마케팅수단으로서의 캐릭터가 갖는 속성 요인과 소비자 선호도와의 영향관계 연구

초록

This study classifies the factors related to the major attributes of character and the level of consumers' involvement in the character and considers the major attributes of character in an exploratory way, as the character affects the consumer preference depending on the level of consumers' involvement in it which is getting increasing important recently as a way of powerful communication for companies and services to reinforce the familiarity, overall personality, identity, and memory. The analysis on the effect of major attributes of character on the consumer preference indicates that two factors like the visual uniqueness factor and emotional sympathy factor which belonged to the major attributes of character affected the consumer preference, and the emotional sympathy factor had a greater effect on the preference of customer for character. The effect of interaction from the perspective of involvement was analyzed to validate whether the major attribute of character had different effect on the consumer preference depending on the level of involvement in the character. It turned out that emotional sympathy factor, emotional involvement and interaction of perceptional involvement had significant effect on the consumer preference, which implies the effect on the consumer preference increases in proportion to the degree of emotional involvement.

키워드