기업의 과도한 마케팅이 소비자스트레스 및 권리침해인식과 구매의도에 미치는 영향

The Effect of Excessive Marketing on Consumers’ Stress, Right Infringement Awareness and Purchase Intention

This study seeks to shed light on consumers’ general perceptions of marketing and how these perceptions vary by the type of excessive marketing media. Also, it examines how excessive marketing affects consumers’ stress levels, rights infringement awareness, and purchase intentions. The results are as follows. First, consumers showed a more positive attitude toward traditional media compared to new marketing media. Second, they preferred marketing media that did not infringe on their personal lives (e.g., time or privacy). Third, regarding the attitude manifested by excessive marketing media, consumers held the most negative attitudes toward human media, mobile media, and broadcasting media, in that order. Fourth, regarding their degree of discomfort with excessive marketing media, they felt the most uncomfortable with excessive marketing by mobile media. In response to the question of how they felt about excessive marketing, “Reject” was the most common answer. Fifth, the stress levels caused by excessive marketing media were reported as highly stressful for human media, mobile media, and broadcasting media. Sixth, concerning the effect of the excessive marketing experience on consumers’ purchase intentions, human media had the most negative impact. Finally, the analysis of consumers’ attitude-behavioral models showed that the consumers’ stress and rights infringement awareness caused by all three types of media(human, mobile, and broadcasting) had a negative impact on purchase intentions.