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dc.contributor.advisor한상필-
dc.contributor.author정차숙-
dc.date.accessioned2020-03-09T02:41:40Z-
dc.date.available2020-03-09T02:41:40Z-
dc.date.issued2013-02-
dc.identifier.urihttps://repository.hanyang.ac.kr/handle/20.500.11754/134130-
dc.identifier.urihttp://hanyang.dcollection.net/common/orgView/200000421541en_US
dc.description.abstract제품의 기능이나 품질이 평준화되고 기업 간 경쟁이 극심해지자 제품, 브랜드 등을 차별화시키는데 효과적인 ‘스토리텔링 광고’가 급부상하게 되었다. 그러나 스토리텔링 광고에 대한 사회적 관심이나 효용성 등에 비해서 학문적, 실무적 차원의 연구는 상당히 부족한 실정이다. 특히 스토리텔링 광고의 메시지 구성요소에 대한 연구는 일천하고, 스토리텔링 광고의 효과 연구도 일반화되지 못했다. 본 연구는 이런 상황을 감안하여, 스토리텔링 광고의 메시지 구성요소인 관련성, 진실성, 명확성과 제품 관여도에 따른 스토리텔링 광고의 효과에 대해서 살펴보았다. 문헌 연구에서 스토리텔링 광고의 유형, 효과, 메시지 구성요소 등을 정리하고, 선행 연구 및 스토리텔링 광고 사례를 분석하여, 스토리텔링 광고에 대한 기초적인 자료를 제공하고자 했다. 실험 연구에서는 스토리텔링 광고의 메시지 구성요소인 관련성, 진실성, 명확성과 제품 관여도의 고, 저에 따른 스토리텔링 광고 효과, 그리고 각 변수들 간의 상호작용 효과를 분석하고자 했다. 이를 바탕으로 스토리텔링 광고 전략의 고려요소를 제시함으로써, 업계에 실무적인 도움을 주고자 하였다. 구체적으로 독립변수는 관련성(고, 저), 진실성(고, 저), 명확성(고, 저), 제품 관여도(고, 저)를 선정하고, 종속변수는 광고에 대한 태도, 브랜드에 대한 태도, 구매 의도, 광고 몰입을 선택하여, 스토리텔링 광고의 효과를 분석하였다. 연구 결과 첫째, 스토리텔링 광고의 광고에 대한 태도, 브랜드에 대한 태도는 스토리와 제품의 관련성이 낮을 때보다 높을 때 더 크게 나타났다. 즉, 광고 스토리와 제품이 관련될 경우 소비자는 관련되지 않은 경우에 비해서 광고와 브랜드에 대해 긍정적인 태도를 가졌다. 그러나 관련성이 소비자들로 하여금 직접적으로 광고에 몰입하게 하거나, 물건을 구매하려는 의도까지 갖게 하는 것은 아니었다. 둘째, 스토리텔링 광고의 효과는 스토리의 진실성이 낮을 때 보다 높을 때 더 크게 나타날 것이라고 가정하였는데, 검증 결과 진실성 정도에 따른 광고에 대한 태도, 브랜드에 대한 태도, 구매 의도, 광고 몰입에 유의미한 차이가 없었다. 셋째, 스토리텔링 광고의 광고에 대한 태도와 광고 몰입은 스토리의 명확성이 낮을 때보다 높을 때 더 크게 나타났다. 광고 스토리의 명확성이 높을 경우 소비자는 낮은 경우에 비해서 광고에 더 호의적이고, 광고 내용에도 더욱 몰두하는 것으로 나타났다. 광고 스토리가 단순명료하면 그만큼 이해하기 쉽기 때문에, 광고에 쉽게 몰입할 수 있을 것이고, 이것이 좋은 광고 태도로 연결된 것으로 추측된다. 그러나 명확성이 높다고 해서 상대적으로 긍정적인 브랜드 태도를 가지거나, 더 높은 구매 의도를 형성하는 것은 아니었다. 넷째, 스토리텔링 광고의 관련성, 진실성, 명확성에 따른 효과는 저관여 제품보다 고관여 제품에서 더 크게 나타날 것이라고 가정하였는데, 분석 결과 광고 스토리와 제품의 관련성, 스토리의 진실성, 명확성은 제품 관여도와 상호작용 효과가 없는 것으로 나타났다. 그리고 스토리텔링 광고의 관련성, 진실성, 명확성 효과가 대부분 고관여 제품보다 저관여 제품에서 더 크게 나타났다. 이것은 소비자가 많은 관심을 기울이는 고관여 제품에는 스토리텔링 광고가 적절하지 않으며, 감성이나 느낌에 따라 구매가 결정되는 저관여 제품은 스토리텔링 광고가 효과적이라는 것을 시사한다. ‘효과적인 스토리텔링 광고 전략의 고려요소’로, 스토리는 제품과 관련되어야 하며(관련성), 명확해야 하고(명확성), 소비자의 제품 관여도를 고려해야 한다(제품 관여도) 등을 제시했다. 본 연구의 시사점으로는 그동안 광고 분야에서 미흡했던 스토리텔링 광고에 대한 논의와 기초적인 자료를 제공했다는 점을 들 수 있다. 그리고 스토리텔링 광고의 메시지 구성요소와 제품 관여도에 따라 광고 효과가 달라진다는 점을 밝혀내어, 기존 스토리텔링 광고의 연구 영역을 확장했다는 것도 이론적인 시사점이다. 또한 실무적인 관점에서, 스토리텔링 광고 효과를 극대화하기 위해서는 스토리와 제품 간의 관련성, 스토리의 명확성, 제품 관여도 등을 고려해야 함을 객관적으로 검증함으로써, 스토리텔링 광고 전략 수립에 유용한 지침을 제시했다.| Storytelling advertising has recently become one of the effective strategies for brand differentiation as the function and the quality of products have become equalized and business competition has been drastically increasing. In this context, advertising based on storytelling has drawn much interest and anticipation of its role from our society. Little advancement, however, has yet been presumably achieved in researches on both academic and practical levels. Moreover, few researches have been conducted on message components of storytelling advertising, nor research methods on effect of storytelling advertising have been established. This study aimed to explain the role of storytelling in the process of advertising effect. For this purpose, this study examined the significant message components of storytelling advertising such as relevance, trustworthiness, clarity, and their influence on advertising effect related with product involvement. Previous literatures were studied and such variables as the effect, types, message components of storytelling advertising could be concreted, and basic data on storytelling advertising could be provided based on these studies. As an experimental study, message components of storytelling advertising have been examined such as relevance, trustworthiness, clarity, and their influence on advertising effect related with high/low product involvement, and the interaction effect as well. The independent variables are high/low relevance, high/low trustworthiness, high/low clarity, high/low product involvement; dependent variables are specifically attitude toward advertising, attitude toward brand, intention to purchase, advertising commitment. Major findings of the current study are as follows. First, the influence of storytelling advertising was found relatively high on attitude toward advertising and attitude toward brand with high relevance level between story and product. More positive attitude was found toward advertising and brand when advertising story and product have high level of relevance. Relevance factor had not statistically a direct effect on either advertising commitment or intention to purchase. Second, trustworthiness of storytelling showed no significant influence