한국콘텐츠학회논문지 (The Journal of the Korea Contents Association)

  • 제19권2호
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  • Pages.450-459
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  • 2019
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  • 1598-4877(pISSN)
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  • 2508-6723(eISSN)
한국콘텐츠학회 (The Korea Contents Association)
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광고 자기 효능감: 소비자 행동연구 적용을 위한 이론적 검토

Advertising Self-Efficacy: Theoretical Review for the Study of Consumers' Attitude toward Advertising

  • 투고 : 2018.12.10
  • 심사 : 2019.01.09
  • 발행 : 2019.02.28
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초록

본 연구는 뉴미디어 환경에서 소비자들의 설득적 메시지 소비 행태를 연구하기 위해 '자기 효능감(self-efficacy)'이라는 개념을 광고적 관점에서 어떻게 적용할 것인가에 대한 이론적 검토를 논의하고자 한다. 소비자가 컨트롤하는 미디어 환경, 소비자들의 다양한 광고 태도 및 대응전략 등을 검토하고, '자기 효능감' 개념이 정치, 교육 및 인터넷 분야에서 어떻게 정의되고 적용되는지 살펴보고자 한다. 또한, 광고적 관점에서 '자기 효능감'이 소비자 광고 태도에 어떻게 적용될 것인가를 논의하고자 한다. 마지막으로, '광고 자기 효능감'이라는 개념이 광고 연구 및 광고 산업에 끼치게 될 영향도 살펴보고자 한다. '광고 자기 효능감'이라는 새로운 개념에 대한 활발한 토의를 위해 이론적 정의에 대한 다양한 의견이 수렴되어야 할 것이며, 또한 조작적 정의를 위해 타당성 검증을 위한 척도 개발에 대한 연구도 향후 이루어지길 바란다.

Under the new media environment this study is designed to investigate how the concept, 'self-efficacy' would be applied in an advertising context. The current study reviews consumer-controlled media environment, consumers' various attitude toward advertising and strategies for coping for advertising. In addition, how self-efficacy has been defined and applied in politics, education, and the Internet was discussed. From the advertising perspective it is interesting to examine how self-efficacy would be defined and applied in the consumers' attitude toward advertising. Lastly, this study will examine effects of self-efficacy on advertising research and advertising industry. For further study on self-efficacy much research needs to be conducted, focusing on conceptual and operational definition. Specifically, scale development and validation tests of 'self-efficacy' should be preceded.

키워드

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그림 1. 설득지식모델

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그림 2. 정교화가능성모델

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