한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제10권7호
  • /
  • Pages.133-139
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  • 2019
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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페이스북 포스트의 여행지 사진유형과 사용자의 공적자기의식(public self-consciousness)에 따른 광고효과

Advertising effects depending on picture types of the sights and Facebook user's public self-consciousness

  • 박은아 (대구대학교 심리학과) ;
  • 우연후 (대구대학교 일반대학원 심리학과)
  • Park, Euna (Department of Psychology, Daegu University) ;
  • Woo, Yeon-Hoo (Department of Psychology, Graduated school, Daegu University)
  • 투고 : 2019.05.08
  • 심사 : 2019.07.20
  • 발행 : 2019.07.28
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초록

본 연구는 Facebook에 게시된 여행지 사진 중 어떤 유형의 사진이 더 여행지에 호감을 느끼도록 만들고 떠나고 싶은 의향을 불러일으키는지 알아보고자 하였다. 이 때 사용자의 개인차 특성인 공적 자기의식이 영향을 미칠 것으로 예상되어 여행지 사진유형(여행자 존재 여부)과 공적 자기의식 정도(고/저)에 따라 여행지 태도와 여행지 방문의도 및 추천의도에서 어떤 차이가 나타나는지 알아보았다. 연구결과, 여행자의 모습이 여행지 풍경 속에 존재하는 경우, 여행지에 대한 호감이 인물이 없는 경우보다 높게 나타났다. 또 여행자 모습이 존재하는 경우에 공적 자기의식이 높은 집단이 낮은 집단에 비해 더 높은 여행지에 대한 호감도, 방문의도 및 추천의도를 갖는 것으로 나타났다. 하지만, 공적 자기의식이 낮은 집단에서는 이와 같은 차이가 나타나지 않았다. 본 연구는 페이스북에 게시되는 여행지 사진에서 인물 존재 여부와 사용자의 공적 자기의식 수준이 여행지 광고효과에 미치는 영향을 실험적으로 검증했다는 데 학술적 의의가 있으며, 여행지 홍보에 있어서 사진제시 방식과 사용자의 심리적 특성을 함께 고려해야 함을 시사한다는 점에서 실무적 가치를 지닌다.

This study investigated what type of destination image on Facebook increases positive attitude towards the destination and desire to travel. More specifically, we hypothesized that Facebook user's public self-consciousness will moderate the advertising effect, so we tested the difference in attitude towards the destination and willingness to visit and recommend based on the type of destination image (presence/absence of a tourist in the image) and user's public self-consciousness (high/low). As a result, when a tourist was present in the photo, positive attitude toward destination was higher than when absent. In addition, the high public self-consciousness group showed greater attitude toward destination and higher willingness to visit and recommend than low public self-consciousness group when a tourist was present in the image. However, the low public self-consciousness group showed no difference depending on the presence of a tourist. This research not only is academically significant as it experimentally tested advertising effect depending on type of destination image and Facebook user's public self-consciousness, but also holds practical significance as it suggests advertisement method to consider consumer's predisposition.

키워드

OHHGBW_2019_v10n7_133_f0001.png 이미지

Fig. 1. Posts including figure of the tourist

OHHGBW_2019_v10n7_133_f0002.png 이미지

Fig. 2. Posts not including figure of the tourist

Table 1. Means(SD) of attitudes to the sights

OHHGBW_2019_v10n7_133_t0001.png 이미지

Table 2. Means(SD) of intention to visit

OHHGBW_2019_v10n7_133_t0002.png 이미지

Table 3. Means(SD) of intention to recommend

OHHGBW_2019_v10n7_133_t0003.png 이미지

Table 4. Two-way ANOVA analysis results

OHHGBW_2019_v10n7_133_t0004.png 이미지

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