모델 얼굴 매력도가 제품 구매에 미치는 영향 : 자기 확신의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

The effect of Models' Facial Attractiveness is often studied, however it is still an important theme of research in advertising effect. Numerous studies indicate that an attractive model's face can bring positive effect on buying behavior, however in the real field, there are both attractive models, and vice versa (there exist non attractive models). Therefore, it is important to find out specifically which face triggers buying behavior more when analyzed along with consumers’ unique characteristics. In this study, this effect can be modulated by the consumers' characteristic of self-confidence.
Using an actual model's face who is wearing a product as a stimulus, we compared 'high' attractive models, 'low' attractive models and ‘no’ face models to find the effect of the model's face on buying behavior. Also participants' self-confidence was expected to bring a modulating effect on buying behavior, so we evaluated buying intention, WTP(Willingness To Pay), and buying confidence on each condition. The results indicate that when a model's face is attractive people tend to buy more regardless of self-confidence levels; further, people are willing to pay more when there is no face on the product model as compared to when there is a non attractive model's face.
Additionally, people who have lower self-confidence are willing to pay more, have higher buying intention and have higher buying confidence when they see an attractive model's face. However, there were no significant statistical differences on WTP and buying confidence when consumers had high self-confidence.

목차 (Table of Contents)

• I. 서론 1
• II. 이론적 배경 4
• III. 연구문제 및 가설 11
• IV. 연구방법 16
• V. 연구결과 24
• VI. 결론 및 논의 38