SNS여행광고 메시지유형이 소비자 광고태도, 브랜드태도, 구매의도에 미치는 영향

Abstract

This study examined differences and interaction effects on response to different types of travel advertisement messages on advertisement attitudes, brand attitudes and the purchasing intention among college students. As a result, there was a significant difference of the response between empathy advertisement message and information advertisement message. Specifically, the response to empathy advertisement shows better advertisement attitude, brand attitude and purchase intention than information advertisement message, which illustrate that when it comes hedonic products, using empathy message strategy is better than information message strategy. On thr other hand, although both message types and empathy reaction have main effect to advertisement attitude, brand attitude and purchase intention, the interaction of message types and empathy reaction only works on brand attitude. The results indicated that empathy communication piays an imortant role in advertisement field. Exploring more empathy message strategy on travelling advertisement can activate the travelling market. In additon, there is also suggestions based on the result of this examination and the conduct of reserch in the future.