PPL에 대한 수용자의 태도가 PPL된 제품 태도 및 구매의도에 미치는 영향

채세라,한웅희,김건하 한국유통과학회 2015 유통과학연구 Vol.13 No.1

Purpose – This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology – The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results – The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions – The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

헤어디자이너의 소비성향과 명품구매동기, 명품구매태도의 관계

손병창,박은준 한국미용학회 2023 한국미용학회지 Vol.29 No.5

The need for research on luxury consumption behavior is increasing as individual luxury consumption is expanding among various consumers as a symbolic factor representing their individuality and social status due to the economic development of society and the increase in personal income. Therefore, in this paper, propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were investigated and analyzed to study the consumption behavior of the hair designer group. This study directly distributed 400 questionnaires to adults in their 20s and older in Seoul and Gyeonggi Province through a self-response survey, and collected 338 questionnaire analysis data, excluding 62 that were deemed insufficient to analyze. Through reliability analysis and factor analysis, the validity and reliability of hair designers' propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were confirmed. In addition, through regression analysis, it was analyzed how propensity to consume, affects motivation for purchasing luxury goods and luxury purchase attitude, and how motivation for purchasing luxury goods affects luxury purchase attitude. As a result of the analysis, it was confirmed that consumers with high ostentatious and planned tendencies are more likely to have an incentive to motivation for purchasing luxury goods, and consumers with reasonable tendencies have a negative relationship with the motivation for purchasing luxury goods. It has also been confirmed that hair designers who want to purchase luxury goods for social or practical purposes have a more positive attitude toward luxury goods. This shows that there is a close relationship between motivation for purchasing luxury goods and purchase attitude, and suggests that consumers' purchase motivation should be considered through strategies that emphasize brand value.

