Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Interaction Effects of Online Advertising Types and Self-Monitoring

온라인 광고소구 유형과 자기 검색도의 상호작용 효과 연구

  • Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
  • Received : 2018.04.13
  • Accepted : 2018.05.20
  • Published : 2018.05.28
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Abstract

TThis research paper discusses the results of an article on the effects of moderating role of self-monitoring on response to the two different types of online advertising appeals. It was hypothesized that low self-monitors show more positive attitude towards brand when exposing advertisements with product quality-based online advertising than high self-monitors, whereas high self-monitors show more positive attitude towards brand when exposing advertisements with image-based online advertising than low self-monitors. Through an experimental design involving product quality and image-based online advertising, this article demonstrates that the role of self-monitoring in online advertising effects is similar to traditional advertising studies. Based on the results of the study, practical and theoretical suggestions are interpreted in relation to online advertising creative messages and strategies.

본 연구는 온라인 광고유형 (제품광고와 이미지광고)의 효과에 조절변인으로 영향을 미치는 자기 검색도의 역할을 검증하기 위한 목적으로 실시되었다. 수도권 소재 160명의 대학생을 대상으로 $2{\times}2$ 요인설계로 실험이 실시되었다. 자기 검색도가 낮은 집단은 이미지를 강조하는 온라인 광고 보다는 제품의 특성을 강조하는 온라인 광고에 더 긍정적인 반면에, 자기 검색도가 높은 집단은 제품의 특성을 강조하는 온라인 광고 보다는 이미지를 강조하는 온라인 광고에 더 긍정적으로 반응할 것이라는 가설을 세우고 연구가 진행되었다. 연구결과, 텔레비전과 신문과 같은 전통광고를 대상으로 한 연구결과에서와 마찬가지로 온라인 광고에서도 가설이 검증되었다. 연구결과를 바탕으로 온라인광고 크리에이티브 전략과 효과를 제고할 수 있는 이론적 논의와 실무적 함의를 논의하였다.

Keywords

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