ABSTRACT

Studying the influence of inducive affect by advertising on consumer's intention of purchasing goods

Mainly concerning the inducive affect by advertising and path analysis model

This study purport to research on the influence of the affect of consumer induced by watching television advertising on the communication effect. Two compilations commercial films to be on the air have been selected for the purpose. Two of them, as recently produced and standing by for on-air, were capable of controlling the variance among people due to the cumulative cognition, exposure effect, and it was the first time for the customer to partake in the test. 172 students taking lecture out of three different educational institute in Seoul participated in the test, and all of them divided into 90 and 82 each of group with whom exposed to the ads were asked to answer the questionnaire.

Above all, through the research, the affective state of consumer induced by advertisement was classified into the evaluative affect and the subjective one in which the former refers the expressive characteristics of advertisement itself and the latter to what was formed by watching ads. And several different factors influential on the intention of purchasing the goods as final index for advertisement communication including 'attitude toward brand', 'attitude toward ads' and 'cognitive level of advertisement', were analyzed using 'covariance structure model(path analysis)' of LISREL program. Since the measurement of 'actual behavior is under many restriction and also needs long-term observation, the test was limited to the 'intention of action'.

The main results of the study are as follows;

First, with a view to examining into the dimension and type of affect caused by advertisement, the affect was divided into subjective(sensed or felt) affect and cvaluative one and factor analysis was carried out by inputting question items. As a result, 'pleasure factor', 'curiosity factor', 'sense of rejection factor' were extracted in terms of subjective affect, and 'peculiarity factor', 'refinement factor', 'liveliness factor', and 'well-matched factor' in terms of evaluative affect.

Second various affects caused by advertisement turned out to tend to have difference in their path or manner of influence. That. is, affect aroused by advertisement not only the intention of purchase directly but also through 'attitude toward brand', 'attitude toward advertisement' and 'cognitive level of advertisement' indirectly. Especially, out of those affects caused by advertisement, 'refinement in evaluative affect' was found to have the most direct influence on the intention of purchase(direct effect coefficient amounted to 1.14), and although 'curiosity or peculiarity' to only -0.08), in which the affect named 'refinement' is the evaluation by compositional mode of advertisement production. That is, the consumers is thought to receive the advertisement as visual object and evaluate it in terms of formativity, aesthetic dimension, which might have resulted from the fact that those tested were all age of young 20¢¦30. That this evaluative affect of the consumers had direct influence on the intention of purchase proved through the study.

And although 'pleasure' and 'rejection' out of other subjective affects, were not much effecting the intention of purchase, they turned out to go through' attitude toward advertisement' and 'attitude toward brand'(direct effect for each was 0.34 and 1.05), indirectly influencing on the intention of purchase(indirect effect coefficient amounting to 0.82). Herein, the affect named 'pleasure' and 'rejection' is either positive or negative 'feeling' in emersion or assimilation into the advertisement itsclf, which is more than passive and simple evaluation and is very subjective one.

Accordingly, it can be concluded that it will be effective if we produce the advertisement in order to cause subjective affect in reaction of its effect, since it has proved that subjective and sentimental reaction of the customers roused by advertisement is advertisement is working an important role all through the advertisement effect course, using corroborative methodology.

Also, several affect induced by the advertisement bears interrelation on parameters of advertising in different way, about which the way the consumers receive the advertisement may differ and its effect may so according to the affect intended by advertising producer.

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