스포츠 이벤트 공식스폰서 광고 효과 분석

이종호(Lee Jong-Ho),최종필(Choi Jong-Pill) 한국스포츠산업경영학회 2003 한국스포츠산업경영학회지 Vol.8 No.1

본 연구는 광고유형(월드컵 공식스폰서 광고, 일반광고)과 제품유형(고관여 제품, 저관여 제품)에 따른 광고 효과를 분석하는데 목적이 있었다. 즉 광고유형과 제품유형에 따른 광고 메시지 수용자의 광고태도, 제품태도, 기업이미지 태도, 그리고 구매의도 차이를 분석하고, 광고태도, 제품태도, 기업이미지 태도가 향후 광고 수용자의 제품 구매의도에 미치는 영향을 분석하기 위하여 유층표집 및 임의표집을 통하여 대학생 905명(월드컵 공식 스폰서광고, 457명; 일반광고, 448명)을 대상으로 설문조사를 실시하였다. 설문지는 윤각(1997), 서희정(2002), 임명옥(1998) 그리고 강신도(1999) 등이 사용한 설문지를 기초로 본 연구의 목적에 부합하도록 수정ㆍ보완하여 신뢰도를 검증한 후 본 연구의 최종 설문지로 사용하였다(기업이미지 태도 α=.9117: 광고태도 α=.9108: 제품태도 α=.8328: 구매의도 α=.8552). 자료분석을 위하여 사용한 통계기법은 빈도분석, 신뢰도검증, 이원번량분석(twa-way ANOVA), 그리고 중다회귀분석(multiple regression analysis) 등이다. 이상과 같은 연구방법 및 절차를 통하여 다음과 같은 결론을 얻었다. 첫째, 스포츠 이벤트 공식스폰서십을 통한 광고가 일반광고보다 광고 효과가 높은 것으로 나타났다. 즉 광고 메시지 수용자들은 스포츠 스폰서십을 통한 광고의 광고태도, 제품태도, 기업이미지 태도, 제품 구매 의도에서 일반광고보다 긍정적으로 평가(인식)하는 것으로 나타났다. 둘째, 저관여 제품의 광고 효과가 고관여 제품의 광고 효과보다 높은 것으로 나타났다. 즉 광고 메시지 수용자들은 저관여 제품 광고의 광고태도, 제품태도, 기업이미지 태도, 제품 구매의도에서 고관여 제품의 광고보다 긍정적으로 평가하는 것으로 나타났다. 셋째, 광고유형과 제품유형 간에는 상호작용 효과가 나타나지 않았으며, 스포츠 이벤트 스폰서십을 통한 저관여 제품 광고 효과가 가장 높은 것으로 나타났다. 즉 광고 메시지 수용자들은 스포츠 스폰서십을 통한 저관여 제품에 대한 광고의 광고태도, 제품태도, 기업이미지 태도, 제품 구매의도를 긍정적으로 평가하고 있는 것으로 나타났다. 넷째, 스포츠 이벤트 공식스폰서 광고에 따른 광고 수용자들이 평가하는 광고태도, 제품태도, 기업이미지 태도는 향후 광고 수용자들의 제품 구매의도에 영향을 미치는 것으로 나타났으며, 일반광고의 경우 제품태도, 기업이미지 태도는 제품 구매의도에 유의하게 영향을 미치는 것으로 나타났다. 이상을 종합해보면 스포츠 이벤트 스폰서십를 통한 저관여 제품의 광고 효과가 가장 높은 것으로 나타났으며, 광고 수용자들이 평가하는 광고태도, 제품태도, 기업이미지 태도는 향후 광고 메시지 수용자들의 제품 구매의도에 영향을 미치는 것으로 나타났다. 따라서 치열한 시장 경쟁구도와 다양한 커뮤니케이션 도구의 홍수 속에서 기업의 생존전략과 소비자들에게 광고 수용성을 높일 수 있는 기업 커뮤니케이션 수단으로서의 스포츠 이벤트를 통한 광고 및 홍보의 전략이 강구되어져야 할 것으로 사료되어진다. The purpose of this study was to examine the advertisement effects of sport events sponsorship for advertisement attitude, product attitude, attitude toward cooperate image, and intention to purchase. To accomplish the purpose of this study, 905 university students from five stratified randomly selected universities were surveyed by means of the revised questionnaires. The content validity and reliability of both the questionnaires were determined by conducting a pilot study. The reliability coefficient for the questionnaire was found to be α=.8328-.9117. The questionnaire utilized a seven-point Likert-type scale was employed for ascertaining the degree of importance that each respondent attached to each item. The following statistical methods were applied by employing the SPSS 10.0V. for the statistical analysis: frequency analysis, multiple regression, and two-way ANOVA. The results of the study were as follows: First, the advertisement attitude, product attitude, corporate image, and purchasing intention were significantly different with respect to types of advertisement. Respondents had better positive estimation about advertisement attitude, product attitude, corporate image, and purchasing intention in case of sports sponsorship advertisement than general advertisement. Second, the advertisement attitude, product attitude, corporate image, and purchasing intention were significantly different with respect to types of product involvement, advertisement, Respondents had better positive estimation about advertisement attitude, product attitude, corporate image, and purchasing intention in case of low involvement product than high involvement product. Third, there were no interaction effects between the types of advisement and product involvement, but the sports sponsorship advisement of low involvement product was more effective than sports sponsorship advisement of high involvement product, general advisement of low involvement and high involvement product such as advertisement attitude, product attitude, corporate image, and purchasing intention. Finally, the degree of estimation of advertisement attitude, product attitude, and corporate image of sports sponsorship advertisement significantly influenced the purchasing intention of customers. And the degree of estimation of product attitude, and corporate image of sports sponsorship advertisement significantly influenced the purchasing intention of customers.

여행상품의 구매동기와 태도에 따른 만족

박시범,선진영 한국관광산업학회 2012 Tourism Research Vol.36 No.-

This study was to investigate whether travelers' motivations had a significant effect on their attitudes with a focus on behavioral process of the customers who purchased travel products, and whether these attitudes had a significant influence on travelers' satisfaction again. It was to grasp which motivations had a positive attitude on travel products and which variables affected their satisfaction, to explore measures that could improve a positive attitude and their satisfaction on travel products. Empirical analysis results based on the purpose of this study were as follows:Push motivation of purchase motivations for travel products was composed of four factors such as escape, novelty, friendship promotion, self-realization, and three factors of escape, novelty and self-realization of them had a significant effect on affective attitude and cognitive attitude, and four factors affected behavioral attitude. Pull motivation was analyzed as three factors of service attractiveness, regional attractiveness, convenience, these has a significant influence on behavioral attitude and cognitive attitude, two factors of regional attractiveness and convenience had an effect on affective attitude. With regard to these attitudes on travel products, behavioral attitude, cognitive attitude, affective attitude appeared to affect their satisfaction in the order, and the satisfaction of the travelers showed to affect repurchase intention of travel products. In other words, travelers seek for travel information actively, as they think travel the opportunity to recharge, their satisfaction increases, and motivations like travelers' novelty, escape and regional attractiveness stimulate travelers through marketing activities focused on travel products to provide joy away from everyday life, new cultures and spectacles, and their motivations should have a positive effect on positive attitude formation and active purchase behavior. commitment.

