[논문]중국 소비자들의 한국화장품에 대한 광고모델과 자아이미지와의 일치성, 광고소구, 제품관여도가 광고태도에 미치는 영향

가기; 최동은; 권혜숙

doi:10.12940/jfb.2023.27.1.140

중국 소비자들의 한국화장품에 대한 광고모델과 자아이미지와의 일치성, 광고소구, 제품관여도가 광고태도에 미치는 영향
The Effect of Chinese Consumers' Self-image Congruence, Advertising Appeal, and Involvement on Advertising Attitude towards Korean Cosmetics 원문보기

패션비즈니스 = Fashion business, v.27 no.1, 2023년, pp.140 - 155

가기 (상명대학교 패션디자인전공) , 최동은 (상명대학교 스템디자인센터) , 권혜숙 (청도방직전문학교 하이레벨 탤런트 스튜디오)

Abstract ▼ AI-Helper

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

주제어

표/그림 (15)

그림 Figure 1. Research Model
표 Table 1. Statistical Results of Self-image Congruence
표 Table 2. Score by the Model Type
그림 Figure 2. Modern × Rational (drawn by the authors)
그림 Figure 4. Modern × Emotional (drawn by the authors)
그림 Figure 3. Traditional × Rational (drawn by the authors)
그림 Figure 5. Traditional × Emotional (drawn by the authors)
표 Table 3. Results of the Exploratory Factor Analysis
표 Table 4. The Mean and the Standard Deviation of the Advertising Attitude
표 Table 5. Three-way ANOVA Test Results
그림 Figure 6. The Interaction Effect of the Product Type and Self-image Congruence (drawn by the authors)
그림 Figure 7. The Interaction Effect of Involvement and Self-image Congruence (drawn by the authors)
그림 Figure 8. The Interaction Effect of the Product Type and Self-image Congruence (drawn by the authors)
그림 Figure 9. Interaction of Involvement × Self-image Congruence × Advertising Appeal (drawn by the authors)
표 Table 6. Simple Main Effect Test Results for the Advertising Attitude

참고문헌 (48)

Baek, S. M. (2012). The structural relationship among？customer preference of design element, customer？satisfaction, and brand loyalty in korean ethnic？cosmetics (Unpublished master's thesis). Ewha？Women's University, Seoul, Korea.？
Chang, J. S., Lee, J. H., & Ahn, K. H. (2011). The？effect of the congruence between brand personality？and self-image on purchase intention. The Korean？Journal of Advertising. 22(5), 7-23.？UCI:G704-000514.2011.22.5.005？
Choi, J. S., & Jeon, J. O. (2010). The congruence？between the self-image and advertising image of consumers on advertising attitude and brand attitude.？Journal of the Korean Society of Clothing and？Textiles. 34(5), 784-796. doi:10.5850/JKSCT.2010.34.5.784？

원문보기 상세보기
Chung, M. J. (2015). Analyze of advertising effect？according to types of models and appeals in donation？advertising (Unpublished master's thesis). Hongik？University, Seoul, Korea.？
Fan, B. F. (2012). A study on chinese women's？satisfaction and repurchase intention of the korean？naturalistic cosmetics (Unpublished master's thesis).？Konkuk University, Seoul, Korea.？
Homer, P. M. (1990). The mediating role of attitude？toward the Ad: Some additional evidence. Journal of？Marketing Research, 27(1), 78-86.？

상세보기
Hwang, H. K. (2021. Jan. 7). K-beauty's 'leap forward'？despite COVID-19. YONHAP NEWS. Retrieved Jan？3, 2022. from https://www.yna.co.kr？
Jang, S. (2015). Effects of experiential factors of a cosmetics flagship store on consumer attitude？(Unpublished master's thesis). Sungkyunkwan？University, Seoul, Korea.？
Jo, Y. S., & Cho, T. Y. (2019). A study on the？characteristics of the millennium generation's space？consumption. Journal of the Korean Society of Design？Culture. 25(1), 413-429. doi:10.18208/ksdc.2019.25.1.413？

