Earticle

초록

영어

Purpose – The purpose of this study is to investigate the effect of model attractiveness on brand attitude and purchase intention, and examine whether product-model match-up plays a moderating role in the relationship between model attractiveness and brand attitude and purchase intention. The model attractiveness is consist of psychological and physical attractiveness of the model. The authors investigate how product-model match-up influence the strength of the relationship between model attractiveness - brand attitude and purchase intention. The purpose of this is to test whether product-model match-up influence the form and effectiveness of a model attractiveness on brand attitude and purchase intention and suggest the effective and efficient methods in the model selection strategies to increase advertising effectiveness based on the results of this study. Research design, data, and methodology - The experimental design for this study was the between subject design based on 2 group of the psychological attractiveness(high vs. low) × product-model match-up (high vs low) and 2 group of the physical attractiveness(high vs. low) × product-model match-up(high vs low). And a preliminary investigation was conducted to develop experimental stimuli through manipulation check to enhance the external validity of experimental research. The attractiveness of the model and product-model match-up are independent variables and manipulative variables in presentation of experimental stimuli. The self-administered methode experiment was conducted on 300 subjects in four groups constructed according to the independent variables. Result – The findings provide partial support for a moderator for product-model match-up on the model attractiveness - brand attitude and purchase intention. First, the influence of psychological attractiveness and physical attractiveness on brand attitude and purchase intention was shown significant. Also, it was found that the average value of brand attitude and purchase intention according to psychological attractiveness was significantly higher than the average value of brand attitude and purchase intention according to physical attractiveness in additional analysis. Second, the average value of brand attitude and purchase intention were higher when product - model match-up was high in both high and low psychological attractiveness and physical attractiveness of the model. However, in the case of psychological attractiveness, the correlation effect with product - model match-up was significant, but in the case of physical attractiveness, it was not significant. Conclusions – The results of this study suggest that the attractiveness factor should be considered in selecting the ad model by verifying the effect of the attractiveness of the model on the advertising effect. In particular, this study has great significance both academically and practically in terms of suggesting such implications that the advertising effect of psychological attractiveness and physical attractiveness may be different depending on the product type by additional analysis.

목차

Abstract
 1. 서론
 2. 이론적 고찰
  2.1. 광고모델의 매력성
  2.2. 광고모델의 적합성
  2.3. 브랜드 태도
  2.4. 구매 의도
 3. 연구 가설 및 방법
  3.1. 연구모형
  3.2. 연구가설
  3.3. 실험 설계 및 자극물
  3.4. 실험 대상자 및 절차
  3.5. 변수의 측정
 4. 실험 결과
  4.1. 조작 점검
  4.2. 가설 검증
 5. 결론
  5.1. 요약 및 시사점
  5.2. 연구의 한계 및 향후 연구 과제
 References

키워드

저자

• Byung-Ok Ahn [ 안병옥 | Doctoral Candidate, Graduate School, Sejong University ] First Author
• Jeong-Moo Heo [ 허정무 | Ph. D., Vice President, Spring Communications ]
• Dong-Han Lee [ 이동한 | Ph. D., Consumer Healthcare CM Group Managing Director, Ildong Pharmaceutical ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프랜차이즈경영연구 [Journal of Franchise Management]

• 간기

  연간

• pISSN

  2093-9582

• 수록기간

  2010~2017

• 십진분류

  KDC 325 DDC 658