스포츠제품광고의 소구유형에 따른 광고효과에 관한 연구

Study on the Effects of Sport Product Advertising Based on the Types of Advertising Appeal

본 연구는 스포츠제품 광고의 소구유형에 따른 광고효과를 규명하기 위하여 대학생과 대학원생을 대상으로 성별에 따른 광고소구 유형별 광고효과의 차이를 알아보는데 그 목적이 있다. 총 300부의 설문지를 배부하여 291부의 설문지를 연구에 최종 사용하였다. 데이터 분석은 SPSS 12.0 버전을 사용하여 빈도분석, 신뢰도분석, 독립표본 t검정을 실시하였다. 본 연구 결과는 다음과 같다. 첫째, 배드민턴 라켓의 경우 이성광고와 감성광고 모두 성별에 따른 차이가 있었다. 둘째, 스포츠 관여도에 따른 광고효과는 모두 이성광고에는 유의한 차이를 보였으나 감성광고에서는 관여도에 따른 차이가 나타나지 않았다. 셋째, 상품광고 모두에서 광고태도가 브랜드태도에 유의한 영향을 미쳤다. 스포츠제품 광고에 대한 호의적 태도가 브랜드태도에 전이 될 수 있으며 구매의도를 형성하는 데 긍정적인 영향을 미칠 것으로 예측해 볼 수 있다.

This study aims to investigate which types of advertising appeals(i.e., emotional appeal, rational appeal) are more effective on selected sporting goods ads based on the level of consumer involvement with certain sports and consumer s gender. Total 300 questionnaires were distributed and 291 were returned usable. Subjects were exposed to print ads of three sporting goods(i.e., badminton racket, swimming goggle, running shoes). Each ad has two versions of emotional appeals and rational appeals. After viewing the advertisement, subjects were asked to respond to the ad they had just seen. Statistical techniques for data analysis were frequency analysis, reliability analysis, independent samples t-test, and simple regression analysis by using SPSS 12.0. The results of this study were as follows: First, the results of advertising effects by gender showed statistically significant difference in badminton racket both rational appeal ad and emotional appeal ad, but in case of swimming goggles and running shoes, there was statistically significant difference only emotional appeal ad. Second, the results of advertising effects by sport involvement showed statistically significant difference in only rational appeal ad. Third, the results also showed relations among the sub-factors of advertising effect in sport product advertising. Advertisement attitude had a positive influence on brand attitude and brand attitude also had an positive influence on purchase intentions.