여행상품의 구매동기와 태도에 따른 만족

박시범 ( Si Beum Park ),선진영 ( Jin Young Seon ) 한국관광산업학회 2012 Tourism Research Vol.36 No.-

This study was to investigate whether travelers` motivations had a significant effect on their attitudes with a focus on behavioral process of the customers who purchased travel products, and whether these attitudes had a significant influence on travelers` satisfaction again. It was to grasp which motivations had a positive attitude on travel products and which variables affected their satisfaction, to explore measures that could improve a positive attitude and their satisfaction on travel products. Empirical analysis results based on the purpose of this study were as follows: Push motivation of purchase motivations for travel products was composed of four factors such as escape, novelty, friendship promotion, self-realization, and three factors of escape, novelty and self-realization of them had a significant effect on affective attitude and cognitive attitude, and four factors affected behavioral attitude. Pull motivation was analyzed as three factors of service attractiveness, regional attractiveness, convenience, these has a significant influence on behavioral attitude and cognitive attitude, two factors of regional attractiveness and convenience had an effect on affective attitude. With regard to these attitudes on travel products, behavioral attitude, cognitive attitude, affective attitude appeared to affect their satisfaction in the order, and the satisfaction of the travelers showed to affect repurchase intention of travel products. In other words, travelers seek for travel information actively, as they think travel the opportunity to recharge, their satisfaction increases, and motivations like travelers` novelty, escape and regional attractiveness stimulate travelers through marketing activities focused on travel products to provide joy away from everyday life, new cultures and spectacles, and their motivations should have a positive effect on positive attitude formation and active purchase behavior. commitment.

소비자의 웰빙태도 및 웰빙구매행동 영향요인 분석

김민정 誠信女子大學校 生活文化硏究所 2008 生活文化硏究 Vol.22 No.-

This study analyzed the differences in aspect of consumer's well-being attitude and well-being purchasing behavior based on consumer's social demographic characteristics. Moreover, this study examined the factors that influence consumer's well-being attitude and well-being purchasing behavior and analyzed whether consumer's attitudes toward health and environment which is the keyword for well-being influence the attitude for well-being and whether consumer's well-being attitude and information exploring behaviors have effect on well-being purchasing behavior or not. The findings of this study were as follows : First, there were statistically significant differences on consumer's well-being attitude depending on education level, local residents, profession, household income. Second, there were statistically significant differences on consumer's well-being purchasing behavior depending on age, marital status, local residents, household income. Third, variables affecting on consumer's well-being attitude were education level, local residents, health-oriented attitude. Fourth, variables affecting on consumer's well-being purchasing behavior were employment status, well-being attitude, information exploring behavior.

THE INFLUENCE ON SOCIAL RESPONSIBILTY IN ADVERTISING UPON BRAND ATTITUDE IN LUXURY PRODUCTS

So Young Heo,Kyung Hoon Kim,Juran Kim,NamHee Jin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study explores relationship between social responsibility in advertising and brand attitude in luxury products. This study investgates how psychological constructs of attitude towards advertising affect brand attitude and purchase intention of luxury brand consumer and how it can lead the sustainable development of luxury products. Consumers no longer purchase products only but depend on quality and price of product. With globalization and rapid growth, corporate social responsibility becomes important issue. And the advertising represents corporate image and management concept. More recently, and coinciding with some major corporate ethical disasters, many companies have been including sections on governance, ethical practice, and social responsibility (David S. Waller & Roman Lanis, 2009). According to David S. Waller & Roman Lanis (2009), Corporate social responsibility (CSR) disclosure has been the subject of substantial academic accounting research (Farook and Lanis 2005; Gray, Owen, and Maunders 1987). Advertising is one of the typical means that can represent a corporate image. As defined by Lutz (1985, p. 53), attitude toward advertising in general is “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general.” In his framework, Lutz viewed attitude toward advertising in general as being directly influenced by general perceptions of advertising (Srinivas Durvasula et al., 1993). Authors would like to study following issues in this research. (1) How perceived social responsibility influences Attitude toward advertising. (2) How fashion consumer behavior influences Attitude toward advertising. (3) How attitude toward advertising affects brand attitude and purchase intention. (4) How proximity plays a moderating role among perceived social responsibility, attitude toward advertising and brand attitude.