on the attitude toward advertising, attitude toward brand, intention to purchase, and advertising commitment, rejecting the research hypothesis. Third, high level of clarity of storytelling showed more influence on attitude toward advertising and advertising commitment. Subjects of this study, based on the results, tend to show more friendliness and commitment to advertising when advertising storytelling has high level of clarity. High level of clarity of storytelling supposedly can help consumers be committed easily to the advertising, thus contribute to high level of attitude toward brand. But higher level of clarity did not seem to have statistically significant effects either on positive attitude toward brand or on the intention to purchase compared with lower level of clarity of storytelling. Fourth, this study posited a hypothesis that relevance, trustworthiness and clarity would have more positive effect in products of high involvement than in those of low involvement, but results showed that relevance between the story in advertising and products, trustworthiness, clarity of the story did not have statistically significant interaction effects with product involvement. Besides, the influence of the relevance, trustworthiness and clarity of advertising storytelling showed more effects in low level rather than in high level of involvement. These results imply that storytelling advertising may not be appropriate strategies for high involvement products in which consumers have generally much interest, while storytelling advertising can be effective in low involvement products where emotions and feeling factors generally can be decisive role in purchasing. In addition, this study addressed the need for the enhancement of the relevance, the clarity of the story in advertising related with product involvement as effective strategical considerations The important implications of this study for advertising planning practice can be summarized as follows. First, the current study provides some basic data for further researches on storytelling advertising. Second, this study theoretically contributes to extending research fields on storytelling advertising to some degree by exploring the significant influence of message components of storytelling advertising and product involvement on advertising effects. The current study verifies objectively the research hypothesis that consideration should be given to enhance the relevance between the story of advertising and products, clarity of the story in advertising, and product involvement, thus in practical prospect presents useful guidelines for establishing the strategies of storytelling advertising.; Storytelling advertising has recently become one of the effective strategies for brand differentiation as the function and the quality of products have become equalized and business competition has been drastically increasing. In this context, advertising based on storytelling has drawn much interest and anticipation of its role from our society. Little advancement, however, has yet been presumably achieved in researches on both academic and practical levels. Moreover, few researches have been conducted on message components of storytelling advertising, nor research methods on effect of storytelling advertising have been established. This study aimed to explain the role of storytelling in the process of advertising effect. For this purpose, this study examined the significant message components of storytelling advertising such as relevance, trustworthiness, clarity, and their influence on advertising effect related with product involvement. Previous literatures were studied and such variables as the effect, types, message components of storytelling advertising could be concreted, and basic data on storytelling advertising could be provided based on these studies. As an experimental study, message components of storytelling advertising have been examined such as relevance, trustworthiness, clarity, and their influence on advertising effect related with high/low product involvement, and the interaction effect as well. The independent variables are high/low relevance, high/low trustworthiness, high/low clarity, high/low product involvement-
dc.publisher한양대학교-
dc.title스토리텔링 광고의 메시지 구성요소와 관여도가 광고 효과에 미치는 영향에 관한 연구-
dc.typeTheses-
dc.contributor.googleauthor정차숙-
dc.sector.campusS-
dc.sector.daehak대학원-
dc.sector.department광고홍보학과-
dc.description.degreeDoctor-
dc.contributor.affiliation광고-
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GRADUATE SCHOOL[S](대학원) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Theses (Ph.D.)
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