라디오 프로그램 진행자의 의사인간관계가 협찬 광고 제품 태도에 미치는 영향 : 프로그램 주목과 협찬 광고 태도의 매개효과를 중심으로
Exploring how parasocial interaction with radio program moderator effect to the attitude for the products of program sponsorship : moderating effect of program attention and attitude of radio commercials
- Resource Type
- Article
Text
- Authors
- 최명일; 김경환; 김대욱; 주지혁; Choi, Myung-Il; Kim, Kyung Hwan; Kim, Daewook; Joo, Ji-hyuk
- Source
- 광고학연구, 08/31/2009, Vol. 20, Issue 4, p. 157-169
- Subject
- 라디오 프로그램 진행자
의사인간관계
프로그램 주목
협찬 광고
radio program moderator
parasocial interaction
program attention
program sponsor advertising
- Language
- 한국어(KOR)
- ISSN
- 1225-0554
This study attempt to explore how parasocial interaction has an impact on the attitude of sponsoring products and service, considering moderating effects of program attention and attitude for program sponsor. In the result, parasocial interaction with radio program moderator has no effect on the attitude for program sponsor; however, it has indirect effects by program attention and program sponsor. This result could show practically and theoretically that the parasocial interaction with radio program moderator is a communication factor as well as a main factor in generating advertising effect.