TV 드라마에서 노출된 화훼상품에 대한 시청자의 인식 및 태도 : 한국에서 방송된 드라마를 중심으로
- 주제(키워드) 화훼상품 , 드라마 PPL , 상품배치 , 소비자인식
- 발행기관 고려대학교 생명환경과학대학원
- 지도교수 김종윤
- 발행년도 2018
- 학위수여년월 2018. 8
- 유형 Text
- 학위구분 석사
- 학과 생명환경과학대학원 원예생명공학과
- 원문페이지 98 p
- 실제URI http://www.dcollection.net/handler/korea/000000081770
- UCI I804:11009-000000081770
- DOI 10.23186/korea.000000081770.11009.0000815
- 본문언어 한국어
- 제출원본 000045953839
초록/요약
The purpose of this study is to obtain basic data of flower marketing application in broadcasting by analyzing viewer's awareness of flower products exposed to TV drama and the influence of arrangement of flower products in drama on them The subjects of this study included randomly selected adult men and women over 20 years of age. 350 valid questionnaire responses were used for the analysis data. To analyze the difference between groups in terms of TV drama watching behaviors, awareness of flower products in TV drama, arrangement exposure effect, attitude toward flower products, nominal scale and Likert 5 point scale were utilized respectively. In addition, frequency analysis was conducted on the presence or absence of viewing experiences of TV drama 'My Golden Life' and 'Goblin' and the perception of scenes where flower products appeared. The awareness of flower products exposed to TV dramas was moderate (M=3.29). In case of women, the awareness of flower event products was high (M=3.60). In terms of the scenes with flower products (M=3.85), ‘wedding’ scene (M=3.85) was most frequently recognized, and the awareness of the 'wedding' scene was the highest among in the respondents in their 20s (M=4.11), 30s (M=3.98), and 40s (M=3.83). However, 167 (47.7%) respondents remembered the plants used for the flower products in TV dramas, which was slightly lower than 183 respondents (52.3%) who did not remember. According to the analysis of information search for the plants used for flower products, 160 respondents (45.7%) did not search for information, 130 respondents (37.1%) had experience of searching for information, 60 respondents (17.1%) were not interested, which was interpreted as a lack of interest in flower products. In addition, exposure effect of arrangement of flower products in TV drama was less than usual (M=2.78). It was revealed that, in TV drama 'My Golden Life', the scene of 'Wedding of Ji Tae and Sua' (68.3%) was most recognized as flower products scene, while Kim Shin’s buckwheat flower bouquet scene was most recognized in 'Goblin’. Regarding in the flower products recognition path when watching TV dramas, the respondents who searched for the plant information had the highest recognition (M=3.66) in relation to the contents of flower products gift, and the viewers of the drama 'Goblin' (M=3.57) had the highest recognition due to the important use of flower products or the use by characters. When watching the flower gift scene in the drama, women wanted to receive the flower gift (M=3.71), while men (M=3.14) wanted to give the flower gift. Furthermore, the respondents who searched for plant information expressed their willingness to receive (M=3.63) and give (M=3.50) the flower, however, those who were not interested in plants (M=3.08) were still not interested. The feeling for the actors who used the flower product in TV dramas was associated with more delicateness (M=3.54). In conclusion, the recognition of flower products exposed to the TV drama of the majority of viewers was moderate and the exposure effect was insufficient, but the emotional effect (attitude) on the use of flower products was found to be positive. In addition, in reality, the flower industry is composed of a consumption structure for gifts, and the idea that flowers are gifts is prevalent among the people. If you use flower products in TV dramas for various purposes, it will be an opportunity to inform about flower products and positively affect the creation of flower life culture in everyday life. In conclusion, it was confirmed that the awareness of flower products exposed to TV dramas by the majority of viewers was moderate and the exposure effect was insufficient, whereas the emotional effect (attitude) on the use of flower products was positive. In reality, the flower industry is composed of a consumption structure for gifts, and the skewed idea that flowers are gifts is prevalent among the people. When TV dramas use flower products for various purposes, it will be an opportunity to inform about flower products and positively affect the creation of flower culture in everyday life.
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