[논문]펨버타이징 광고 태도의 선행요인 및 결과 연구

엄남현

doi:10.5392/jkca.2021.21.01.066

펨버타이징 광고 태도의 선행요인 및 결과 연구
Antecedents and Consequences of Attitude toward Femvertising 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.21 no.1, 2021년, pp.66 - 74

초록
AI-Helper

국내 및 해외에서 페미니즘에 대한 관심이 높아지고 있으며, 여성의 평등 및 권리 신장을 주제로 한 펨버타이징이 국내에서도 큰 관심을 불러일으키고 있다. 그러한 많은 관심에도 불구하고 아직 국내에서는 펨버타이징에 대한 연구가 부족한 실정이다. 따라서 본 연구는 펨버타이징 광고 태도의 선행요인들 및 결과를 살펴보는 것을 목적으로 한다. 선행요인들로 본 연구는 지각된 적합성과 지각된 진실성을 제시하고 있으며, 결과로써는 브랜드 태도, 구매의도 및 온라인 구전 의도를 제시한다. 본 연구에는 278명의 대학생들이 참여했으며, 참여학생들은 별도의 추가 점수를 받았다. 연구결과, 지각된 적합성 및 지각된 진실성은 모두 펨버타이징 광고 태도와 긍정적인 관련이 있다는 것이 밝혀졌다. 즉. 소비자들이 펨퍼타이징 메시지가 기업의 브랜드 이미지와 적합하다고 지각하고, 그 광고 메시지가 진실하다고 지각하면 긍정적인 광고 태도가 증가하는 것으로 나타났다. 또한, 펨버타이징 광고 태도는 종속변수인 브랜드 태도, 구매의도, 및 온라인 구전의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 본 연구의 이론적 그리고 실무적 함의는 토의 부분에서 설명하고 있다.

Abstract ▼ AI-Helper

As femvertising has raised a great deal of attentions in Korea and abroad, femvertising which focuses on women's equality and empowerment has also brought much pubic attentions. Despite of much attentions, research on femvertising has been scarce. Thus, this study is designed to examine antecedents and consequences of attitude toward femvertising. For antecedents, this study proposes perceived congruence and perceived authenticity; as consequences, it proposes attitude toward brand, purchase intention, and e-word-of-mouth intention. A total of 278 college students participated in the study in return for course credits. Study results suggest that both perceived congruence and perceived authenticity are positively related to attitude toward advertising. In sum, when consumers perceive that femvertising messages are congruent with the company's brand image and the ad messages are authentic, positive attitude toward ads is likely to increase. Findings also suggest that attitude toward femvertising is positively related to attitude toward brand, purchase intention, and e-word-of-mouth-intention. In the last section of this paper, we discuss theoretical and practical implications..

주제어

표/그림 (3)

표 Table 1 Questionnaire items and factor loadings
그림 Figure 1 Path Model of Antecedents and Consequences of Attitude toward Femvertising
표 Table 2 Parameter estimates for causal paths

AI 본문요약
AI-Helper

문제 정의

Thus, this research is designed to extend our understanding of how femvertising works. To be more specific, drawing upon congruence theory and trust, this study sets out to examine antecedents and consequences of attitudes toward femvertising.
Thus, this research is designed to extend our understanding of how femvertising works. To be more specific, drawing upon congruence theory and trust, this study sets out to examine antecedents and consequences of attitudes toward femvertising. The current study proposes as antecedents congruence and authenticity; as consequences, it investigates attitude toward brand, purchase intention, and e-word-of-mouth intention.

가설 설정

001). H2 proposes that perceived authenticity will positively influence attitude toward femvertising. Study results show the relationship to be significant (β = .
H2: Perceived authenticity is positively related to attitude toward femvertising.
001). H3 posits that attitude toward femvertising will positively influence attitude toward brand. Study results indicate that attitude toward femvertising has a significant relationship with attitude toward brand (β = .
H3: Attitude toward femvertising is positively related to attitude toward brand.
001). H4 posits that attitude toward femvertising will positively influence purchase intention. The study results show that impact to be significant (β = .
H4: Attitude toward femvertising is positively related to purchase intention.
001). H5 posits that attitude toward femvertising will positively influence e-word-of-mouth intention. Study results show that influence to be to be significantly positive (β = .
H5: Attitude toward femvertising is positively related to e-word-of-mouth intention.
In the femvertising context then, it is plausible to assume that congruence between advertising message and brand can lead to positive attitude toward femvertising. The following hypothesis is thus proposed: H1: Perceived congruence is positively related to attitude toward femvertising.

제안 방법

This study was designed to examine antecedents and consequences of attitude toward femvertising. As antecedents, the study proposed perceived congruence and perceived authenticity and as consequences it proposed attitude toward brand, purchase intention, and e-word-of-mouth intention. Femvertising has been considered an important advertising strategy worldwide.
Since this study aims to measure effects of femvertising ads, feminine care product, in particular, a sanitary pad was chosen as a product category. In order to give a sense of realism to the study participants not a fictitious brand but a real brand name was used in the stimuli.
This study employed purposive sampling because femvertising is generally designed for a target audience of females. Hence, a total of 278 college students studying at a university in Chungcheong Province participated in the survey in return for course credits.
This study was designed to examine antecedents and consequences of attitude toward femvertising. As antecedents, the study proposed perceived congruence and perceived authenticity and as consequences it proposed attitude toward brand, purchase intention, and e-word-of-mouth intention.

대상 데이터

This study employed purposive sampling because femvertising is generally designed for a target audience of females. Hence, a total of 278 college students studying at a university in Chungcheong Province participated in the survey in return for course credits. For this study an online survey website was created by Qualtrics.
Of the 278 participants, freshmen made up the majority (54.7%, n = 152); the rest were sophomores (25.5%, n = 71), juniors (15.5%, n = 43), and seniors (4.3%, n = 12)

성능/효과

Study results indicate that attitude toward femvertising has a significant relationship with attitude toward brand (β = .91, p < .001)

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