상세보기
John H. A. (1984). Conceptualization and？operationalization of involvement. Advances in？Consumer Research. 11, 203-209.？
Kang, S. Y. (2007). The study regarding the purchase？preference of women in twenties with the oriental？medicine cosmetics (Unpublished master's thesis).？Sookmyung Women's University, Seoul, Korea.？
Kim, H. S. (2002). A study on the differences of？advertising effects for functional cosmetics depending on advertising appeal types (Unpublished master's？thesis). Yonsei University, Seoul, Korea.？
Kim, M. H. (2019. April. 26). Shinsegae seduce？middle-aged people with 'change of ideas' herbal？cosmetics. Financial Today. Retrieved Jan 5, 2022.？from https://www.ftoday.co.kr？
Kim, S. Y. (2004). A study on consumer self concept？and brand image consistence (Unpublished master's？thesis). Korea University, Seoul, Korea.？
Ko, S. J., & Lee, Y. R. (2017). Ads message, consumers'？chronological age, and subjective age: Implications for？cosmetic advertisements. Journal of Product Research,？35(5), 41-50. doi:10.36345/kacst.2017.35.5.006？

상세보기
Kotler, P. (2003). Marketing insights from A to Z: 80？concepts every manager needs to know. John Wiley &？Sons. Printed in the United States of America.
KOTRA. (2020. Mar, 12). Trends in china's cosmetics.？KOTRA. Retrieved Jan 12, 2022. from https://dream.kotra.or.kr？
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F.,？Huber, S., & Lee, D. J. (2006). Direct and indirect？effects of self-image congruence on brand loyalty.？Journal of Business Research, 59(9), 955-964.？doi:10.1016/j.jbusres.2006.06.001？

상세보기
Krugman, H. E. (1965). The Impact of television？advertising: Learning without involvement. Public？Opinion Quarterly, 29(3), 349-356.？

상세보기
Lee, H. S., Ahn, K. H., & Ha, Y. W. (2018). 소비자 행동 [Consumer behavior]. Seoul: Jibhyeonjae？
Lee, J. Y. (2021. May. 31). Sulwhasoo captures china.？CONSUMER EVALUATION. Retrieved Jan 5, 2022.？from http:// www.iconsumer.or.kr？
Lee, J., Kim, J., & Yu, J. (2015). Effects of congruence？of product, visual image, and consumer self-image on art infusion advertising. Social Behavior and？Personality: an International Journal, 43(10),？1725-1740. doi:10.2224/sbp.2015.43.10.1725？

상세보기
Lee, M. S., & Lee, S. H. (2010). Research on the？perception of fermented cosmetics and the satisfaction？level of 'Korean medicine herb' cosmetics. Korean？journal of aesthetics and cosmetics society, 8(3),？285-292. UCI:G704-SER000010442.2010.8.3.004？
Lee, S. H., Kim, Y. J., & Cho, E. N. (2008).？Compareson of advertising effect on appeal types,？advertising channels, brand types of cosmetics:？Focused on magazines and internet Ad. The Korea？Society of Craft. 11(4), 1-16.？
Lee, Y. J. (2012). The effects of social media engagement on attitude toward social media advertising and？advertising avoidance (Unpublished master's thesis).？Sungkyunkwan University, Seoul, Korea.？
Lee, Y. K. (2002). Influence of the congruence between？brand personality and self-image on customer？satisfaction, consumer-brand relationship and brand？loyalty (Unpublished master's thesis). Ewha Women's？University, Seoul, Korea.？
Lim, Y. S. (2009). Effect of brand self-congruity of gold？clothing on consumer-brand relations, satisfaction with？brand, brand image & brand Loyalty. Korean journal？of physical education, 48(4), 257-266.？UCI:I410-ECN-0102-2021-600-000205392？
Nam, A. Y., Jang, E. J., & Suh, C. J. (2013).？Advertising effects of image congruences among brand,？self-concept, and ad source. Journal of Product？Research, 31(3), 37-54. dol:10.36345/kacst.2013.31.3.004？

