커뮤니케이션 접점의 다차원적 효과와 이에 대한 소비자 특성의 역할

초록

It is critical to understand the role of various communication contact points in pursuing integrated marketing communication strategy. Specifically, the effectiveness of contact points can vary by various dimensions of communication objectives including cognitive, affective, and behavioral dimensions. Based on this issue, the current study examined the multi-dimensional effects of 15 major contact points. Additionally, the role of consumer characteristics such as prior knowledge and involvement in the effectiveness were examined. Five major groups of contact points showed different effects in the result of the survey with two contrasting product categories-fashion apparel and skin-care cosmetic products in general. Briefly, indirect, one-to-one, and online media were more effective than mass media in the skin-care product, especially for their abilities to provide sufficient information. On the other hand, for the fashion apparel product category, the mass media was relatively effective in various dimensions. The effectiveness of contact points were also varied by consumer’s prior knowledge and involvement. Some suggestions for further studies were presented.

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