Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Comparison of Vietnamese Consumer Response to Advertisements of Korean Companies and Vietnamese Companies: Focusing on Balance Theory

한국 기업과 베트남 기업의 광고에 대한 베트남 소비자 반응에 관한 비교연구: 균형이론을 중심으로

  • Han, Sangpil (Department of Advertising and PR, Hanyang University)
  • Received : 2021.07.15
  • Accepted : 2021.10.20
  • Published : 2021.10.28
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Abstract

This study was conducted for the purpose of comparing the advertising effect of Korean companies and Vietnamese domestic companies by applying the balance theory to Vietnamese consumers emerging as a new market for Korean companies. An experiment was conducted on female university students, and cognitive, emotional, and behavioral responses to advertisements in the two countries were investigated. The results showed that there was no difference in the cognitive dimension of Vietnamese consumers' evaluation of advertisements in Korea and Vietnam, but there is a difference in the emotional dimension and the behavioral dimension. This study contributed theoretically to the possibility of applying the balance theory to the study of international advertising effects, and the implications of international advertising of Korean companies in the underdeveloped markets were discussed.

본 논문은 우리나라 기업의 새로운 시장으로 부상하고 있는 베트남 소비자를 대상으로 균형이론을 적용하여 우리나라 기업과 베트남 내국 기업의 광고효과를 비교하기 위한 목적으로 실시되었다. 연구가설을 검증하기 위하여 베트남의 여대생을 대상으로 실험을 실시하였으며, 두 국가의 광고에 대한 인지적, 감성적, 그리고 행위적 반응을 조사하였다. 연구결과, 베트남 소비자들은 국가 이미지가 높은 한국과 베트남의 광고에 대한 인지적 차원에서의 평가는 차이가 없었으나, 감성적 차원 그리고 행위적 차원에서는 차이가 나타났다. 또한 세 가지 종속변인의 종합 차원에서도 한국 기업의 광고가 베트남 기업의 광고보다 더 긍정적이었다. 본 연구는 국제광고효과 연구에 있어 균형이론을 확장한 이론적 기여를 하였으며, 연구결과를 바탕으로 후진국 시장에서 한국 기업의 국제광고 시사점을 논의하였다.

Keywords

Acknowledgement

This work was supported by the research fund of Hanyang University (HY-2021G).

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