Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Advertisement Properties In Cosmetics Convergence Advertisement Using PPL On Brand Attitude and Purchasing Intention

PPL을 활용한 화장품 융합광고의 광고속성이 브랜드태도 및 구매의도에 미치는 영향

  • 김혜정 (동신대학교 뷰티미용학과) ;
  • 강은주 (동신대학교 뷰티미용학과)
  • Received : 2018.08.06
  • Accepted : 2018.08.20
  • Published : 2018.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to identify the effects of advertisement properties in PPL-used cosmetic convergence advertisements on brand attitude and purchasing intention and provide basic data that can be used for PPL marketing in cosmetics industry. For the purpose, this study interviewed female college students using a questionnaire and analysed 494 copies of the responses except 6 ones whose responses were insincere using SPSS v. 21.0. As a result, it was discovered that informativeness and entertainment as sub-factors of advertisement properties had statistically significant positive (+)effects on brand attitude while discomfort had statistically significant negative(-) effect on it. Also, informativeness and entertainment had statistically significant positive (+)effects on purchasing intention. Therefore, as PPL that breaks the contents and flow of dramas or movies decreases advertisement effects and purchasing intention, PPL advertisements should naturally present information on cosmetic products in dramas or movies.

본 연구는 PPL을 활용한 화장품 융합 광고의 광고속성이 브랜드태도 및 구매의도에 어떤 영향을 미치는지 알아봄으로써 화장품 업계의 PPL마케팅에 활용할 수 있는 기초 자료를 제공하는데 그 목적이 있다. 연구방법은 여대생을 대상으로 설문지를 배부하여 불성실한 6부를 제외한 494부를 SPSS v. 21.0 통계 프로그램을 이용하여 분석하였다. 연구결과 광고속성의 하위요인별 정보성, 오락성은 브랜드태도에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났고, 불편성은 브랜드태도에 통계적으로 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 또한 광고속성의 하위요인별 정보성, 오락성은 구매 의도에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 따라서 드라마나 영화의 내용과 흐름을 깨뜨리는 PPL은 소비자에게 불편성을 불러일으켜 광고 효과와 구매의도를 저하시킴으로, 드라마나 영화에서 제품 정보를 자연스럽게 제시하고 즐거움을 주는 PPL 광고가 이루어져야 할 것이다.

