[논문]메시지 조절목표와 메시지 형식 간 적합성이 메시지 설득력에 미치는 영향

김동후; 송영아

doi:10.5392/jkca.2021.21.02.604

메시지 조절목표와 메시지 형식 간 적합성이 메시지 설득력에 미치는 영향
The Persuasive Impact of Fit between Message Goals(Promotion vs. Prevention) and Modality of Message on Social Media 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.21 no.2, 2021년, pp.604 - 621

김동후 (인하대학교 국제학부) , 송영아 (한국방송광고진흥공사)

초록
AI-Helper

커뮤니케이션 수단으로서의 소셜미디어의 성장은 소비자가 영양학적 선택과 건강한 음식 소비를 하는 데 소셜미디어의 영향력 역시 증가시켰다. 이 연구는 소셜미디어 상에서 건강한 식습관과 관련한 메시지 목표(향상 vs. 예방)와 메시지 형식(텍스트 vs. 이미지)이 메시지 설득력에 미치는 영향력을 알아보는 데 그 목적이 있다. 연구 결과에 따르면, 향상메시지에 노출된 참가자들은 소셜미디어 메시지 형식에 따른 차이를 보이지 않았으나, 예방메시지에 노출된 참가자들은 텍스트 (vs. 이미지) 형식의 메시지에 노출되었을 때, 메시지에 대한 더 긍정적인 태도를 보였으며, 해당 메시지에 대해 더 높은 클릭 의도를 보였다. 본 연구의 결과는 소셜미디어 상 건강메시지의 형식과 메시지 목표의 적합성이 메시지 효과에 영향을 미침을 이론적으로 증명하였다. 더불어 효과적인 건강메시지 작성 및 전달 방식에 대한 실무적 지침 역시 제공하리라 예상한다.

Abstract ▼ AI-Helper

Examination of the concurrent evolution of communication tools and eating behaviors over recent decades reveals that social media and other forms of digital content have become powerful new driving forces for nutritional choices and food consumption. The purpose of this research was to examine the effect between goal orientation of message (promotion versus prevention) and the type of message (text versus image) on effectiveness of the message. The findings showed that individuals exposed to a promotion-focused message similarly responded to the message regardless of the type of the message. By contrast, those who exposed to a prevention-focused message showed significantly more positive responses to the message posted on the text-based social media than the message on the image-based social media. The findings indicated that, if presented effectively, social media could be harnessed to promote healthier eating habits and behaviors, prevent those which can be harmful, and ultimately improve an individual's daily food consumption and overall quality of life.

주제어

표/그림 (9)

그림 Figure 1. Stimuli for a promotion-focused message(top) and a promotion-focused message(down) in the image-based social media
그림 Figure 2. Stimuli for a promotion-focused message(top) and a promotion-focused message(down) in the text-based social media
표 Table 1. Summary of ANOVA(Attitude toward the Contents)
그림 Figure 3. Interaction between goal of contents and modality of contents (DV: Attitude to Contents)
표 Table 2. Means and SDs for Attitude toward the Contents
표 Table 3. Summary of ANOVA(Intention to Click)
표 Table 4. Means and SDs for Intention to Click
그림 Figure 4. Interaction between goal of contents and modality of contents (DV: Intention to Click)
그림 Figure 3. Promotional message by American Heart Association on Facebook

AI 본문요약
AI-Helper

문제 정의

And therefore, second, the findings of this research suggest why and how differently health communication practitioners need to approach audiences using the text-based versus image-based social media in promoting the health-related messages.
Drawing upon regulatory focus theory and regulatory fit, this research investigated the fit between the types of messages presented in social media (promotion focused vs. prevention focused messaging) and the modality of social media platforms (image-based vs.
The findings of this research are meaningful in that diverse media landscape requires for health communication practitioners to consider more options and customize their health campaigns to persuade audiences using different medium or social media in this study.
First, theoretically, this research would be one of very few research investigating the interplay between the modality of the medium and the type of the messages therein. The findings would exhibit a better understanding of how regulatory focus influences persuasiveness of the messages in a certain modality of the medium. And therefore, second, the findings of this research suggest why and how differently health communication practitioners need to approach audiences using the text-based versus image-based social media in promoting the health-related messages.

가설 설정

H1: In the image-based social media (e.g., Instagram), individuals will show more positive attitudes to a message (H1a) and higher intention to click a message(H1b) when exposed to a promotion-focused message than a prevention-focused message.
H2: In the text-based social media (e.g., Twitter), individuals will show more positive attitudes toward a message(H2a) and higher intention to click a message(H2b) when exposed to a prevention-focused message than a promotion-focused message.

제안 방법

After completing the questions, participants were randomly assigned to one of four experimental conditions. There were four experimental conditions based on types of social media and regulatory focus messages: condition 1: picture-based content to prevent unhealthy eating habits, condition 2: picture-based content to promote healthy eating habits, condition 3: text-based content to promote healthy eating habits, and condition 4: text-based content to prevent healthy eating habits.

대상 데이터

A total of 133 undergraduate students from a major southeastern university participated in the study in exchange for research participation credit. The research participant pool drew from students enrolled in communication courses who signed up for the online survey participation and provided their informed consent.

데이터처리

Two-way analysis of variances (ANOVA) that included two independent variables (social media type and content type) on two dependent variables (attitude toward the content and intention to click) was conducted to examine the hypotheses.

성능/효과

Unexpectedly, this interaction effect was not found in the promotion focused content condition. That means, the prevention-focused message condition is more conducive to the matching effects of social media types than the promotion focused content. A possible explanation might be found from the main effect of content types (promotion and prevention focused).
Drawing upon regulatory focus theory, the current research investigated the interplay between social media types and content types on the efficacy of health communication contents on social media. The findings of this study demonstrated that individuals showed more positive reactions to the prevention-focused message when the message was posted on text-based social media compared to when posted on image-based social media.

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표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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