옥외광고 규제에 대한 소비자 인식 모델-기능적(Utilitarian) 태도와 쾌락적(Hedonic) 태도의 역할- = The Role of Utilitarian and Hedonic Attitudes on Consumers' Perceptions of the OOH Advertising Regulation

다국어 초록 (Multilingual Abstract)

As BTL marketing communications draw attentions, OOH advertising is evaluated as effective advertising media with potentials. This study explores consumers’ perceptions on OOH advertising. Through incorporating general advertising attitudes, utilitarian attitudes, hedonic attitudes, and attitudes toward the OOH regulations in a model, we modeled college students’ perceptions on the OOH advertising regulation. In essence, general attitudes toward advertising influenced both utilitarian and hedonic attitudes toward OOH advertising, and utilitarian attitudes affect the OOH regulation negatively. This result provides an implication that college students value more on hedonic elements like design than information contained in OOH advertising media. Discussions and implications are attached at the end of this paper.

국문 초록 (Abstract)

최근 들어 BTL 마케팅 커뮤니케이션이 광고업계와 학계의 주목을 받고 있다. 이러한 상황에서 지속적으로 성장하고 있는 옥외광고에 대한 고찰과 옥외광고 규제의 시행을 앞두고 옥외광고에 대한 소비자 인식에 대해 탐구한 연구이다. 광고 일반에 대한 태도, 옥외광고에 대한 기능적 태도와 쾌락적 태도, 그리고 옥외광고 규제에 대한 태도를 한 모델 안에 구현하여 서울시의 옥외광고 규제에 대한 대학생들의 인식을 모형화하였다. 결과적으로 광고에 대한 일반적인 태도는 옥외광고의 기능적 태도와 쾌락적 태도 모두에게 영향을 미치는 것으로 나타났으며 쾌락적 태도가 옥외광고 규제에 대해 부정적으로 영향을 미치는 것으로 나타났다. 이는 대학생 소비자들이 옥외광고에 대한 평가에 있어 매체에 담기는 정보성 보다는 디자인 등 쾌락적인 요소를 더 중요하게 생각하고 있다는 것으로 이해할 수 있다. 결과에 대한 논의와 후속 연구에 대한 제안도 후반부에 실려 있다.

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