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Model Test Study on the Impact of Authenticity on Consumers' Purchasing Intention through the Partial Mediating Effect of Attitude toward Advertisement
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광고태도의 부분매개효과를 통해 소비자의 구매의도에 미치는 진정성의 영향에 관한 모형 검증 연구

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Type
Academic journal
Author
Eunho Jin (부경대학교) Inyong Nam (부경대학교)
Journal
Society for journalism and communication studies Locality & Communication Vol.24 No.1 KCI Accredited Journals
Published
2020.2
Pages
213 - 242 (30page)
DOI
10.47020/JLC.2020.02.24.1.213

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Model Test Study on the Impact of Authenticity on Consumers' Purchasing Intention through the Partial Mediating Effect of Attitude toward Advertisement
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Despite of changes in social conditions like the 4th Industrial Revolution, the authenticity recognized by consumers in a company"s marketing activities still holds the importance. In this study, the impact of the authenticity on consumers" attitude toward advertisement and purchasing intention was addressed focusing on the partial mediating effect of attitude toward advertisement. The survey of this study was made for one month from December, 2016 to January, 2017. Out of the questionnaires answered to the survey, the data collected from 392 respondents in Busan was used for the analysis excluding the ones with insincere answers. Out of these subdimensions of the authenticity, it was found that consistency and advertising sincerity have a significant effect on attitude toward advertisement, and that advertising sincerity, consistency and communication have a significant effect on purchasing intention. In addition, among the subdimensions of the authenticity, advertising sincerity has a significant effect on purchasing intention through a partial mediating effect on attitude toward advertisement. Therefore, from a business perspective, those activities for the improvement in consumers" recognition of the authenticity should be conducted actively considering the impact of consumers’ recognition of authenticity on attitude toward advertisement and purchasing intention.

Contents

1. 서론
2. 이론적 배경
3. 연구방법
4. 연구결과
5. 결론 및 제언
참고문헌
Abstract

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UCI(KEPA) : I410-ECN-0101-2020-070-000446795