TV스포츠 중계방송에서 가상광고 속성이 소비자태도에 미치는 영향

Abstract

As media environment changes rapidly and integrated marketing communication gets more important, the importance of TV advertising gets diminished and many questions about its effectiveness have been raised. During these changes, the legal regulation of the virtual advertising was mitigated to compensate the defect of the existing advertising and became effective on January 2010. However, even if previous studies confirmed the effectiveness of virtual advertising, it’s very insufficient and little research was conducted about which aspects of virtual advertising affect consumers. Based on previous research, this study is to derive its unique feature of a new type of advertisement, virtual advertising, and to identify the difference with features of the exisitng advertisement, and to investigate whether features of derived virtual advertising affect the attitude of consumers and whether there is any difference according to involvement of products. The empirical results showed unique features of virtual advertising were derived by using open-ended Measurement among Viwer Response Profile (VRP). Creativity, personality, entertainment, continuity and vividness were derived as features of virtual advertising and results to compare them with the features of existing advertisement confirmed that creativity, entertainment and vividness were similar or the same, but in personality, ‘cybertic’, ‘three-dimensional effect’, ‘cutting edge’ and ‘modern’ were shown and in continuity, ‘harmony with surrounding background’, ‘eyes are focused’, ‘not sudden’ and ‘harmony with surrounding situation’ were shown as unique features of virtual advertising different from those of the existing advertisement. Since then, we investigated whether features derived from virtual advertising affected consumers’ attitude such as advertisement attitude and brand attitude by using the closed-ended measurement. The results showed that creativity, personality, continuity and vividness had positive effects on advertisement attitude and brand attitude. However, the entertainment had a positive effect on advertisement attitude and did not have a positive effect on brand attitude. Also the results to investigate the effect of advertisement on brand attitude showed advertisement attitude didn’t have any effect on forming the brand attitude. Analysis results according to product involvement showed that creativity, entertainment and vividness in low involvement products had more effects than in high involvement and creativity, personality and continuity in low involvement products had more effect on brand attitude than in high involvement products. Through this study, an overall guideline for virtual advertising is provided and will be able to provide the theoretical and practical implications.