문화적 가치와 광고 및 홍보 모델 선호도에 관한 연구 = Study of Cultural Values and Advertising/ PR Model Preference

국문 초록 (Abstract)

본 연구의 목적은 문화적 가치와 모델 선호도 사이의 관계의 유의미성을 실증적으로 검토하여, 한국의 문화적 가치와 서구의 문화적 가치가 한국인 모델 또는 백인 모델 선호도와 어떠한 연관성과 영향을 지니는지를 실험적 분석을 통해 검증 하고자 한다. 구조 방정식을 통한 연구 분석 결과, 소비자 자신의 인종 모델과 동일한 모델을 선호했던 것으로 알고 있었던 이전의 연구 결과와는 달리, 소비자들이 추구하려 하는 문화적 가치에 따라 한국 모델 또는 백인 모델에 긍정적으로 반응을 하려는 경향이 있는 것으로 나타났다. 즉, 한국의 문화적 가치를 애호하는 사람은 한국인 모델을 더 긍정적인 의미로 받아들이고, 서구문화적 가치를 애호하는 사람은 백인 모델에 더 긍정적인 의미를 지닌다 라고 할 수 있다.

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