Keywords

References

  1. S. S. Shin, M. Y. Shin, Y. S. Jeong & J. h. Lee. (2015). An Investigation of Social Commerce Service Quality on Consumer's Satisfaction. Journal of IT Convergence Society for SMB, 5(2), 27-32.
  2. M. W. Kim & D. J. Back. (2015). Survey on the Use and Awareness of Nail Convergent Strengtheners. Journal of digital Convergence, 13(8), 535-542. DOI : 10.14400/jdc.2015.13.8.535
  3. B. Pola & R. Lord. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59, DOI:https://doi.org/10.1080/10641734.1998.10505076
  4. B. O. Kim & K. W. Park. (2005). A Study on PPL(Product Placement) as a Video Advertisement Technique. Journal of korean Society of Design Culture, 11(3), 18-27.
  5. E. K. You & H. J. Kwon. (2016). Analysis of the Internet Shopping Mall Users' Perception on Cosmeceuticals. Journal of digital Convergence, 14(12), 555-561. DOI : 10.14400/jdc.2016.14.12.555
  6. S. Y. Park. (2015). Influence That PPL of Cosmetics of TV Dramas Has on Responses of Consumers. Youngsan University, Busan.
  7. E. M. Steortz. (1987). The cost efficiency and communication effects associated with brand name exposure within motion pictures. Unpublished master's thesis, West Virginia University, Morgantown, WV.
  8. J. W. Moon. (2014. 3. 27). Beauty Korea.
  9. S. H. Cho. (2014). Overseas Marketing Strategy Based on Korea Image : Side of China. Journal of Korea International Trade Association, 19(28), 8.
  10. J. C. Hong. (2016). Relevant study of convergence education and beauty awareness of B University students. Journal of the Korea Convergence Society, 7(5), 135-143. DOI : 10.15207/jkcs.2016.7.5.135
  11. D. An & S. Kim. (2012). Attitudes toward SNS Advertising : A Comparison of Blog, Twitter, Facebook, and YouTube. the Korean Journal of Advertising, 23(3), 53-84.
  12. G. J. Chung & E. A. Kye. (2004). The Internet Advertising Attributes' Influences on Internet User's Attitudes toward Internet Advertising. Journal of social sciences, 16, 123-148.
  13. J. W. Lee. (2008). A Study on the Impact of Advertising Attributions on Attitude toward Advertisement, Brand Cognition, Attitude toward Brand and Purchase Intention. Kangwon National University, chuncheon.
  14. S. Y. Choi & W. S. Hong. (2015). The Effects of Video Advertisements' Value Dimensions for Restaurant Brands on Consumer's Brand Trust and Loyalty. Journal of Foodservice Management, 18(5), 7-34.
  15. R. H, Ducoffe. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21-35.
  16. S. H. Park. (2011). Celebrities and Contents' Advertising Attributes Influencing Attitude toward Advertising, Attitude toward Brand and Purchase Intention in Food Service Franchise. Sejong University, Seoul.
  17. J. A. Ahn. (2003). A Study on the Validity of Consumer based Brand Equity. The Korean Journal of Advertising, 14(2), 253-278.
  18. H. J. Jo. (2013). The Effect Brand Reputation and Product Information on Brand Attitude, Product Attitude and Intent to Accept Message : With Focus on Discount Rate Adjustment Effect. Dong-A University, Busan.
  19. S. H. Park. (2017). Convergence Study of Cell Viability and Vascular Relaxtion of Hanbang-tea Prescrpition. Journal of the Korea Convergence Society, 8(2), 291-297. DOI : 10.15207/jkcs.2017.8.2.291
  20. F. Engel & D. Blakwell. (1982). Consumer Behavior. 4thed, 415.
  21. C. W. Lee. (1999). Experimental Investigation of 3D and Media effects on Purchasing Behavior of Internet Shopping Consumers. Hanyang University, Seoul.
  22. S. H. Nam. (2010). The Influences of PPL Brand Advertising of TV Drama upon Product Purchase Intention : Focused on the Awareness and Preference of PPL Brand. Hanyang University, Seoul.
  23. P. M. Homer. (1990). The Mediating Role of Attitude toward the Ad : Some Additional Evidence. Journal of Marketing Research, 27(2), 78-86. DOI : https://doi.org/10.2307/3172553
  24. S. Y. Park. (2015). Influence That PPL of Cosmetics of TV Dramas Has on Responses of Consumers. Youngsan University, Busan.
  25. B. H. Song. (2008). A Study on the Effect of the Foodservice Consumer's attitude toward Visual Merchandising on their attitude toward Brands and Purchasing Intention : Comparative Study of Family Restaurants, Fast Food Stores, and Coffee Shops using the Fishbein's Model of Attitudes. Sejong University, Seoul.
  26. H. S. Kim. (2014). The Effects the Advertising Properties using Body Painting Have on Advertisement Attitude, Brand Attitude, and Purchase Intent. Donhshin University, Naju.
  27. S. G. Kang. (2017). Study on Advertising Effect according to SNS Advertisement Attributes of Mobile Shopping Mall : Based on Intermediary Role of Advertisement Satisfaction. Dong Eui University, Busan.
  28. W. T. Seo. (2018). The Effects of Advertising Attributes on Consumer Attitudes, Brand Attitudes, and Purchase Intention. Daegu Catholic University, Gyeongsan-si.
  29. G. H. Lee. (2015). The Effect of Korean TV Drama PPL Characteristic to the Brand Presonality and Consumer'.s Preference : Chinese tourists. Chung-Ang University, Seoul.
  30. D. W. Jo. (2015). The Influence of SNS Advertising Attributes of the Low Cost Carriers on Purchasing Intention. Hanyang University, Seoul.