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외식기업의 유명인 모델 속성이 미디어 인게이지먼트, 광고효과 및 구매의도에 미치는 영향
The Effects of Celebrity's Traits on Media Engagement, Advertising Effect and Purchasing Intention in Food Service Industry 원문보기

Culinary science & hospitality research = 한국조리학회지, v.23 no.7 = no.90, 2017년, pp.204 - 219  

김영찬 (오산대학교 호텔관광과) ,  윤성길 (경기대학교 호텔경영과) ,  방소윤 (경기대학교 외식경영학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

The aim of this study was to examine the role of celebrity's traits on food service enterprises' media engagement, advertising effect (AD effect) and purchasing intention. Based on advance research, structural model of relationship between celebrity's traits and media engagement, AD effect and promo...

주제어

#Celebrity's traits   #Media engagement   #Advertising effect   #Purchasing intension  

질의응답

핵심어 질문 논문에서 추출한 답변
광고 모델의 이미지로 인한 효과와 역할은? 광고 모델의 이미지는 브랜드나 제품의 이미지로 전달되어 소비자에게 특정 브랜드나 제품에 대한 이미지를 친근하게 함으로써, 광고모델이 소비자를 설득시키도록 돕는다. 이러한 광고모델의 효과는 광고의 효과를 극대화시키고, 시간적․공간적․시각적․청각적 등 한정된 범위 안에서 광고물의 내면적 가치를 올려주어 수용자에게 심리적으로 메시지를 전달하는 역할을 수행한다(Park, 2000). 이는 유명인을 광고모델로 이용하는 이유는 대중에게 잘 알려진 인물을 통해 소비자에게 높은 수준의 주의와 회상을 유도할 수 있는 메시지를 전달할 수 있다는 광고주의 믿음 때문이며(Oha- nian, 1991), 소비자의 태도와 행동에 호의적으로 영향을 미칠 것으로 기대되기 때문이다(Shimp, 2010).
브랜드 태도란? 브랜드 태도란 특정 브랜드에 대한 개인이 지속적으로 갖고 있는 좋거나 나쁜 느낌으로 브랜드에 대한 전반적 평가로 정의되는데, 어떤 대상에 대하여 일관성 있게 호의적이거나 비호의적으로 반응하게 하는 학습된 선유경향으로 특정대상에 대한 태도는 그 대상에 대한 주요 속성들에 느끼는 중요도와 브랜드에 대한 신념으로 결정된다(Fishbein &Ajzen, 1975). Wilkie(1990)는 브랜드 태도에 대해 소비자의 브랜드에 대한 총체적 평가라고 정의하였으며, Haugtvedt와 Petty (1992)는 소비자의 의사결정에 중요하게 작용하여 경쟁적인 상황에 있어 공격을 방어하는 중요한 수단이라고 하였다.
전문성은 어떠한 특징이라고 볼 수 있나? 전문성이란 광고되는 상표에 관한 특정한 기술, 지식 혹은 능력을 가지고 있다는 특징으로 볼 수 있다(Shimp, 2010). 이에 따른 태도변화의 정도는 정보원의 지식, 교육, 사회적 지위, 나이 등 사회적인 위치에 따라 다르게 나타나게 되며, 수신자가 정보원에 대해 전문가라고 인식하는 정도가 높을수록 설득력은 커지게 된다.
질의응답 정보가 도움이 되었나요?

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