식품기업의 마케팅 커뮤니케이션 전략에서 광고와 퍼블리시티의 효과 차이 분석: 식품 유형과 소비자의 식품 안전추구행동의 조절역할을 중심으로

초록

The research was structured as a 2 (communication type : advertisement vs. publicity) x 2 (product type : hedonic product vs. utilitarian products) x 2 (safety pursuit behavior : high vs. low). Results show that consumers have more trust for messages that are delivered through publicity (rather than advertisements), and had more positive purchase intentions and product usage behavior. Also, message credibility and purchase intentions were higher for hedonic products when they were exposed through advertisements, while in utilitarian products, publicity increased message credibility, product usage behavior, and purchase intentions. Lastly, in terms of communication types and safety pursuit behaviors, advertisements were more effective on consumers with low safety pursuit behaviors, while publicity was more effective on consumers with high safety pursuit behaviors.

키워드