자료요약
본 연구는 소비자들의 미디어 이용 행태별 멀티태스킹 상황이 광고 효과(광고 태도, 브랜드 태도, 구매 의도)에 미치는 영향을 실증적으로 검증하였다. 또한 광고 몰입 수준에 따라 광고 효과에 차이가 있는지 멀티태스킹 상황과 광고 효과의 관계에서 몰입이 조절효과를 보이는지 살펴보았다. 이를 위해 본 연구는 미디어와 모바일 이용 행태에 따라 2(TV, PC) × 3(모바일 메신저, 모바일 정보 검색, 모바일 SNS)로 집단 간 실험 설계를 통해 연구를 진행하였다. 연구 결과 멀티태스킹 상황에 따라 광고 태도의 차이가 나타났다. 특히 동일한 TV-모바일 상황이지만 모바일 이용 행태가 무엇인지에 따라 광고 태도가 다르게 조사되었다. 그러나 미디어 이용 행태에 따른 멀티태스킹 상황이 브랜드 태도 및 사전, 사후 구매 의도에 미치는 영향은 유의미한 차이가 없는 것으로 검증되었다. 특히 시간에 따른 사전, 사후 구매 의도의 차이는 없지만 시간(사전, 사후) × 조건(멀티태스킹 상황)에서는 상호작용 효과가 유의미한 것으로 나타났다. 또한 광고 몰입 수준은 광고 태도에만 영향을 미치는 것으로 분석되었다. 마지막으로 멀티태스킹 상황과 광고효과의 관계에서 몰입의 조절 효과를 검증한 결과, 광고 태도상에서의 몰입의 주효과는 검증되었으나 브랜드 태도와 구매 의도는 주효과와 상호작용 효과 모두 유의미하지 않은 결과가 도출되었다.
This study empirically verified the effect of multitasking situation on consumers’ media using pattern on advertising effect(Advertising attitude, Brand attitude, Purchase intention). In addition, we examined whether there is a difference in the advertising effect according to the level of advertising it and whether the commitment has a controlling effect in the relationship between the multitasking situation and the advertising effect. For this purpose, this study was conducted through two groups(TV, PC)×3(mobile messenger, mobile information search, mobile SNS) according to media and mobile using pattern. As a result of the study, there was a difference in advertising attitude according to the multitasking situation. Especially, the same TV-mobile situation, but advertising attitude was different according to the mobile using pattern. However, it was proved that there is no significant difference in the effect of multitasking situation on brand attitude, pre & post purchase intention according to media using pattern. Especially, there is no difference in pre & post purchase intention according to time, but interaction effect is significant in time(pre & post)×condition (multitasking situation). Also, the level of advertising commitment affects only the advertising attitude. Finally, as a result of verifying the moderating effect of the commitment in the relationship between the multitasking situation and the advertising effect, the main effect of the commitment in the advertising attitude was verified, but the effect of the brand attitude and purchase intention were not significant respectively.
This study empirically verified the effect of multitasking situation on consumers’ media using pattern on advertising effect(Advertising attitude, Brand attitude, Purchase intention). In addition, we examined whether there is a difference in the advertising effect according to the level of advertising it and whether the commitment has a controlling effect in the relationship between the multitasking situation and the advertising effect. For this purpose, this study was conducted through two groups(TV, PC)×3(mobile messenger, mobile information search, mobile SNS) according to media and mobile using pattern. As a result of the study, there was a difference in advertising attitude according to the multitasking situation. Especially, the same TV-mobile situation, but advertising attitude was different according to the mobile using pattern. However, it was proved that there is no significant difference in the effect of multitasking situation on brand attitude, pre & post purchase intention according to media using pattern. Especially, there is no difference in pre & post purchase intention according to time, but interaction effect is significant in time(pre & post)×condition (multitasking situation). Also, the level of advertising commitment affects only the advertising attitude. Finally, as a result of verifying the moderating effect of the commitment in the relationship between the multitasking situation and the advertising effect, the main effect of the commitment in the advertising attitude was verified, but the effect of the brand attitude and purchase intention were not significant respectively.
목차
1. 서론
2. 이론적 배경
3. 연구방법
4. 연구결과
5. 결론 및 함의
2. 이론적 배경
3. 연구방법
4. 연구결과
5. 결론 및 함의
멀티태스킹
모바일 이용 행태
몰입
광고 태도
브랜드 태도
구매 의도
multitasking
mobile using pattern
commitment
advertising attitude
brand attitude
purchase intention