디지털콘텐츠학회 논문지 (Journal of Digital Contents Society)

  • 제18권3호
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  • Pages.475-483
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  • 2017
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  • 1598-2009(pISSN)
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  • 2287-738X(eISSN)
한국디지털콘텐츠학회 (Digital Contents Society)
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미디어 콘텐츠에 대한 가치 지향적 프로모션의 효과 분석 : 자기해석수준의 차이 를 중심으로

Investigating the Effect of Value-Oriented Promotion for Media Contents: The Moderating Role of Self Construal

  • 조형오 (동국대학교 광고홍보학과) ;
  • 남철우 (동국대학교 광고홍보학과)
  • Cho, Hyong-Oh (Department of Advertising & PR, Dongguk University) ;
  • Nam, Chul-Woo (Department of Audience Culture Business, Korean Broadcating System)
  • 투고 : 2017.06.10
  • 심사 : 2017.06.25
  • 발행 : 2017.06.30
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초록

본 연구에서는 자기해석수준의 차이에 따라서 가치 지향적 미디어 콘텐츠 프로모션의 효과가 어떻게 달라지는지 규명하기 위하여 Schwartz의 가치체계 이론(1992)과 Gutman의 수단목적사슬이론(1982)을 접목하여 가설을 수립하였다. 독립적 자기해석집단의 경우에는 개방성의 가치를 강조하는 미디어 콘텐츠 프로모션이 더 효과적인 반면, 상호의존적 자기해석집단에서는 보존성의 가치를 강조하는 미디어 콘텐츠 프로모션이 더 효과적일 것으로 가정하였는데, 실험결과 이 가설은 지지되었다. 또한 Schwartz가 제시한 개방성 차원, 보존성 차원, 자기향상성 차원, 자기초월성 차원의 가치들은 상호 대립적 보완적 역학관계에 있음이 증명되었다.

This study attempted to investigate how the effectiveness of value-oriented promotion for media contents depends on self-construal and incorporated Schwartz' value system theory(1992) and Gutman's means-end chain theory(1982) into the development of hypotheses. It was expected that media content promotion emphasizing "openness to change" value would be more appealing to those with independent self-construal, whereas media content promotion emphasizing "conservation" value would be more appealing to those with interdependent self-construal. These hypotheses were generally supported in a series of experiments. Also, the dynamic relationship among the four primary value dimensions proposed by Schwartz (i.e., openness to change, conservation, self-enhancement, self-transcendence) was clearly validated in this study.

키워드

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