Human Ecology Research

  • 제53권4호
  • /
  • Pages.341-350
  • /
  • 2015
  • /
  • 2982-5725(pISSN)
  • /
  • 2982-6608(eISSN)
대한가정학회 (The Korean Home Economics Association)
권호 표지
DOI QR코드

DOI QR Code

중국 소비자의 한국 TV드라마 속 간접광고 상품에 대한 구매의도

Chinese Consumers' Purchase Intention of the Goods inside Korean TV Dramas Product Placement

  • ;
  • 이승신 (건국대학교 소비자정보학과)
  • Cui, Ming (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • 투고 : 2014.09.16
  • 심사 : 2015.02.13
  • 발행 : 2015.08.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-$\grave{a}$-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's ${\alpha}$ reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.

키워드

참고문헌

  1. Bae, J. H., Jung, Y. H., & Shin, H. K. (2013). A study on the effects of foodservice industry product placement and involvement on purchase intention. Journal of Hotel & Resort, 12(2), 5-16.
  2. Byrne, B. M. (2009). Structural equation modeling with Amos: Basic concepts, applications, and programming (2nd ed.). London: Taylor and Francis.
  3. Fornell, C., & Larcker, D. F. (1981). Evaluation structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. http://dx.doi.org/10.2307/3151312
  4. Hair, J. F., Bush, R. P., & Ortinau, D. J. (2000). Marketing research: A practical approach for the new Millennium. Boston, MA: Irwin/McGraw-Hill.
  5. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York, NY: Guilford Press.
  6. Inspection and Quarantine of the People's Republic of China. (2014). Import food and cosmetics unqualified information report (2014.7.1). Beijing: General Administration of Quality Supervision, Inspection and Quaratine of the People's Republic of China.
  7. Kim, S. J., Kim, S. H., & Kim, E. K. (2008). A study of the effect of perceived wine value on customer satisfaction, trust, repurchase intention. Journal of Foodservice Management, 11(2), 221-241.
  8. Korea Broadcast Adverstising Corporation. (2012). 2012 Advertising industry statistics. Seoul: Korea Broadcast Adverstising Corporation.
  9. Korea Creative Content Agency. (2012). Contents industry trend of China . Naju: Korea Creative Content Agency.
  10. Lee, J. S. (2013). Impact of difference in Korean wave awareness among Chinese women on quality perception and purchasing behavior of Korean cosmetic products. Journal of the Korea Academia-Industrial Cooperation Society, 14 (10), 5097-5104. http://dx.doi.org/10.5762/KAIS.2013.14.10.5097
  11. Lee, Y. K., & Jin, B. R. (2014). Content analysis of TV-related Twitter messages: Message forms and types of tweets on TV dramas. Korean Journal of Broadcasting & Telecommunications Research, (87), 209-234.
  12. Li, W. Y. (2014). The research of Chinese and South Korean TV drama product placement strategy: Focusing on Chinese audience's awareness (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  13. Na, D. (2014, March 5). restarts Korean wave. Economic Information.com. Retrived August 1, 2014, from http://jjckb.xinhuanet.com/invest/2014-03/05/content_494253.htm
  14. Nam, M. J., Kang, M. J., & Cho, M. H. (2014). The effects of the congruence between brand personality and self-image through PPL on purchase intention: Moderating variable in TV program involvement. Journal of Tourism and Leisure Research, 26(3), 367-386.
  15. National Assembly of the Republic of Korea. (2013, October 29). Too many product placements in drama and performance programes: Samsung Electronics top 1. Seoul: National Assembly of the Republic of Korea.
  16. Seo, K. H., & Lee, S. B. (2013). The effect of Christmas marketing communication on trust and purchase intention in the bakery industry. The Korean Journal of Culinary Research, 19(3), 57-72.
  17. Shin, H. C., & Sohn, S. J. (2005). Effects which the recognition of indirect advertisement influences brand image: Focused on the tourism product PPL inside TV dramas. Journal of Tourism Management Research, 24, 117-139.
  18. Soh, H. J. (2009). Trust in advertising: Scale development and exploration of antecedents. The Korean Journal of Culinary Research, 20(4), 89-106.
  19. Song, J. H. (2013, October 15). Broadcasters earned 86.3 billion won in four years by PPL. SportsChosun . Retrived August 1, 2014, from http://sports.chosun.com/news/ntype.htm?id=201310150100162610011620&servicedate=20131015
  20. Woo, J., Ko, W. H., Park, K. D., & Hur, W. M. (2007). Consumer ethnocentrism and unwillingness to buy foreign products. The Korean Journal of Advertising and Public Relations, 9(4), 230-256.
  21. Yu, S. Y. (2011). A study of relation between consumers' product placement effect factors and attitude of advertisement. The Journal of Digital Policy and Management, 9(4), 181-190.
  22. Yu, S. Y., & Kang, H. J. (2012). Relevant perceptual features on advertising and indirect advertising effectiveness factors of chinese viewers. The Journal of Digital Policy and Management, 10(9), 271-279.
  23. Yun, S. J. (2014). A study on the cor-relationship of dramatic composition principle: In Korean TV dramas and the indirect advertisement. The Journal of Humanities Studies, 94, 271-292.
  24. Zenith Optimedia. (2009). Advertising expenditure forecasts. Sydney: Zenith Optimedia.