온라인 패션 쇼핑몰 광고모델이 쇼핑 감정과 광고효과에 미치는 영향

Abstract

온라인 쇼핑은 유통업계 시장의 주요 동력이며 지속적인 성장세를 나타내고 있다. 사람들은 인터넷 활용을 통해 보다 넓어진 선택권을 이용하여 다양한 제품을 선택하고 있으며, 유동적인 충성도와 선호도를 나타낸다. 이에 따라 온라인 쇼핑몰은 고객이 선호하는 바를 빨리 파악하여 그에 맞는 마케팅 기법을 개발하고 고객의 관심을 끌기 위해 노력한다. 특히 온라인 의류 쇼핑몰을 이용하는 소비자들은 마네킹 혹은 비착의된 제품 보다 실제 착의된 상태에서 매력적으로 느껴지는 제품을 구매한다. 때문에 피팅모델로 불리는 온라인 패션 쇼핑몰 광고모델은 쇼핑몰 마케팅 부분에 있어 큰 비중을 차지하고 있으며, 마케터 들은 자신의 쇼핑몰을 대표할 수 있는 매력적인 광고모델 구비를 중요시하고 있다. 하지만 보통 체형의 여성들과 괴리감이 있는 완벽한 몸매의 쇼핑몰 모델 사용은 방문객들로 하여금 신뢰를 주지 못하거나 제품에 대한 의심을 낳기도 한다. 본 연구에서는 온라인 광고모델이 소비자의 감정과 광고효과에 미치는 영향을 알아보았으며, 이와 같은 결과는 온라인 의류 쇼핑몰 소비자에 대한 이해를 높이기 위한 자료로 활용될 수 있을 것이다. 본 연구의 실증적 조사는 설문지법을 이용하였다. 선행연구에서 사용된 문항을 수정, 보완하여 온라인 쇼핑으로 의류제품을 구매한 경험이 있는 전국의 20-30대 여성을 대상으로 온라인 설문을 실시하였으며, 총 350부의 데이터를 최종 통계 분석에 사용하였다. 연구의 분석 결과, 소비자가 온라인 쇼핑몰 모델을 매력적으로 생각할수록 긍정적 감정과 부정적 감정이 모두 증가하는 것으로 나타났다. 신체상 불일치는 긍정적 감정에 유의한 영향을 미치지 않았으나, 부정적 감정에 영향을 미치는 것으로 나타나 소비자가 모델과 자신의 신체 이미지 간의 차이를 크게 느낄수록 부정적 감정이 증가하는 것으로 분석되었다. 또한 신체상 불일치가 긍정적 감정에 미치는 영향에 있어 고/저 집단의 차이는 유의하지 않았으나, 부정적 감정에는 집단 간 차이가 있는 것으로 나타나 모델과의 신체 차이를 크게 지각한 사람이 부정적 감정을 높게 지각하는 것으로 나타났다. 마른체형의 내면화는 연령에 따라 유의한 차이가 있었는데, 30대 여성보다 20대 여성이 그 정도가 더 높았다. 마른체형의 내면화는 긍정적 감정과 부정적 감정 모두에 영향을 미치고 있었으며, 소비자가 마르고 매력적인 체형을 내면화할수록 긍정적 감정과 부정적 감정이 높아지는 것으로 나타났다. 마른체형의 내면화가 쇼핑 감정에 미치는 영향에 있어 연령에 따른 유의한 차이가 있었는데, 20대와 30대 여성 모두 마른체형의 내면화가 높을수록 긍정적 감정이 높아졌으며, 30대 여성은 20대 여성과 달리 마른체형의 내면화가 높을수록 부정적 감정이 높아지는 것으로 나타났다. 쇼핑 감정이 모델태도에, 모델태도가 제품태도에, 제품태도가 구매의도에 순차적으로 영향을 미치는 것으로 나타나 소비자가 긍정적/부정적 감정을 느낄수록 모델과 제품에 대한 호의적인 태도를 형성하며 최종적으로 구매의도에 긍정적인 영향을 주고 있었다. 또한 모델태도가 구매의도에 직접적인 영향을 미쳐 소비자가 광고모델에 긍정적인 태도를 형성할수록 제품을 구매하려는 의사가 높아지는 것으로 나타났다. 이상의 결과를 종합한 결론은 다음과 같다. 온라인 의류 쇼핑몰 광고모델을 매력적인 사람이라고 평가할수록 소비자는 그와 닮고 싶어 하지만, 동시에 광고모델과 자신은 너무나 다르며 관련 없는 사람이라 여기고 있었다. 또한 광고모델과 자신의 신체차이를 크게 느끼며, 평소 마르고 날씬한 몸매를 아름다운 외모의 기준으로 두고 있는 소비자일수록 부정적인 감정들이 높아지고 있었다. 온라인 의류 쇼핑몰 마케터들이 제시하는 매력적인 광고모델은 소비자의 이목을 집중시키지만 소비자에게 항상 좋은 감정만을 느끼게 하지 않으며 너무나 매력적인 모델은 오히려 부정적인 감정을 일으키게 되는 것이다. 하지만 이러한 부정적 감정이 긍정적 감정과 마찬가지로 긍정적인 광고효과를 창출하는 것은 온라인 마케터들이 매력적인 광고모델을 사용하는 중요한 이유 중 하나일 것이다. 그러나 제품이 아닌, 고매력 광고모델을 이용한 경쟁적 마케팅 방식이 계속된다면 소비자가 느끼는 부정적 감정은 긍정적 감정을 넘어서게 될 것이며 이는 언젠가 광고효과에 의도치 않은 부정적인 영향을 미치게 될 것이다. 소비자가 제품을 구매하더라도 직접 제품을 입었을 때, 광고모델과 다른 실루엣이 나타난다면 제품과 쇼핑몰의 신뢰도를 떨어뜨리고 쇼핑몰 재방문과 재구매로 이어지지 않을 가능성이 높다. 따라서 TV와 잡지 등의 기존의 미디어들뿐만 아니라 온라인에서도 마른 신체의 가치를 퍼뜨리는 일을 주도하고 있음을 깨닫고 인공적으로 만들어진 비현실적인 이미지를 소비자에게 전달하는 것을 자제해야 할 것이다. 그리고 일반적인 여성들이 달성하기 어려운 수준의 신체 사이즈를 지닌 광고모델의 사용을 지양하고, 소비자의 평균적인 신체 사이즈와의 차이를 최소화한 매력적인 모델을 사용한다면 더욱 효과적인 마케팅 효과를 기대할 수 있을 것이다. 동시에 광고모델의 정확한 신체 치수를 제공하여 소비자가 모델의 체형을 고려할 수 있게 하며, 보정을 하지 않은 사진을 추가로 제시하여 제품에 신뢰할 수 있도록 해야 할 것이다. |Online shopping is a critical drive in the distribution industry and market, and is growing continuously. People choose among various products, using the expanded choices by utilizing internet, and have movable preference and loyalty. So, online shopping malls are trying to identify the customers’ preferences, design the approaches appropriate to them, and attract the attentions of the customers. Particularly, the consumers using online fashion shopping malls tend to purchase they feel attractive when they try on it, rather than the ones mannequins put on or just hang on. So, advertising models for online fashion shopping malls, so called fitting models, have big roles in marketing for shopping malls. Marketers consider important to procure attractive ad models that can represent their shopping malls. However, the shopping mall models with perfect body shapes far from the averaged women with usual body shapes sometimes cause skepticism about the products or at least they can fail to give trust to the visitors. In this study we examined the influence of online ad models on customers’ emotions and the effects of the ads. And the results of this study are expected to be used as materials for raising understanding about the customers of online fashion shopping malls. The substantial survey for this study used the way of questionnaire. The online survey was done to the 20-30 ages women in nationwide who have purchasing experiences using on-line shopping. 