디지털융복합연구 (Journal of Digital Convergence)

  • 제19권11호
  • /
  • Pages.225-234
  • /
  • 2021
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

광고모델의 성별이 광고 태도와 제품 태도에 미치는 영향에 관한 비교문화적 연구: 한국 vs. 우즈베키스탄

The Effects of Endorsers' Gender on Ads and Product Attitude: Cross-cultural Perspective(Korea vs. Uzbekistan)

  • 이동엽 (금오공과대학교 컨설팅학과) ;
  • ;
  • 김귀곤 (금오공과대학교 경영학과)
  • Lee, Dong-Yub (Department Consulting, Kumoh National Institute of Technology) ;
  • Yulduz, Kudratova (Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Gwi-Gon (Dept. of Business Administration, Kumoh National Institute of Technology)
  • 투고 : 2021.10.22
  • 심사 : 2021.11.20
  • 발행 : 2021.11.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 한국과 우즈베키스탄의 사회적 성역할 인식에 대한 차이가 광고모델의 성별을 통해 광고 태도 및 제품태도에 미치는 영향에 차이를 가져오는지를 살펴보는 비교문화연구이다. 특히 이들 관계에서 광고모델의 표정과 광고상황이 미치는 조절효과의 차이를 중심으로 연구되었다. 연구결과. 첫째, 사회적 성역할의 인식에 대한 차이는 한국보다 우즈베키스탄에서 더 크게 나타났다. 둘째, 광고 모델의 성별이 지각된 광고 태도에 미치는 영향은 한국보다 우즈베키스탄에서 높게 지각되었다. 셋째, 광고 모델의 성별이 광고의 태도에 미치는 영향에서 얼굴표정(온화함 vs. 차가움)의 조절효과는 우즈베키스탄에서만 나타났다. 넷째, 광고모델의 성별과 광고태도에서 광고상황(직장업무 vs. 가정생활)의 조절효과 또한 우즈베키스탄에서만 나타났다. 다섯째, 소비자의 광고태도가 제품태도에 미치는 영향은 두 국가 모두에서 통계적으로 유의한 정의 관계를 나타냈다. 본 연구는 한국과 우즈베키스탄 간에 남성성(또는 여성성)차원의 문화적 차이가 광고의 효과에도 영향을 미치고 있음을 알려준다. 따라서 본 연구는 글로벌 마케팅 담당자들이 광고모델을 선정할 때 신뢰성, 전문성, 매력성과 같은 기존의 정보원천효과 뿐만 아니라 문화적 차이에 따른 광고모델의 성별, 얼굴표정, 광고상황 등도 고려해야 함을 시사해주고 있다.

This study is a cross-cultural study examining whether differences in perceptions of social gender roles in Korea and Uzbekistan have different effects on ad attitudes and product attitudes through the endorsers' gender. In particular, this study was focused on the difference between the facial expression of the endorser and the moderating effect of the ad situation in these relationships. The research results are as follows. First, the difference in the perception of social gender roles was larger in Uzbekistan than in Korea. Second, the influence of gender of endorser on ad attitude was perceived to be higher in Uzbekistan than in Korea. Third, the moderating effect of facial expression(Placid vs. Cold) in the effect of gender of advertising model on advertising attitude was found only in Uzbekistan. Fourth, the moderating effect of the ad situation (Office work vs. Family life) in the relationship between the endorsers' Gender and ad attitude was also found only in Uzbekistan. Fifth, the effect of consumer's ad attitude on product attitude showed a statistically significant positive relationship in both countries. This study reveals that cultural differences in the masculinity (or femininity) dimension between Korea and Uzbekistan are also affecting the effectiveness of ads. Therefore, this study suggests that global marketers should consider not only the existing information source effects such as reliability, professionalism, and attractiveness, but also the gender, facial expression, and ad situation of the endorser according to cultural differences when selecting an ad model.

