지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The research was investigated the impact of cognitive and affective responses of consumers to attitude toward the ads and products. The purposes of this paper are as follows: Firstly, we review the impact of cognitive responses on the attitude through the literature. Secondly, we review the relationship between attitude toward the ads and the attitude toward the products through the literature. In addition, we analyze the relationship between the cognitive responses and the attitude toward the products. Thirdly, we analyze the relationship between the affective responses and the attitude toward the ads. Also, we analyze the relationship between the attitude toward the ads and the attitude toward the products. For these purposes the authors have developed hypotheses as follows: H1: The cognitive response is positively associated with the attitude toward the products. H2: The affective response is positively associated with the attitude toward the ads. H3: The attitude toward the ads is positively associated with the attitude toward the products. We surveyed 264 consumers who viewed a fictitious ad for foreign automobiles. The data was compiled from 264 questionnaires. 300 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. The subjects of the survey were male and female consumers who had been interested in foreign cars in Seoul and Daegu·Gyeongbuk. It was carried out between Sep. 27 and Oct. 11, 2010. They indicated cognitive and affective responses, and attitude toward the ads and products. The data was analyzed by frequency analysis using SPSS 12.0 and Structural Equation Modeling using LISREL 8.7. The result of the overall model analysis is as follows: Chi-Square=153.97, d.f.=59, p-value=0.00, RMSEA=0.078, RMR=0.049, SRMR=0.062, GFI=0.92, AGFI=0.87, NFI=0.97, NNFI=0.97, CFI=0.98.The results of the overall model analysis were coherent. The results of the study show that the cognitive response had impact on the attitude toward products. The affective response had impact on the attitude toward ads. The attitude toward ads had impact on the attitude toward products. Therefore, all hypotheses were supported. It was found that not only the affective response but also the cognitive response were a significant influential factor to consumers’ attitudes.
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UCI(KEPA) : I410-ECN-0101-2018-032-002191625