허위·과장 광고에 대한 제3자효과 연구

Abstract

False and exaggerated advertisements are anti-social means of deceiving consumers and harming fair competition between companies. Therefore, in order to protect consumers and develop the market economy through fair competition among companies, false and exaggerated advertisements need to be thoroughly regulated. This study was conducted to prevent damage to consumers by reducing false and exaggerated advertisements in China, and to contribute a little to the establishment of regulatory policies against false and exaggerated advertisements by government authorities. In order to achieve this research purpose, this study discussed the third-person effect as a theoretical framework that explains how people perceive the influence of media or messages in the study of media and message effects. According to the analysis results, Chinese consumers perceive that both they and others are likely to be deceived by false and exaggerated advertisements. However, they believe that others are more likely to be fooled by false and exaggerated advertisements than themselves. The following tested perceptual differences depending on social distance. First of all, Chinese consumers perceive that there is no big difference between the possibility of being deceived by false and exaggerated advertisements and the possibility of their family/friends being deceived. However, when comparing themselves and ordinary consumers, there was a difference. In other words, they were more likely to be deceived by false and exaggerated advertisements (M=5.04), but the average consumer perceived higher (M=5.45), showing a statistically significant difference. They also showed perceptual differences when they compared their family and friends with the average consumer. That is, family members/friends perceived that they were more likely to be deceived by false and exaggerated advertisements (M=5.17), but ordinary consumers perceived that they were higher (M=5.45), which showed a statistically significant difference. The following looked at the effect of advertising perception and self esteem on the third-person effect. According to the analysis, perceptions and self-esteem of advertising have an effect on the third-person effect, both in the impact on false and exaggerated advertising itself, on family/friends, and on general consumers. Finally, we looked at regulatory support for false and exaggerated advertisements. Analysis results·false hype has bigger influence on family/friends to the earth's crust, the effect of the earth's crust, the general consumers because it's important to be late because it's effects to the false·support restrictions on attitude is more a lot of hype appeared to be growing. However, it is shown that perception of third parties does not affect support for regulations on false and exaggerated advertisements. In addition, among the demographic variables, age was inadequate (-) and academic background was static (+), which affected support for false and exaggerated advertising regulations, while gender was not correlated with support for false and exaggerated advertising regulations. It has been shown that both perceptions of advertisements and self-esteem have positive effects on supporting regulations on false and exaggerated advertisements.