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본 연구는 광고에 대한 감정반응이 광고태도, 브랜드태도, 구매자극도에 미치는 영향이 ‘제품에 대한 관여도’와 ‘브랜드 친숙도’에 따라 어떤 차이를 보이는지를 살펴보았다. 광고에 대한 감정반응은 부정적 감정/긍정적 감정/자극적 감정으로 분류되었고 이것을 독립변수로 광고태도, 브랜드태도, 구매자극도에 미치는 영향을 측정하였다. 연구결과, 브랜드 친숙도는 감정반응이 ‘광고태도’에 영향을 미치는 과정에서 중요한 조절변수였다. 즉, 친숙브랜드보다 비친숙 브랜드 일 때 감정반응이 광고태도에 더 많은 영향을 미쳤다. 그리고 ‘부정적 감정’이 광고태도에 가장 많은 영향을 미쳤다. 감정반응이 ‘브랜드태도’에 영향을 미치는 과정에는 제품 관여도가 중요한 조절변수 역할을 하였다. 즉, 고관여 제품의 경우에는 감정반응이 브랜드태도에 영향을 미치지 못했지만, 저관여 제품의 경우, 친숙 브랜드와 비친숙 브랜드 모두에 감정반응이 영향을 미쳤다. 또한 감정반응은 ‘구매자극도’에 직접적인 영향을 미쳤다. 특히, 저관여 제품의 비친숙 브랜드 일 때 그 영향력이 가장 컸다. 그리고 대체로 자극감정이 구매자극도에 가장 많은 영향을 미쳤다.


The purpose of this study is to investigate the effect of the affective responses generated by an advertisement on attitudes toward ads, attitudes toward brand and purchase stimulation level in accordance with audience involvement and brand familiarity. The affective responses generated by an advertisement were classified 3 Factors (negative affect, positive affect, stimulative affect). These 3 affective factors were established as independent variables, and attitude toward ads, attitude toward brand and purchase stimulation were established as dependent variables. The results of the analysis are as follows : a. Attitudes toward ads : the affective responses bad a great effect on attitudes toward ads. especially, brand familiarity was important variables in the process. When brand familiarity was low, the affective responses had a greater effect on attitudes toward ads. And a negative response in affective responses showed a great effect on attitudes toward brand. b. Attitudes toward brand : The affective responses had less effect on attitudes toward brand than attitudes toward the ads, and audience involvement was important variables in the process. That is, when involvement was high, the affective responses had no effect on attitude toward brand. But when involvement was low, the affective responses had and effect on both high-familiarity brand and low-familiarity brand. c. Purchase stimulation level: The affective responses had a direct effect on purchase stimulation. Both audience involvement and brand familiarity was important variables in the process. That is, when audience involvement was low and brand familiarity was low, the affective responses had a great effect on purchase stimulation. The stimulative response in affective responses had a great effect on attitude toward brand.