THE INFLUENCE ON SOCIAL RESPONSIBILTY IN ADVERTISING UPON BRAND ATTITUDE IN LUXURY PRODUCTS

So Young Heo,Kyung Hoon Kim,Juran Kim,NamHee Jin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8

This study explores relationship between social responsibility in advertising and brand attitude in luxury products. This study investgates how psychological constructs of attitude towards advertising affect brand attitude and purchase intention of luxury brand consumer and how it can lead the sustainable development of luxury products. Consumers no longer purchase products only but depend on quality and price of product. With globalization and rapid growth, corporate social responsibility becomes important issue. And the advertising represents corporate image and management concept. More recently, and coinciding with some major corporate ethical disasters, many companies have been including sections on governance, ethical practice, and social responsibility (David S. Waller & Roman Lanis, 2009). According to David S. Waller & Roman Lanis (2009), Corporate social responsibility (CSR) disclosure has been the subject of substantial academic accounting research (Farook and Lanis 2005; Gray, Owen, and Maunders 1987). Advertising is one of the typical means that can represent a corporate image. As defined by Lutz (1985, p. 53), attitude toward advertising in general is “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general.” In his framework, Lutz viewed attitude toward advertising in general as being directly influenced by general perceptions of advertising (Srinivas Durvasula et al., 1993). Authors would like to study following issues in this research. (1) How perceived social responsibility influences Attitude toward advertising. (2) How fashion consumer behavior influences Attitude toward advertising. (3) How attitude toward advertising affects brand attitude and purchase intention. (4) How proximity plays a moderating role among perceived social responsibility, attitude toward advertising and brand attitude.

여행상품 모바일 광고 특성과 소비자태도, 구매의도 간의 관계 연구

신재원 관광경영학회 2020 관광경영연구 Vol.96 No.-

The Advanced mobile technology has resulted in the increasing use of mobile device to deliver advertisements for services and products in travel industry. The purpose of this study is to investigate the relationship among Mobile advertisement characteristic, consumer attitude and purchase intention. To perform this study, total 250 questionnaire were distributed to consumers who had experienced mobile ads of travel product from their device dated from November 1th to November 30th. Unworkable data were excluded, 229 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using SPSS 18.0 accordingly. For the study structure, mobile ads characteristic was divided with personalization, informativeness, interactivity, credibility and entertainment. Consumer attitude was divided with advertising attitude and brand attitude. Purchase intention was a single factor. The results have shown as follows: Hypothesis 1, except interactivity, all attributes related mobile advertisement have a positive effect on advertising attitude. Hypothesis 2, among mobile advertisement, only three factors which are personalization, credibility and entertainment. have a positive effect on brand attitude. Hypothesis 3, advertising attitude. has a positive effect on brand attitude. Hypothesis 4, consumer attitude consisted of advertising attitude. and brand attitude had a positive effect on purchase intention. This study result has found that managing mobile advertisement is a source of competitive marketing advantage in travel industry.

