제품관여도에 의한 유명인광고모델 속성이 광고효과에 미치는 영향

Abstract

Advertisement effect of celebrity endorsement is shown differently by the attribute of the model. Advertisement acceptor, how they recognize the model is important because that it can influence advertisement effect. Many factors (celebrity contributes, sex distinction, involvement etc.) are invloved in consumer recognizing of the model. In spite of that, preceding studies had interested in only one or two aspect. This paper studies totally the effect of celebrity attributes and sex distinction on advertisement effect with product involvement level. Celebrity attributes is defined expertisement and attractiveness. Advertisement effect is defined attitude toward Advertisement(Aad), attitude toward brand(Ab), purchase intention(PI). And then disscuss the effect of attitude toward advertisement(Aad) to attitude toward brand(Ab), the effect of attitude toward brand(Ab) to purchase intention(PI), and the effect of attitude toward advertisement(Aad) to purchase intention(PI), according to celebrity attributes, sex distinction and product involvement level. By the first survey male and female celebrity with attractiveness, male and female celebrity with expertisement were selected. By the second survey they were comfirmed that cellular phone is high product involvement and beverage is low product involvement. And then, advertisements were made. First, four types of Beverage advertisement (low involvement) was made. Male and female celebrity with attractiveness, male and female celebrity with expertisement were inserted in each advertisement. And then, four types of cellular phone advertisement (high involvement) was made. Male and female celebrity with attractiveness, male and female celebrity with expertisement were inserted in each advertisement. Main Survey was done 140 undergraduate students at Department of Dental Hygiene, Jeju Tourism College in Jeju Island. They were divided into two groups by low involvement and high involvement, 70 person each other. And then, they were estimated about four types of printed advertisement each other. The results show that the first, In high involvement condition celebrity with attractiveness is more positve effect on attitude toward advertisement(Aad) and attitude toward brand(Ab). The second, even if experimetal objects were confined within twenties female students, all items were shown more positive effect in male celebrity than female celebrity. The third, low involvement condition is more effective than high involvement. The fourth, attractiveness is more effective to the effect of attitude toward brand(Ab) to purchase intention(PI), and the effect of attitude toward Advertisement(Aad) to purchase intention(PI). The fifth, in low involvement condition is more effective to the effect of attitude toward brand(Ab) to purchase intention(PI), and the effect of attitude toward advertisement(Aad) to purchase intention(PI). The conclusion is that the first, In high involvement condition celebrity with attractiveness is more positve effect. The second, when advertise toward twenties female, it is more effective using male celebrity. The third, when celebrity endoresement is used, low involvement condition is more effective than high involvement. The fourth, even if attitude toward advertisement(Aad) do not affect purchase intention(PI) directly but affect purchase intention(PI) by positive effect on attitude toward brand(Ab) indirectly.