제 3 기관 수상(Award Winning) 광고가 소비자 구매의도에 미치는 영향에 관한 연구 - 마케팅 변수들의 조절 효과를 중심으로 - = A Study on the Effect of the Third-Party Award Winning Advertisement on Consumer's Pre-Purchase Intention

다국어 초록 (Multilingual Abstract)

Third-Party awards are growing in popularity. They are the hit product of the year chosen by
The Korea Economic Daily, the best 10 products of the year chosen by Sports paper, the best hit
product chosen by consulting firm and the best venture company of the year chosen by Information
and Communication Ministry.
Then these questions may be followed. Why industry likes this type of advertisement? Does this
type of advertisement influences consumers' purchase intention? And if it does, how? Many
researchers have been interested in external cue of product quality by focusing research effort on
brand, price, producer, warranty etc. However, important but under-explored area is the role of
third-party reference for signaling product quality.
This paper comes from the idea that the third-party reference may signal consumers like
manufacturer brand, product brand, product price, and shop brand. We develop a related theories to
address research questions and drive some research hypotheses based on the previous studies probing
source credibility, attribution, and signal theory. We put more emphasis on source credibility. We
conducted the research based on 3x2x2x2 between group factorial design to explore causal
relationship between the third party award winning advertising(real, fictional, no) and the purchase
intention of consumers exposed to other information simultaneously such as product type(experience,
search), distribution channel(direct, indirect) and perceived price(high, low). Since subjects are
divided into 2 groups based on the means of response without extra experimental stimulus in case of
perceived price. 12 different advertisements are used for conducting this study.
The results are followings. First, the source credibility of the third party goes up, consumers'
purchase intention would go up. It seems that consumers think the credibility of the third-party most when they are exposed to the third party award winning advertisement. Second, the product type
does moderate the relationship between the third-party award winning advertisement and purchase
intention. And the type of the distribution channel also moderates this relationship. The consumers'
purchase intention goes up higher when they buy experience good and there is significant difference
of purchase intention when consumers are exposed to direct channel treatment condition. But,
perceived price has nothing to do with the third-party winning advertisement context for raising
consumer intention to buy advertised product.

국문 초록 (Abstract)

요즘 신문 광고를 보면 자주 볼 수 있는 광고 형식이 있다. 그것은 00 마케팅 대상, 00 신문 선정
올해의 최고 히트 제품, 스포츠 신문 선정 올해의 10대 제품, 00 협회 컨설팅 선정 고객 만족도 최우
수 제품, 00부 선정 올해의 벤처 기업 등 정부나 언론 기관, 그리고 비영리 성격의 제 3 기관에서의
수상 사실을 광고 소재로 활용하는 수상(award winning) 광고이다. 그 동안 선행 연구에서는 브랜
드, 가격, 제품 외관, 제조회사 정보, 보증 등을 품질을 나타내는 단서로서 주목해 왔으나 제 3 기관
의 추천의 효과에 대해서는 연구가 비교적 적은 편이다. 이번 연구는 기존 연구에서 다루지 않았던
제 3 기관의 추천을 수상 맥락(award context)에서 확인해 봄으로써 제 3 기관 추천과 관련된 연구
범위를 다양화했다는데 의의를 둘 수 있다.
지금까지 소비자 관점에서 제 3 기관의 추천 효과를 조절하는 변수들에 대한 연구들은 진행되었으
나 기업 관점에서 마케팅 변수들의 조절 효과를 검토한 연구는 없다고 판단하였다. 따라서 본 연구는
제 3 기관의 수상 정보가 주는 효과를 이론적 범주에서 설명하고, 실험을 통해 이러한 과정에서 마케
팅 변수들의 조절 효과를 확인하였다. 연구 결과 제 3 기관의 수상 정보는 소비자들의 제품 구입 의
도를 높이는데 긍정적인 역할을 하는 것으로 나타났고 제품 타입, 판매 채널과 같은 마케팅 변수들이
이 과정을 조절하고 있는 것으로 나타났다. 그리고 외재적 단서 중 하나인 지각된 가격은 제품 타입
에 따라 역할이 상이했는데 경험재의 경우에는 제 3 기관의 수상 정보와 독립적으로 구매 의도에 영
향을 주었고 탐색재의 경우에는 소비자 구매 의도에 큰 영향을 주지 않은 것으로 나타났다. 이번 연
구 결과로부터 마케팅 실무에 활용할 수 있는 몇 가지 시사점들을 추론해 보면 가격이 비교적 고가이
고 고객과의 직접 접촉을 통해 판매가 가능하며 소비자들이 내재적 단서를 통해 품질을 평가하기 어
려운 경험재의 경우 제 3 기관의 수상 형태의 추천 효과가 극대화될 수 있는 조건이라고 말할 수 있다.

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