전통공연예술 관람 설득 전략: 메시지 소구유형과 사회적 거리 및 자민족중심주의의 상호작용효과를 중심으로

초록

The purpose of this study is to examine the persuasion effects of advertising message appeals for Korean traditional performing arts participation. Accordingly, appeal messages were classified into two types messages: informational appeal message, emotional appeal message. We also investigated the interactive effects of social distance and level of ethnocentrism, when evaluated alone and combined together. The results showed that two types of appeal messages were significant difference effects. This results indicated that the persuasion effects need to information about the Korean traditional performing arts. This suggested that further research should be focused on the differential effects of social distance and ethnocentrism, which had not been intensively studied in previous studies. It is expected that the results of this research will be used to suggest message compositions which will be effective in establishing a set of marketing strategies in the area of Korean traditional performing arts.

키워드