350 copies of the questionnaire were recovered and used for final statistics and analysis. In the questionnaire, we modified and supplemented the items that were used in the previous studies. According to the analysis of the results, the more a customer thinks of a model attractive, both positive and negative feelings are increasing. Body-image discrepancy doesn’t have significant influence on positive feelings, but does on negative feelings. The larger a customer feels the discrepancy of the body images between a model and herself, the negative feelings are larger. In the influence of the body-image discrepancy on positive feelings, the differences between the high and low group were not significant. But on negative feelings, there were differences between the groups. It means that who perceive the body-image discrepancy from a model as larger also perceive the negative feelings as larger. Thin-ideal internalizations have significant differences by ages. The women in 30s showed higher degree of internalization than the women in 20s. Thin-ideal Internalizations have influences on both positive and negative emotions. The stronger a customer internalizes a thin and attractive body image, positive and negative emotions are increasing together. In the influence of thin-ideal internalization, there were significant differences by ages. In both the women in 20s and 30s, the stronger they internalize the thin ideal, the higher their positive emotion was. But, the women in 30s have higher positive emotion, as they have higher degree of internalization, which is different from the women in 20s. Shopping emotions have influences on the attitude toward model, and the attitude toward the model on the attitude on the products, and then the attitude on the products on purchase intentions, sequentially. The more a customer feels positive/negative feelings, it forms a favor attitude to a model or a product, and eventually influences positively on purchase intentions. Also, the attitudes on models influence directly on purchase intentions, resulting into raise of purchase intentions, as a customer has positive attitudes to advertisement models. The results are summed up as follows: When a customer considers a fitting model more attractive, she desires to resemble the model, but at the same time she thinks of the model as too different and far from herself. Also, when a customer feels larger the body discrepancy between the advertisement model and herself, and places the reference of beauty on thin and skinny body shape, the negative emotion was higher. The attractive advertisement models presented by the marketers of online fashion market catch attentions of customers, but it doesn’t always cause positive emotions. Or, too much attractive models can cause negative emotions. But one of the important reason the online marketers use those kinds of attractive advertisement models is very that those negative emotions, like positive emotions, create positive advertisement effects. However, if those marketing methods using highly attractive advertisement models continue, negative feelings of customers will beyond positive emotions, and someday it might have unexpected negative influences on advertisement effects. Even after a customer buys a product, if she sees different silhouette from the advertisement model, it may reduce trust toward the shopping mall, and revisit to the shopping mall and repurchase are likely not to occur. Therefore, on-line media, let alone existing media like TV and journals, have to realize that they are leading proliferation of thin body value. And they have to refrain from deliverance to customers of the artificial and unrealistic images to consumers. If they reject use of the advertisement models with the body dimensions that usual women are difficult to achieve, and use attractive models with minimized discrepancy with usual women, they would expect more effective marketing. At the same time, they need to offer the exact body dimensions of the advertisement models, so that the consumers consider body shape of the models. And they also can present additionally the undoctored pictures and raise trust of consumer to the products.; Online shopping is a critical drive in the distribution industry and market, and is growing continuously. People choose among various products, using the expanded choices by utilizing internet, and have movable preference and loyalty. So, online shopping malls are trying to identify the customers’ preferences, design the approaches appropriate to them, and attract the attentions of the customers. Particularly, the consumers using online fashion shopping malls tend to purchase they feel attractive when they try on it, rather than the ones mannequins put on or just hang on. So, advertising models for online fashion shopping malls, so called fitting models, have big roles in marketing for shopping malls. Marketers consider important to procure attractive ad models that can represent their shopping malls. However, the shopping mall models with perfect body shapes far from the averaged women with usual body shapes sometimes cause skepticism about the products or at least they can fail to give trust to the visitors. In this study we examined the influence of online ad models on customers’ emotions and the effects of the ads. And the results of this study are expected to be used as materials for raising understanding about the customers of online fashion shopping malls. The substantial survey for this study used the way of questionnaire. The online survey was done to the 20-30 ages women in nationwide who have purchasing experiences using on-line shopping. 