Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Online Advertising Contents of Eastern Cultural Values and Western Cultural Values: Comparison between Age and Gender

동양 문화가치관과 서양 문화가치관 표현: 온라인 광고에 대한 연령별, 성별 차이에 대한 비교 연구

  • Han, Sangpil (Department of Advertising and PR, Hanyang University) ;
  • Yu, Seung-Yeob (Department of Advertising and PR, Namseoul University)
  • 한상필 (한양대학교 광고홍보학부) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2019.03.13
  • Accepted : 2019.06.20
  • Published : 2019.06.28
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Abstract

The purpose of this study was to examine the effects of age and gender on Eastern and Western cultural values imbedded in online advertising. This study conducted a survey of 180 men and women ages between 10s and 60s who lived in Seoul, Korea. They responded the acceptance degree of six online advertising emphasized three Korean traditional values and three Modern values. Research hypotheses of this study were the acceptance of cultural values in online advertising is different between ages, but similar between gender. The hypotheses were supported as the previous studies. Findings suggest several theoretical and practical implications that convergence between modern and traditional values is a more important variable to study in the research of online advertising.

본 연구는 동양적 문화가치관과 서양적 문화가치관을 반영한 온라인 광고에 대한 반응이 연령별, 성별로 어떤 차이를 보이는 가를 검증하기 위한 목적으로 실시되었다. 서울에 거주하고 있는 10대에서 60대 남녀 180명을 대상으로 3가지 동양적 문화가치관과 3가지 서양적 문화가치관을 반영한 광고에 대한 소비자 반응 정도를 조사하였다. 이들 두 가지 상반된 문화적 가치관을 강조한 온라인 광고에 대한 소비자의 수용 정도는 연령대별로 차이를 보일 것인 반면 성별로는 차이가 없을 것이라는 가설을 세웠다. 연구결과는 전통매체 광고를 대상으로 실시되었던 기존의 연구 결과와 유사하게 온라인 광고를 대상으로 실시된 본 연구에서도 가설이 지지되었다. 본 연구는 온라인 광고표현은 문화적 가치관을 반영하고 소비자들은 광고를 평가하는데 있어서도 문화적 가치관에 영향을 받는 다는 것을 실증적으로 보여준 최초의 연구라는 점에서 이론적 가치와 실무적 기여도가 높다고 하겠다.

Keywords

Table 1. Acceptance Degree of Expressed Values in Online Advertising

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Table 2. Acceptance Degree of Expressed Values in Six Online Advertising

DJTJBT_2019_v17n6_69_t0002.png 이미지

Table 3. Comparison between Generation

DJTJBT_2019_v17n6_69_t0003.png 이미지

Table 4. Comparison between Gender

DJTJBT_2019_v17n6_69_t0004.png 이미지

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