상세보기
Park, E. J. (2012). The effect of advertising expression？and make-up characteristics of model (Unpublished？master's thesis). Hansung University, Seoul, Korea.？
Park, K. H., & Choi, M. H. (2019). The cosmetic？buying behavior of women in their 20s: Focused on differences by cosmetic involvement. The Research？Journal of the Costume Culture. 27(6), 569-581.？doi:10.29049/rjcc.2019.27.6.569？

원문보기 상세보기
Pyo, S. J. (2013). The effect of awareness of fashion？products PPL on Advertising Effect (Unpublished？master's thesis). Sungkyunkwan University, Seoul,？Korea.？
Ray, M. L., & Batra, R. (1983). Emotion and persuasion？in advertising: What we do and don't know about？affect. Advances in Consumer Research, 10, 543-548.？
Research (2021, Jan, 28). Cosmetics industry, china's？cosmetics consumption expands quantitatively. Mirae？Asset. Retrieved Jan 5, 2022. from https://securities.miraeasset.com？
Robertson, T. S. (1976). Low commitment consumer behavior. Journal of Advertising Research, 16, 19-27.？
Rosenberg, M.(1979). Conceiving the self. New York:？Basic Books, Inc., 7.？
Ryoo, J. M., & Yoo, S. C. (2020). A study on the？influence of fanship on advertising attitude and？intention to visit seoul: Focusing on chinese BTS fan's？self-image congruity. The Journal of Image and？Cultural Contents. 21, 379-420. doi:10.24174/jicc.2020.10.21.379？

상세보기
Seo, I. S. (2010). A study on the status of women's？using herb medicinal cosmetics and on the behaviors？of purchasing by age (Unpublished master's thesis).？Seokyeong University, Seoul, Korea.？
Sheeraz, M., Qadeer, F., Khan, K. I., & Mahmood, S.？(2020). What I am, what I want to be: The role of？brand experience in the relationship of self-congruence？facets and orientation toward happiness. Journal of？Business & Economics, 12(1), 43-61.？
Sirgy, M. J. (1982). Self-concept in consumer behavior:？A critical review. Journal of Consumer Research, 9(3),？287-300.？

상세보기
Suh, S. H., Kim, C. K., & Lim, J. W. (2002). A study？of the advertising message strategy in introduction and？maturity stage on PLC. Advertising Research. 0(55),？51-85.？
Suo, Y. P. (2015). A comparative study on satisfaction？and repurchasing intention of korean oriental medicine？cosmetics between korean and chinese female consumers (Unpublished master's thesis). Konkuk？University, Seoul, Korea.？
Thorson, E., & Page, T. (1988). Effects of product？involvement and emotional commercials on consumers' recall and attitudes. Nonverbal Communication in？Advertising, 11-126.？
Wang, J. D., Seo, H. S., & Lee, E. H. (2016). A？comparative study for korea and chinese women about herbal cosmetics. Korean Society of Cosmetics？and Cosmetology. 6(1), 43-55.？
Yu, E. J., & Kim, J. D. (2014). A study on awareness and use of korean herbal cosmetics. Korean Society of？Cosmetics and Cosmetology, 4(2), 155-166.？uci:I804:11041-000000013818？
Zaichkowsky, J. L. (1985). Measuring the involvement？construct. Journal of Consumer Research, 12(3),？341-352.？
Zhang, J. H., & Koo, H. G. (2017). A study on？information search of chinese women cosmetics consumers who living in beijing. Journal of？Consumption Culture, 20(3), 169-197. doi:１0.17053/jcc.2017.20.3.009？

상세보기
？文强, ？居秦., & 帖？瑛(2018). 中草？化？品市？？？分析及？？-以西安市？？例. 中？市？, 30. 32-33.？
李金金, ？？浩., & 袁秀平. (2018). 中草？在化？品行？中的？究？？及？展策略, ？凌？？技？？院？？, 17(3).？8-10.？

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].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format