중국시장에서 국가, 기업, 브랜드이미지 및 광고태도가 브랜드태도에 미치는 영향 : 선도브랜드와 추종브랜드의 조절효과

김재진,주선희,쉬잉즈 한국마케팅관리학회 2014 마케팅관리연구 Vol.19 No.2

As technology develops, the gaps between various products are getting narrower and narrower. Consequently, the present-day society is full of competition of brands. Competition without brands is powerless, commodities without brands supporting them are vulnerable commodities, and markets without brands as their foundation cannot be called "occupied markets". As a result, numerous business circles and investors have all realized that "brands" are the most precious assets of enterprises. In comparison with previous times, present Chinese consumers attach great importance to brands. In the 1970s and 1980s, Chinese consumers paid more attention to price and quality. However, according to a recently conducted investigation, external elements such as brands and design are gradually becoming major factors. This indicates that consumers in the present-day society seek personality more than a certain brand and conduct multifarious purchases. Particularly, Chinese consumers prefer foreign brands to local brands. Even if foreign and Chinese local brands are of similar quality while the prices of products of foreign brands are several times higher than that of Chinese local brands, foreign brands still sell well. Thus it can be seen that brands are of great importance to Chinese consumers’purchasing behavior. From this perspective, this research has provided marketers with implication and future development guidance. There are lots of researches into brand attitude, but among these researches, there are not many researches into image dimension, one of the influencing factors for brand attitude. Consequently, this research puts forward the variables that influence brand attitude: image and attitude toward the ad. It also puts forward the outcome variables for brand attitude: purchase intention. In addition, this research also identifies a moderating role of leader brand or follower brand in the links between image dimension, attitude toward the ad and brand attitude. The purpose of this study is to investigate the effect of image and attitude toward the ad on brand attitude, and the investigate the moderating role of leader brand or follower brand. We surveyed 340 Chinese consumers who did not purchase Canon digital cameras or Samsung digital cameras in Beijing. The data was complied from 340 questionnaires. 350 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. As the capital city as well as political and cultural center of China, Beijing is representative and that’s why investigation is conducted in Beijing. It was carried out between Jan 9 and Jan 15, 2012. The data was analyzed by frequency analysis using SPSS 18.0 and Structural Equation Modeling using LISREL 8.7. The results of the study show that country image did not have impact on brand attitude, corporate image had impact on brand attitude, brand image had impact on brand attitude, attitude toward the ad had impact on brand attitude. Also, brand attitude had impact on purchase intention. Finally, the effect of country image, corporate image brand image and attitude toward the ad is mediated by leader brand or follower brand. Based on the results of the present study, various theoretical and practical implications are proposed. In addition, limitations of current study are also discussed. The present paper concludes with proposing directions for future study. 기술이 발전하면서 각 기업의 제품별 기술적 차이가 크지 않은 상황에서 갈수록 브랜드 경쟁이 치열해지고 있다. 1970, 80년대의 대부분의 소비자는 제품을 구매할 때 가격이나 품질을 중요한 고려 요인으로 삼았다면 현재 소비자 구매의사결정에 브랜드와 디자인 등 제품의 무형적 요소의 중요성이 점점 증가하고 있다. 중국도 세계시장의 트렌드에 따라 자국 브랜드보다는 글로벌브랜드에 대한 선호도가 높으며, 중국 제품보다 몇 배나 비싼 가격의 글로벌 브랜드를 구매하려는 관심과 구매력이 증가하고 있다. 중국은 개방과 개혁을 통해 경제발전을 이루고 있으나 공산권 국가로서 서방국가의 소비자에 비해 중국 소비자들은 브랜드에 대한 인지도가 낮은 편이라고 할 수 있다. 따라서 중국 소비자들을 대상으로 국가이미지, 기업이미지, 브랜드이미지에 따라 브랜드태도에 어떠한 영향을 미치는지 대한 연구가 필요하다고 본다. 본 연구에서 브랜드태도에 영향을 미칠 수 있는 변수로서 국가이미지, 기업이미지, 브랜드이미지와 광고태도를 제시하여 이 변수들이 중국 소비자의 브랜드태도에 미치는 영향과 브랜드태도는 구매의도에 미치는 영향을 살펴보며, 이미지 및 광고태도와 브랜드태도의 관계에서 선도브랜드와 추종브랜드 간의 조절적 영향에 대해 알아본다. 표본은 중국의 베이징 지역에 거주하는 소비자를 대상으로 설문조사를 실시하였다. 본 연구의 가설검증을 통해 얻은 결과는 다음과 같다. 국가이미지는 브랜드태도에 유의한 영향을 미치지 않는 것으로 나타났다. 기업이미지는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 브랜드이미지는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 친근감, 실용성, 우수한 디자인, 유행성 등을 포함하는 브랜드이미지가 중국 소비자의 긍정적 브랜드태도 형성에 영향을 미치는 것을 알 수 있다. 광고태도는 브랜드태도에 유의한 영향을 미치는 것으로 나타났다. 브랜드태도는 구매의도에 유의한 영향을 미치는 것으로 나타났다. 그리고 선도브랜드와 추종브랜드 간의 조절적 효과를 분석한 결과, 국가이미지, 브랜드이미지 및 광고태도와 브랜드태도의 관계에서 선도브랜드와 추종브랜드에 따른 조절적 효과가 있는 것으로 나타났다. 국가이미지와 브랜드태도 간의 관계에서 추종브랜드가 선도브랜드보다 더 영향을 많이 미치는 것을 영향을 미치며, 기업이미지와 브랜드태도 간의 관계에서 추종브랜드가 선도브랜드보다 더 영향을 미치는 것으로 나타났다. 이에 반해 브랜드이미지와 브랜드태도 간의 관계에서는 선도브랜드가 추종브랜드에 비해 더 영향을 많이 미치는 것으로 나타났으며, 광고태도와 브랜드태도 간의 관계에서는 추종브랜드가 선도브랜드에 비해 더 영향을 미치는 것으로 나타났다.