뉴에이지 배경음악이 유발한 정서반응이 태도에 미치는 모형 탐색: 행복추구적 물질주의 수준을 중심으로 Model exploration of new age background-music (BGM) induced emotional response on attitude: Focused on Happiness Materialism level
This study explored the structural model on the consumer’s emotional response when the happiness materialism level and new age advertisement BGM are combined and effect on brand attitude. Based on the study results there were differences according to the level of happiness materialism’s attitude (low, middle and high groups). First of all, in the route that emotional calmness effects re-usage desire, high group showed larger effect than the low group. In addition, in the route that calmness and depression effects advertisement attitude, high group showed larger results than the mid and low groups. Finally, in the route that advertisement attitude effects brand attitude, mid and high groups showed larger effect than the low group. Especially, in the route that depression effects advertisement attitude, the low and mid groups showed to have additional effects. However, there were no significant effects in the high group. The interpretation rate towards brand attitude was in the order of mid group (R2=45.4%), high group (R2=39.5%), and low group (R2=14.6%). In the aspect of Akaike(AIC) information criterion, the low group showed the smallest results indicating this study’s model of New age music induced emotional response is most aptitude within the mid group of happiness materialism tendency.
This study explored the structural model on the consumer’s emotional response when the happiness materialism level and new age advertisement BGM are combined and effect on brand attitude. Based on the study results there were differences according to the level of happiness materialism’s attitude (low, middle and high groups). First of all, in the route that emotional calmness effects re-usage desire, high group showed larger effect than the low group. In addition, in the route that calmness and depression effects advertisement attitude, high group showed larger results than the mid and low groups. Finally, in the route that advertisement attitude effects brand attitude, mid and high groups showed larger effect than the low group. Especially, in the route that depression effects advertisement attitude, the low and mid groups showed to have additional effects. However, there were no significant effects in the high group. The interpretation rate towards brand attitude was in the order of mid group (R2=45.4%), high group (R2=39.5%), and low group (R2=14.6%). In the aspect of Akaike(AIC) information criterion, the low group showed the smallest results indicating this study’s model of New age music induced emotional response is most aptitude within the mid group of happiness materialism tendency.
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