Earticle

초록

영어

This study aimed to explore how the involvement of environment influenced eight subjects group. Thus, experiment was performed to clarify the role that the attitude of university student consumer plays in the communication process depending on the level of engagement of consumer in the environment and method to raise donation for preservation of environment. Analyzing as per the type of appeal, the mark in altruistic appeal type was higher in all variables than egoistic appeal type. Finally, checking the average mark of each variable as per the condition of donation, the value in unconditional donation was higher than in all variables than conditional donation. It was found 3 groups composed of 2 groups with high level of environmental engagement and 1 group with low level of environmental engagement were suitable to double mediation model among the 8 experimental groups. The group where double mediation model best corresponds than any other group was high level related to environment and the group that contacts altruistic appeal and the message in the form of conditional donation. It was also found that the group that has low level of environmental engagement and contacts egoistic appeal type and conditional donation shows the group that corresponds to double mediation model in the second place among the 8 groups. Finally, it was found that the group that has high level of environmental engagement and is stimulated by altruistic appeal and unconditional donation corresponds to double mediation model. Depending on the condition of message stimulation, unconditional donation is found to better correspond to double mediation model than conditional donation. However, opposite phenomena is observed when the level of environmental engagement is high and appeal type is egoistic. Namely, it was found that conditional donation better corresponds to double mediation model than unconditional donation.

목차

Ⅰ. 서 론
  1. 문제제기 및 연구목적
  2. 연구문제
 Ⅱ. 기업의 메시지전략과 소비자의 관여도 및 태도의 역할
  1. 이기적ㆍ이타적 환경 메시지 전략과 소비자 반응
  2. 소비자의 환경 관여도에 따른 태도 형성
  3. 광고에 대한 태도의 중개 역할에 대한 기존 연구
 Ⅲ. 연구방법
  1. 피험자 및 요인설계
  2. 환경관여도 조작과 실험자극물의 처치
  3. 종속측정치
  4. 자료분석
 Ⅳ. 연구결과
  1. 실험광고물 조작체크
  2. 상관행렬
  3. 연구문제 1의 분석결과
  4. 연구문제 2의 분석결과
 Ⅴ. 결론 및 논의
 참고문헌
 Abstract

키워드

저자

• 박진우 [ Park, Jin-woo | 남서울대학교 광고홍보학과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영과 정보연구 [Management Information Systems review]

• 간기

  계간

• pISSN

  1598-2459

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658