350 copies of the questionnaire were recovered and used for final statistics and analysis. In the questionnaire, we modified and supplemented the items that were used in the previous studies. According to the analysis of the results, the more a customer thinks of a model attractive, both positive and negative feelings are increasing. Body-image discrepancy doesn’t have significant influence on positive feelings, but does on negative feelings. The larger a customer feels the discrepancy of the body images between a model and herself, the negative feelings are larger. In the influence of the body-image discrepancy on positive feelings, the differences between the high and low group were not significant. But on negative feelings, there were differences between the groups. It means that who perceive the body-image discrepancy from a model as larger also perceive the negative feelings as larger. Thin-ideal internalizations have significant differences by ages. The women in 30s showed higher degree of internalization than the women in 20s. Thin-ideal Internalizations have influences on both positive and negative emotions. The stronger a customer internalizes a thin and attractive body image, positive and negative emotions are increasing together. In the influence of thin-ideal internalization, there were significant differences by ages. In both the women in 20s and 30s, the stronger they internalize the thin ideal, the higher their positive emotion was. But, the women in 30s have higher positive emotion, as they have higher degree of internalization, which is different from the women in 20s. Shopping emotions have influences on the attitude toward model, and the attitude toward the model on the attitude on the products, and then the attitude on the products on purchase intentions, sequentially. The more a customer feels positive/negative feelings, it forms a favor attitude to a model or a product, and eventually influences positively on purchase intentions. Also, the attitudes on models influence directly on purchase intentions, resulting into raise of purchase intentions, as a customer has positive attitudes to advertisement models. The results are summed up as follows: When a customer considers a fitting model more attractive, she desires to resemble the model, but at the same time she thinks of the model as too different and far from herself. Also, when a customer feels larger the body discrepancy between the advertisement model and herself, and places the reference of beauty on thin and skinny body shape, the negative emotion was higher. The attractive advertisement models presented by the marketers of online fashion market catch attentions of customers, but it doesn’t always cause positive emotions. Or, too much attractive models can cause negative emotions. But one of the important reason the online marketers use those kinds of attractive advertisement models is very that those negative emotions, like positive emotions, create positive advertisement effects. However, if those marketing methods using highly attractive advertisement models continue, negative feelings of customers will beyond positive emotions, and someday it might have unexpected negative influences on advertisement effects. Even after a customer buys a product, if she sees different silhouette from the advertisement model, it may reduce trust toward the shopping mall, and revisit to the shopping mall and repurchase are likely not to occur. Therefore, on-line media, let alone existing media like TV and journals, have to realize that they are leading proliferation of thin body value. And they have to refrain from deliverance to customers of the artificial and unrealistic images to consumers. If they reject use of the advertisement models with the body dimensions that usual women are difficult to achieve, and use attractive models with minimized discrepancy with usual women, they would expect more effective marketing. At the same time, they need to offer the exact body dimensions of the advertisement models, so that the consumers consider body shape of the models. And they also can present additionally the undoctored pictures and raise trust of consumer to the products.