키워드

참고문헌

  1. N. G. Hwang & E. H. Kim. (2018). The effect of corporate cultural marketing on corporate trust and purchase intention. Journal of the Korea Entertainment Industry Association, 12(1), 329-342.
  2. J. N. Jang. (2010), A study on the relationship between perception of culture and acceptance of new products, Doctoral dissertation. Chungnam National University, Chungnam City.
  3. wikipedia. (2021). Hofsteder's Theory of Cultural Dimensions...https://ko.wikipedia.org/wiki/%ED%98%B8%ED%94%84%EC%8A%A4%ED%85%8C%EB%8D%94_%EB%AC%B8%ED%99%94_%EC%B0%A8%EC%9B%90_%EC%9D%B4%EB%A1%A0
  4. Bing, J. W. (2004). Hofstede's consequences: The impact of his work on consulting and business practices. Academy of Management Perspectives, 18(1), 80-87. https://doi.org/10.5465/ame.2004.12689609
  5. Hofstede, G., Hofstede, G. J., & Minkov, M. (2005). Cultures and organizations: Software of the mind (Vol. 2). New York: Mcgraw-hill.
  6. H. K. Min., & Y. H. Lee. (2020). A qualitative study on the cultural shock factors of domestic Uzbekistan international students: Focusing on a focus group interview. Korean national culture, (76), 321-350.
  7. Statistical Office. (2021). Gender inequality index. KOSIS(National Statistics Portal). https://kosis.kr/statHtml/statHtml.do?orgId=101&tblId=DT_2KAAD16&conn_path=I2
  8. Y. S. Sung., & G. J. Jung., & Y. Jang. (2004). A study on advertising effect according to model attractiveness and gaze processing: analysis of brain function image data using fMRI. Advertising research, (62), 55-81.
  9. Debevec, K., & Iyer, E. (1986). The influence of spokespersons in altering a product's gender image: Implications for advertising effectiveness. Journal of advertising, 15(4), 12-20. DOI: 10.1080/00913367.1986.10673033
  10. E. S. Choi., & S. K. Lee. (2009). Are women discriminated against in outdoor advertisements?: Focusing on women's social roles expressed in subway advertisements and COEX advertisements. OOH Advertising Studies, 6(2), 101-133.
  11. Han, S., & Yu, S. Y. (2019). Online Advertising Contents of Eastern Cultural Values and Western Cultural Values: Comparison between Age and Gender. Journal of Digital Convergence, 17(6), 69-75. https://doi.org/10.14400/JDC.2019.17.6.069
  12. Kotler, P. (1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64.
  13. K. H. Jang. (2017). Global Fashion Brand Advertising Type Analysis: Focusing on Fashion Advertising Photo Image Components and Expression Forms. Journal of the Korean Society of Fashion Design, 19(4), 17-27.
  14. Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of retailing.
  15. Darden, W. R., & Babin, B. J. (1994). Exploring the concept of affective quality: expanding the concept of retail personality. Journal of Business research, 29(2), 101-109. https://doi.org/10.1016/0148-2963(94)90014-0
  16. Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of retailing, 68(4), 445.
  17. K. Yulduz. (2018). The Effect of Model's Gender according to Masculinity(Uzbekistan vs. Korea) on Ads and Product Attitude. Doctoral dissertation. Kumoh National Institute of Technology, Gumy city.
  18. Rinn, W. E. (1991). Neuropsychology of facial expression. In R. S. Feldman & B. Rime (Eds.), Fundamentals of nonverbal behavior (pp. 3-30). Cambridge University Press; Editions de la Maison des Sciences de l'Homme.
  19. Ekman, P. (1993). Facial expression and emotion. American psychologist, 48(4), 384. https://doi.org/10.1037/0003-066x.48.4.384
  20. Neumann, R., & Strack, F. (2000). " Mood contagion": the automatic transfer of mood between persons. Journal of personality and social psychology, 79(2), 211. DOI: 10.1037//0022-3514.79.2.211
  21. Escalas, J. E., & Stern, B. B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29(4), 566-578. https://doi.org/10.1086/346251
  22. E. S. Park. (2003). The effect of model public confidence and corporate public confidence on advertising effectiveness: Focusing on functional cosmetics advertising. Doctoral dissertation, Yonsei University, Seoul City.
  23. S. J. Yun. (2000). A Simulation Approach to the Determinants of Web Shopping Mall Site Reliability and Influence on Purchase Intentio. Business Studies, 29(3), 353-376.
  24. Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332. https://doi.org/10.2307/3150973
  25. J. H. Kim. (2007). A study on the effect of marketing communication factors on brand equity. Korea Management Association, 1-23.
  26. K. Y. Kim. (2017). Analysis of the factors affecting the online information sources of restaurant companies on purchasing behavior according to word-of-mouth communication. Tourism Research Journal, 31(5), 247-265.
  27. Kim, N., & Yu, S. Y. (2018). Analysis of Causal Model Attributes of Model Affects to Corporate Attitudes in CSR Advertising: Message authenticity mediation effect. Journal of Digital Convergence, 16(6), 53-61. https://doi.org/10.14400/JDC.2018.16.6.053
  28. Ekman, P., & Friesen, W. V. (1986). A new pan-cultural facial expression of emotion. Motivation and emotion, 10(2), 159-168. https://doi.org/10.1007/BF00992253
  29. Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer research, 14(3), 421-433. https://doi.org/10.1086/209124
  30. H. S. Kim., & N. R. Kim., & D. K. Yoo., & S. H. Shin. (2012). Effect of Consumer Response of Sports Brand Application Advertisement Using Smartphone on Ad Attitude, Product Attitude and Purchase Intention. Journal of the Korean Association of Sports Industry Management, 17(1), 13-28.