금연효과를 위한 담배패키지 경고그림 및 경고 문구에 따른 소비자 반응연구

국문 초록 (Abstract)

본 연구의 목적은 오는 12월부터 시행하는 정부의 경고그림 정책과 관련하여 효과적인 담배패키지의 경고그림 및 경고문구의 효과를 살펴보는 것이다.
이를 위하여 금연 메시지로서 활용되어 온 신체위협 소구와 사회 관계위협 소구의 그림 유형과 사실적 표현과 은유적 표현의 경고문구를 조작하여 금연의도를 측정하였다. 이때 흡연여부의 조절적 역할을 함께 살펴보았다.
연구결과, 경고그림의 주효과와 경고문구, 경고그림 그리고 흡연 여부의 3원 상호작용 효과가 나타났으나 경고문구의 주효과와 경고그림 및 경고문구의 상호작용 효과는 나타나지 않았다. 이러한 결과는 추후 정부의 효과적인 금연 정책에 통찰력을 제시할 수 있을 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to find out the effects of cigarette warning pictures and labels regarding the forthcoming policy in which graphic warnings should be put on upper part of cigarette packets from December.
For this objective, this study examined consumers’ smoking intentions by manipulating the types of warning picture (threatening to body vs. threatening to social relationship) and the types of warning label (realistic expression vs. metaphorical expression). In this process, a smoking status of each participant was also identified as a moderating effect.
The results showed that there were significant differences in smoking intentions between the two types of warning picture. In addition, there was a 3-way interaction effect among warning labels, warning pictures, and smoking status. However, the main effects of warning labels and the interaction effects between warning pictures and warning labels were not statistically insignificant. These results are expected to be able to provide insights for effective antismoking policy of the Korean government in the future.

목차 (Table of Contents)

• Abstract
• 국문초록
• I. 서론
• II. 이론적 고찰
• III. 연구 가설
• Ⅳ. 연구 방법
• V. 연구결과
• VI. 결론 및 논의
• Reference

참고문헌 (Reference)

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