한류(韓流)스타 광고모델에 대한 준사회적 상호작용과 광고효과에 관한 연구
- Author(s)
- 구향미
- Issued Date
- 2008
- Keyword
- Hanryu|Hanryu Model|Parasocial Interaction|Celebrity Model|Advertising Attitude|Purchase Intention
- 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.
- Alternative Title
- A Study on Parasocial Interaction and Advertising Effects with Hanryu(Korean Wave) Celebrity CF Model : Survey on Chinese College Student
- Alternative Author(s)
- Ju, Xiangmei
- Affiliation
- 조선대학교 대학원
- Department
- 일반대학원 신문방송학과
- Advisor
- 김봉철
- Awarded Date
- 2008-08
- Table Of Contents
- 제Ⅰ장 서론 = 10
제1절 문제제기 및 연구목적 = 10
제2절 연구문제 = 14
제3절 논문의 구성 = 15
제Ⅱ장 이론적 논의 = 16
제1절 한류(韓流)현상에 대한 논의 = 16
제2절 유명인 광고 모델에 대한 논의 = 30
제3절 준사회적 상호작용에 대한 논의 = 37
제Ⅲ장 연구방법 = 47
제1절 표본선정 및 설문의 구성 = 47
제2절 조사방법 및 통계처리 = 49
제Ⅳ장 연구결과 및 논의 = 50
제1절 응답자의 특성 = 50
제2절 주요 변수의 신뢰도 검증 결과 = 52
제3절 연구결과 = 56
제Ⅴ장 결론 및 한계 = 64
제1절 연구요약 및 결론 = 64
제2절 연구의 한계 및 제언 = 68
참고문헌 = 70
부록: 설문지 = 83
- Degree
- Master
- Publisher
- 조선대학교 대학원
- Citation
- 구향미. (2008). 한류(韓流)스타 광고모델에 대한 준사회적 상호작용과 광고효과에 관한 연구.
- Type
- Dissertation
- URI
- https://oak.chosun.ac.kr/handle/2020.oak/7384
http://chosun.dcollection.net/common/orgView/200000236702
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