Earticle

Objectives: It helps dental clinic to work 1:1 consulting and select the properties of the Kakao Talk message. The study was designed to determine the influence of users cognitive and emotional responses by message attribute that affect intention of use of dental clinic. Methods: This study targeted 297 peple Kakao Talk users aged 20-50 s, in Seoul, Gyeonggi-do and Incheon from , February 6 to April 7, 2017. We analyzed the data with frequency analysis, t-test, one-way ANOVA, and multiple regression analysis by using SPSS ver 24.0(SPSS Inc, Chicago, USA). The significance level for significance was set at 0.05. Results: Among the user's responses about the event type Kakao talk message, the ease(β =0.121, p<0.01), usefulness(β=0.148, p<0.001), affinity(β=0.471, p<0.001), satisfaction(β =0.249, p<0.001). affected intention of use of dental clinic. Among the user's responses about the dental information type, the ease(β=0.150, p<0.05), expertise(β=0.151, p<0.05), satisfaction(β=0.237, p<0.001) affected intention of use of dental clinic(p<0.05). Among the user's responses about the general public relations type, the expertise(β=0.254), affinity(β =0.193), satisfaction(β=0.474) affected intention of use of dental clinic(p<0.001). Conclusion: It is necessary to elicit a positive intention of use of dental clinic through a highly emotional response from the users to improve the image of the dental clinic and to attract patients.

본 연구는 모바일 배너 광고의 메시지 표현 유형과 수사적 표현이 광고 태도, 브랜드 태도, 구매 의도에 미치는 효과에 관하여 조사하였다. 연구 결과를 살펴보면 첫째, 모바일배너 광고 표현 유형은 광고 태도, 브랜드 태도, 구매 의도에 유의미한 영향을 미치지 않는 것으로 나타났다. 둘째, 모바일 배너 광고 표현 방식은 광고 태도, 브랜드 태도, 구매의도에 유의미한 영향을 미치지 않았다. 셋째, 모바일 배너 광고의 표현 방식과 표현 유형에 따른 상호작용은 광고 태도, 브랜드 태도, 구매 의도에 유의미한 영향을 미치는 것으로 나타났다. 가설에서 예상한 대로 이미지 위주의 모바일 배너 광고에서는 수사적표현 방식을 활용한 광고가 더 효과적으로 나타났으며, 반대로 텍스트 위주의 모바일배너 광고에서는 명시적 표현 방식을 활용한 광고가 광고 태도, 브랜드 태도, 구매 의도에서 더 높은 효과를 보여 주었다.

The purpose of the study is to investigate whether the types of message (image vs. text) and rhetorical in mobile banner advertising have a significant impact on advertising response variables such as attitude toward the ad, brand attitude and purchase intention. According to the results, the types of message as well as rhetorical expression in mobile banner advertising had no significant impact on advertising response variables. On the other hand, the interaction between types of message and rhetorical expression was found to be significant. More specifically, the implicit rhetorical expression appeared to be more effective than explicit one in image oriented ads whereas the explicit rhetorical expression appeared to be more effective than implicit one in text oriented ads.

Efficient marketing strategies have become requisites in the mature fashion industry due to the fierce competition among global fashion companies. One such strategy is comparative advertisement between follower brands and a pioneer brand. The design consisted of mixed design of 2(uncertainty avoidance propensity: high vs. low) ${\times}$ 2(comparative advertisement message: one-sided vs. two-sided) ${\times}$ 2(fashion product type: practical vs. pleasure). This study was conducted on 233 female women in their 20~30s in Seoul, and used a total of 183 copies in the final analysis, excluding 33 unfaithful or incomplete copies and 17 data that fell under the median of uncertainty avoidance propensity. Frequency analysis, credibility analysis, t-test, three-way ANOVA, and simple interaction effect analysis were conducted using SPSS 18.0 Statistical Package for data analysis. The results of this study were as follows. First, it was identified that purchase intention differed depending on the comparative advertisement message and type of fashion products. Secondly, it was identified that comparative advertisement message and type of fashion products had significant interaction effect on purchase intention. Thirdly, it was identified that there is significant difference in the effect of uncertainty avoidance propensity of consumers and comparative advertisement message on purchase intention.