에 대한 연구
The Study on the Influence of Different Types of Advertisement on Chinese Consumers
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초록
연구목적: 최근 중국에서는 전통적인 일반 모델 광고와 달리 소비자들의 시선을 사로잡는 크로스 모델 광고 형태가 급성장하고 있다. 본 연구는 다른 광고 유형(일반 모델 광고와 크로스 모델 광고)이 소비자들의 지각된 유용성과 지각된 유희성에 어떻게 영향을 미치는가에 중점을 두고, 두 가지 지각된 심리가 소비자들의 구매의도에 어떻게 영향을 미치는지를 연구했다. 논문구성/논리: 제1장의 서론에서는 연구 목적과 배경을 제시한다. 제2장에서는 선행연구의 이론적 배경을 바탕으로 가설을 도출하였다. 제3장에서는 연구 모델을 설정하고 설문 구성과 측정 방법을 제시한다. 제4장에서는 IBM SPSS 21.0을 통해 가설을 검증하기 위한 데이터 분석을 수행했다. 제5장에서는 연구결과를 요약하고 시사점과 한계점 및 향후 연구 방향을 논의하였다. 결과: 본 연구는 두 가지 광고 유형이 소비자들의 지각된 유용성과 지각된 유희성에 대해 다른 영향을 미친다는 것을 검증하였다. 즉, 크로스 모델 광고보다 일반 모델 광고가 지각된 유용성, 지각된 유희성에 더 긍정적인 영향을 미친다는 것이다. 또한 지각된 유용성과 지각된 유희성은 광고 유형과 구매의도 사이의 매개 역할을 한다는 것을 검증했다. 독창성/가치: 본 연구는 일반 모델 광고와 크로스 모델 광고가 소비자들의 구매의도에 미치는 영향을 연구했다. 소비자들의 지각된 심리적 요인(지각된 유용성, 지각된 유희성)을 연관시키고 광고 유형의 비교 연구를 수행했다. 연구를 통해 중국 고유문화의 영향으로 인해 일반 모형 광고는 크로스 모형 광고보다 지각된 유희성 측면에서 중국 소비자들에게 더 적극적이라는 것이 밝혀졌다. 이는 선행연구와는 반대 결과가 나타났다. 이것은 민족 문화의 차이에서 광고 유형의 발전방향에 대한 새로운 시각을 제공한다.
Abstract
Purpose: In recent years, the cross-model advertising have been developed and spread rapidly over general model advertising in China as part of the enhanced attraction to consumers. The focus of this study is to see how different types(general model advertising and cross-model advertising) of advertising schemes can affect consumer's perceived usefulness, and perceived playfulness on its pathway to consumer s purchase intention. Composition/Logic: This study begins with the background and the purpose of the research in the first chapter. In the second chapter, the hypotheses are proposed with the help of the theoretical backgrounds and purpose of this research. Chapter three suggested the research model and data collection methodology. Chapter four, the data analyses were conducted through IBM SPSS 21.0 to test our hypotheses. And in chapter five, we summarized research results along with implications, and limitations for future research directions. Findings: This research looks whether the two types of advertising schemes: general and cross models do have different effects on consumers' perceived usefulness and perceived playfulness. The findings indicated that the general model advertising scheme has more positive effects on perceived usefulness, perceived playfulness as compared to the cross-model advertising scheme. In addition, the mediating effect of perceived usefulness, and perceived playfulness to consumer’s purchase intention was hold. Originality/Value: This study expands the theoretical perspective of general model advertising and cross-model advertising influencing consumers’ purchase intention. In China, where the culture is relatively conservative and male-oriented in nature, the general model advertising has more positive influence on perceived playfulness than cross-model advertising. This result is assumed to be exclusive to Chinese culture but not elsewhere. Previous studies brought about the exact opposite results. This can bring new insights for future research on the development of advertising types and schemes in Chinese culture.
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