진정성이 구매의도에 미치는 영향

Abstract

Despite of changes in social conditions like the 4th Industrial Revolution, the authenticity recognized by consumers in a company's marketing activities still holds the importance. In this study, after looking at what factors are made up of the authenticity recognized by consumers, the impact of the authenticity on consumers' attitude toward advertisement and purchasing intention was addressed focusing on the partial mediating effect of attitude toward advertisement.

The hypotheses of this study were as follows:

The subdimensions of authenticity will have different effect on consumers' attitude toward advertisement. The subdimensions of authenticity will have different effect on consumers' purchasing intention. The recognition of authenticity will have effect on purchasing intention through partial mediating effect of attitude toward advertisement. The recognition of authenticity will show differences according to the demographic characteristics of consumers.

On the basis of the pilot survey carried out, Yuhan-Kimberly was selected as the subject of this study and the survey of this study was made for one month from December, 2016 to January, 2017. Out of the questionnaires answered to the survey, the data collected from 392 respondents in Busan was used for the analysis excluding the ones with insincere answers. As the results from the analysis of the data collected through the survey, it was found out that CEO's character, consistency, communication, social justice and advertising sincerity were included in the subdimensions of the authenticity. Out of these subdimensions of the authenticity, it was found that consistency and advertising sincerity have a significant effect on attitude toward advertisement, and that advertising sincerity, consistency and communication have a significant effect on purchasing intention. In addition, among the subdimensions of the authenticity, advertising sincerity has a significant effect on purchasing intention through a partial mediating effect on attitude toward advertisement. This result shows the importance of attitude toward advertisement in the study of the impact of authenticity. As the results from comparison of differences in CEO's character, consistency, social justice, communication and advertising sincerity according to demographic characteristics, differences was not found by sex. While there is high recognition of CEO's character, consistency, social justice, communication and advertising sincerity by aged and married consumers. The differences by jobs resulted in consistency and advertising sincerity, and the higher their income was, the higher their recognition of consistency, social justice, communication and advertising sincerity was. Therefore, from a business perspective, those activities for the improvement in consumers' recognition of the authenticity should be conducted actively considering the impact of consumers’ recognition of authenticity on attitude toward advertisement and purchasing intention. As the limitations of this study, it can be mentioned that the respondents were not made up through probability sampling and that the variables included in this study were limited to consumers' recognition of authenticity, attitude toward advertisement and purchasing intention. In following studies, I hope that the possibility of generalization of the results from this study can be increased through more strict sampling and more diversified variables included in study.