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How Repeated and Cross-media Exposure of Antismoking Campaign Affect Smokers's Social Perception and Quitting Intention
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금연 캠페인의 중복 노출과 교차 노출이 흡연에 대한 지각된 효과성, 사회적 인식, 금연 의도에 미치는 영향

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Type
Academic journal
Author
Choy, Syngpom (연세대학교) Lee, Cheolhan (동국대학교)
Journal
Korean Association for Advertising and Public Relations Advertising Research No.118 KCI Accredited Journals
Published
2018.9
Pages
171 - 196 (26page)
DOI
10.16914/ar.2018.118.171

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How Repeated and Cross-media Exposure of Antismoking Campaign Affect Smokers's Social Perception and Quitting Intention
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Abstract· Keywords

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This study examines the effects of repeated media exposure (within media) and cross-media exposure (between) of antismoking campaigns on smokers’ perceived campaign effectiveness, social perceptions of smoking and their intention to quit smoking. In addition, through the change stage model, we wanted to confirm that the response according to the exposure of the campaign for smoking cessation differs from the smokers at each stage. Based on the online questionnaire data surveyed by 1157 smokers nationwide, we verified hypotheses and research problems through hierarchical multiple regression analysis, mediation analysis and ANOVA. Research shows that repeated exposure and cross media exposure are major variables that predict social perception of smoking and intention to quit smoking. In addition, regression analysis at each stage showed different campaign exposure effects at each stage. Based on these results, this study shows that it is important to increase the frequency of media activities of the anti-smoking promotion campaign (repeated media effect), and it is effective for smokers to carry out anti-smoking campaigns through various campaigns (cross-media effect). In addition, it emphasized that the effectiveness of the campaign can be improved through the degree of exposure and media-mix for smokers who are subdivided by the stage of change.
#금연 캠페인 효과 #중복 노출 #교차 노출 #서베이 #변화 단계 모형 #Antismoking Campaign #Repeated Exposure #Cross-media Exposure #Stage of Change Model #Public Campaign Evaluation

Contents

1. 서론
2. 이론적 배경
3. 연구 방법
4. 연구 결과
5. 결론 및 논의
6. 연구의 한계 및 제안점
참고문헌

References (34)

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[학술지(정기간행물)] - 구윤희 / 2018 / 금연 캠페인 주체에 따른 설득 효과 연구 설득 지식 모형(PKM)을 중심으로 / 한국광고홍보학보 20 (1) : 126 ~ 151 dbpia [보고서] - 기획재정부 / 2016 / 비가격 금연 정책 추진 방안 google schola [학술지(정기간행물)] - 김병철 / 2011 / 담배회사의 사회공헌활동 효과 연구: 제품사용 여부, 공헌 유형, 부합성을 중심으로 / 한국광고홍보학보 13 (4) : 5 ~ 37 dbpia [학술지(정기간행물)] - 김영욱 / 2018 / 공포 소구 및 흡연에 대한 감정이 금연 행동 의도에 미치는 영향 효능감과 낙인 인식의 조절 및 매개 효과 중심 / 한국광고홍보학보 20 (1) : 250 ~ 290 dbpia [학술지(정기간행물)] - 김재영 / 2002 / 금연메시지의 강도와 지향성이 커뮤니케이션 효과에 미치는 영향 / 광고학연구 13 (5) : 29 ~ 44 google schola

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