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- 저자 : 정용주(Choung, YoungJoo) (검색결과 1 건)
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금융상품 광고의 속성프레이밍이 대학생의 주식형펀드 및 저축상품 가입의사에 미치는 영향
정용주(Choung, YoungJoo),주소현(Joo, So-Hyun) 한국소비문화학회 2013 소비문화연구 Vol.16 No.3
금융 산업의 발달로 다양한 금융상품이 쏟아져 나오고 있고 금융상품 광고 또한 다양해지고 있다. 일반적으로 광고에는 다양한 메시지 프레이밍이 활용되며 사용되는 프레이밍에 따라 소비자에게 상이한 설득효과를 미치는 것으로 알려져 왔다. 본 연구는 금융상품에 대한 광고 메시지의 속성 프레이밍 효과를 대학생 금융소비자를 대상으로 살펴보고자 하였다. 구체적으로 수익성 속성과 안정성 속성을 강조한 프레이밍을 활용하여 만든 광고를 296명의 여자 대학생들에게 노출 시키고 주식형펀드 가입의사와 저축 가입의사를 살펴보았다. 분석결과 수익성 프레이밍에 노출된 응답자의 펀드 가입의사가 안정성 프레이밍에 노출된 응답자보다 긍정적이었다. 반면 안정성 프레이밍에 노출된 응답자의 저축 가입의사는 수익성 프레이밍에 노출된 응답자의 가입의사보다 높았으나 통계적으로 의미 있는 차이를 보이지 않았다. 주식형펀드 가입의사는 현재소득에 대한 투자성향에 의해 조절되었다. 다변량 분석 결과 다른 변수를 통제한 상태에서 수익성 프레이밍은 안정성 프레이밍과 비교하여 주식형펀드 가입의사에 긍정적인 영향을 미쳤고, 투자관여도가 높을수록, 여유자금이 있는 경우, 예금이나 적금보다는 펀드나 주식에 투자하려는 경우 주식형펀드 가입의사가 긍정적이었다. 다른 변수를 통제한 상태에서 프레이밍은 저축의 가입의사에 영향을 미치지 않았으며 위험수용성향이 낮을수록, 개인재무 관련 과목을 수강한 경험이 있는 경우에 저축 가입의사가 긍정적으로 나타났다. 이러한 연구결과는 대학생 금융소비자를 대상으로 하는 금융상품 광고제작에 사용될 수 있는 프레이밍에 대한 정보를 제공한다. With regards to the vast development of the financial industry, a large number of financial products are put forth along with various types of advertisements for promotion. Currently, financial advertisements are created through different framing to specifically match the needs of the various financial consumers. Although numerous advertisement utilize message framing as their ideal strategy, it should be noted that the effect of such technique differs widely depending on the wording and the description of the specific product. Given advertisement's main objective, to convince consumers, message framing is employed as the most effective method in alluring consumers. It is for this reason, an in-depth analysis of what is the most constructive message framing has been proposed. In this particular research, to compare and measure the positive effects of the diverse types of advertisement messaging framing, college students' willingness to purchase equity funds and savings products was compared. In order to proceed with the research, a random sampling of 296 female college students were selected as the main subjects. The students were divided into two separate groups where one group was exposed to profit based message framing emphasizing equity fund's return rate attribute whereas the other group was exposed to a stability based message framing emphasizing the safety attribute of safe installment savings. Having done so, the attitude and willingness of both groups were measured. The main results of the research are as follows. First of all, in order to validate whether ad message's attribute framing affects the willingness to purchase equity funds and savings produces, an independent samples T-tests were performed. As a result, profit based framing had a higher persuasion effect when compared to the stability based framing for the willingness to purchase equity funds. Consequently, the willingness to purchase equity funds of those who were exposed to the profit based framing was more optimistic compared to those exposed to stability based framing. However no framing effects were identified for the willingness to purchase savings products. Secondly, in order to prove whether the impacts of ad message's attribute framing on the willingness to purchase equity funds and savings products are mediated by the moderating variables of subject's demographic characteristics, investment involvement and financial risk tolerance, 2-way ANOVA analyses were carried out. As a result, it turned out that the subjects' willingness to purchase equity funds was purely based on message framing elements regardless of the moderating variables except for the investment propensity based on the subjects' current income. No mediation was identified for the willingness to purchase savings products. Thirdly, in order to test what types of impact advertisement message's attribute framing casts on the willingness to purchase equity funds and savings products while other variables are controlled, regression analyses were performed. Having done so, it could be seen that the subjects' willingness to purchase equity funds of those exposed to profit based framing were more optimistic in comparison to those exposed to stability framing of the same condition. However willingness to purchase savings products were not influenced by attribute framing. Overall, it can be seen that when producing a financial advertisement specifically targeting young financial consumers at college, benefits of profit based framing largely outweighs the benefits of stability based framing for equity funds products.
KCI
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