한국 TV드라마 속 간접광고 유형이 중국 소비자의 브랜드평가 및 제품구매의도에 미치는 영향

Abstract

본 연구는 중국의 소비자들을 중심으로 한국드라마를 통해 소개되는 한국 제품들의 간접광고유형에 따라 설득지식 및 브랜드 기억, 브랜드평가와 구매의도에 어떠한 차이를 나타내는지 파악하고자 하였다. 뿐만 아니라 연구문제를 통해 중국의 소비자들이 실질적으로 한류에 대해 어느 정도 관여되어 있다고 느끼는지 여부에 따른 간접광고 효과를 검토하고자 하였다. 그 결과, 직접적 배치유형이 더 높은 브랜드 기억과 설득지식을 보일 것이라는 가설1-1과 1-2가 지지 되었다. 또한 간접적 배치유형보다 직접적 배치유형에 더 낮은 브랜드 평가 및 구매의도를 보일 것이라는 가설1-3과 1-4가 지지됨에 따라 모든 가설이 지지된 것을 확인 할 수 있었다. 마지막으로 한류관여도의 영향력을 파악하고 간접광고 유형에 따라 설득지식 및 브랜드 기억, 브랜드평가와 구매의도에 미치는 영향에 조절효과를 보일 것인가에 대한 연구문제는 설득지식만 통계적으로 유의한 것을 확인 할 수 있었다. 반면 간접광고 유형과 브랜드평가, 구매의도의 경우 통계적 범위에서 유의미 하지 않았으나, 한류 관여도 자체의 영향력은 유의미한 결과를 보였다. 즉, 한류관여도가 높은 사람일수록 더 높은 브랜드 평가와 구매의도를 보이는 경향이 있는 것을 확인 할 수 있었다. 이러한 결과를 통해, 한국 제품들의 간접광고유형에 따라 브랜드평가 및 제품구매의도에 어떠한 차이를 나타내는지 파악하고 실질적으로 한류가 미치는 영향을 한류관여도로 측정함으로써 간접광고 효과에 대한 연구에 있어서도 깊이를 더했다. 또한 중국시장을 개척하기 위해 진출하고자 하는 한국기업들에게 간접광고 유형과 한류관여도 등을 통한 브랜드이미지 개선방안과 마케팅 전략방안을 제시할 수 있다는 점에서 실무적 의의를 더할 수 있다.;Korean wave is very popular in China as mass culture. China and Korea are neighboring countries. Chinese people are more and more familiar with Korean wave. Hence, the real effect of Korean wave should be investigated well. This thesis was focus on the difference of brand evaluation and purchasing intention from Chinese audience, when they watch the different PPL types (prominen tplacement/subtle placement) of Korean product in Korean Drama. Meanwhile, the real impression of Chinese consumer on Korean wave and the result of PPL were studied too. The hypothesis of thesis investigated differences of persuasion knowledge, brand memory, brand evaluation and purchasing intention between prominent placement and subtle placement. Indeed, this thesis utilized Korean wave concern as an important parameter to affect the above points. To complete these subjects, a questionnaire survey was specially designed and published on internet. Finally, 412 questionnaires were collected and performed in statistical analysis, such as chi-square test, t-test, and regression analysis using SPSS21 software. The main results of this study are as follows: Firstly, Hypothesis 1 proved that different PPL types lead to different brand memory: prominent placement is better than subtle placement. Secondly, T-test was used for verifying Hypothesis 2, 3, 4. Hypothesis 2 demonstrated that persuasion knowledge was activated easily by prominent placement compared with subtle placement. Hypothesis 3 showed that Chinese consumer give a better brand evaluation for subtle placement. In Hypothesis 4, Chinese consumer showed stronger purchasing intention for subtle placement than prominent placement. The results supported all hypothesis in this thesis. Thirdly, to investigate the impact of the Korean wave concern on different types of PPL, we proposed a research subject: regression analysis of persuasion knowledge, brand memory, brand evaluation and purchasing intention between prominent placement and subtle placement. The result demonstrated that moderating effect of Korean wave was meaningful for PPL and persuasion knowledge. However, Korean wave did not make any moderating effect on brand memory, brand evaluation and purchasing intention. It means that persuasion knowledge is inconspicuous variation for the people who are less affected by Korean wave. In contrast, persuasion knowledge greatly reduced when the people who are very affected by Korean wave find the subtle placement, and then give a better evaluation. In conclusion, this thesis studied the moderating effect of Korean wave concern with academic and business value. Nowadays, there is very few study on the PPL of foreign consumer with different or similar culture. Therefore, Chinese consumer were selected as research target. According to different PPL types, differences of persuasion knowledge, brand memory, brand evaluation and purchasing intention were investigated, and the moderating effect of Korean wave concern was tested. Simultaneously, it can provide useful business value for the Korean company when they want to develop China market using PPL as marketing strategy. Key words: product placement, prominent placement, subtle placement, persuasion knowledge, brand attitude, purchasing intention, Korean wave concern