[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 정보원 출저에 따른 광고태도의 매개 효과

출처: 한국방송광고공사 - 광고연구
 

Abstrack

The Study on Mediating Role of Attitude toward the Advertising in Comsumer's Satisfaction

Kim, Jae - Young
(assistant professor, Dept. of Advertising and Public relation, Namseoul University)

Yu, Seung - Yeob
 (assistant professor, Dept. of Advertising and Public relation, Namseoul University)

This study is to find the best model of 4 hypotheses on mediating role of attitude toward the ad(Aad) suggested MacKenzie etc. Ad manipulated as experimental stimulation on 8 appeals of comsumer's satisfaction for high/low involvement was answered by 246 subjects. Ad message source have a 4 appeal types of consumer? satisfaction. product involvement and message processing involvement were respectively set up by high and low in this study. LISREL(8.12) for covariance structure analysis was available to test the mediating role of Aad with thinking products would make an experiment. At the result of analyzing 4 hypotheses already suggested by 4 experimental conditions to find the best fit path model, it turned out that the reciprocal mediation hypothesis was the best hypothesis in every condition except just one. In case of path effect between each variable, although there are different conditions, we can find that trough Aad, it accords with Ab and PI. However, in other experimental group, it was proved that the succession Ab → Aad is more strongly influencing than Ad → Ab. It is necessary to illuminate in the following study whether the result of this study has it's problem in measurement skill or in other external variable.

keyword : consumer? satisfaction appeal, attitude toward the ad, mediating role model