한류(韓流)스타 광고모델에 대한 준사회적 상호작용과 광고효과에 관한 연구

Abstract

Hanryu has been a cultural phenomenon among East Asian countries since 1990s. It is a phenomenon because China with Sinocentrism has had followings for Korean mass culture for more than a decade. Hanryu has not only influences on mass culture such as movies, TV dramas, and musics, but also on a variety of areas such as fashion, travel, foods, cosmetic surgery, and studying abroad. Especially, significant roles of Hanryu models who were appearing in Korean TV programs have been apparently evident in strong Hanryu wind. Chinese teenager consumers perceive Hanryu models as very important friends beyond their attachment to Hanryu stars' fashion and hair styles. This imaginary human relationships have been empirically tested through parasocial interaction studies. The studies found parasocial interactions among TV newscaster, TV personality, Radio DJ, and Singers as well as celebrity appearing in TV commercials, in which it has positive relationships with consumer's attitude toward advertising. The purpose of this study is to empirically test the relationships between parasocial interaction and advertising effect among Chinese college students. 453 student data were collected from a Chinese University in Yonbyun. However, only 361 questionnaires were analyzed for the study, excluding 91 questionnaires. Research question 1 is test of gender preferences in parasocial interaction with Hanryu models. The findings show that Chinese students have more parasocial interaction with male Hanryu models than female Hanryu models. Research question 2 attempts to find out respondents' demographic differences in parasocial interaction with Hanryu models. The analysis found that the Han race had more parasocial interaction with Hanryu models than the Korean race. It also showed that female respondents had more parasocial interaction with male Hanryu models, while male respondents had more parasocial interaction with female Hanryu models. Research question 3 is test of association between parasocial interaction and advertising attitude. The results provide significantly positive relationship between parasocial interaction and advertising attitude. The findings, a test of Research question 4, also give significantly positive relationship between parasocial interaction and purchase intention.