Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Effects of Celebrity's Traits on Media Engagement, Advertising Effect and Purchasing Intention in Food Service Industry

외식기업의 유명인 모델 속성이 미디어 인게이지먼트, 광고효과 및 구매의도에 미치는 영향

  • 김영찬 (오산대학교 호텔관광과) ;
  • 윤성길 (경기대학교 호텔경영과) ;
  • 방소윤 (경기대학교 외식경영학과)
  • Received : 2017.10.02
  • Accepted : 2017.10.23
  • Published : 2017.10.30
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Abstract

The aim of this study was to examine the role of celebrity's traits on food service enterprises' media engagement, advertising effect (AD effect) and purchasing intention. Based on advance research, structural model of relationship between celebrity's traits and media engagement, AD effect and promotion of purchase was developed among the proposed constructs. Few empirical studies have been conducted to test the model. Date collection of study was from June 1st, 2017 to June 30th, distributing total of 300 issues and collecting total of 290 issues. Total of 271 questionnaires were used as the final analysis data as the nineteen questionnaires included missing information. The results can be summarized as follows: Celebrity's Traits significantly affected media engagement, AD effect and purchasing intentions. More specifically, mediating effect among the celebrity's traits and AD effect which came from media engagement was valid only if the subject of advertising effectiveness was on brands attitude. Based on the findings, theoretical and managerial implications were discussed to make one conclusion. As the media engagement was identified as a mediator between celebrity's traits and AD effect, certain brands which tend to enhance their AD effectivity should liaison proper celebrity.

Keywords

References

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