소비자의 사회적 성향과 광고 크리에이티브에 대한 윤리적 인식이광고 회피 의지와 광고주의 사회적 책임 필요성 인식에 미치는 영향

The purpose of this study is to examine the effect of consumers’ social predisposition and ethical cognition about advertising creativity on the intention to avoid advertising and the need to recognize advertisers’ social responsibility (ASR). A quantitative research method containing setting research questions and developing scales to measure variables through reviewing former research, verifying adequacy of the research model through a confirmatory factor analysis(CFA), confirming structural, convergent, discriminant validity and reliability on major variables was conducted with a survey on university students having online game experience. With this methodology, consumers’ social predisposition was divided into individualistic and collectivistic predisposition. Ethical cognition about advertising creativity was divided into autonomous ethic-oriented and controllable ethic-oriented viewpoints. The intention to avoid advertising was limited to the intention to avoid sex-appeal advertising in online games. The group of advertisers was limited to online game advertisers who use sex-appeal advertising strategically. As a result, individualistic predisposition was closely related with the autonomous creative ethic-oriented viewpoint, and collectivistic predisposition was strongly related with the controllable creative ethic-oriented viewpoint. Also, consumers with a collectivistic predisposition and consumers with the controllable creative ethic-oriented viewpoint showed a more significant relationship with the intention to avoid advertising and the need to recognize advertisers’ social responsibility. It also indicates that the intention to avoid sex-appeal advertising has a significant impact on the need to recognize advertisers’ social responsibility who use the appeal strategically. This research has the following significance. First, this research applies individualistic and collectivistic social predisposition into the practical advertising field with an interdisciplinary perspective. Second, by grasping both advertising creative and ethic quantitatively and managerially by applying theories into actual fields convergently, this research tries to expand practicality among advertising, creative, and ethics. Third, this research tries to specialize corporate social responsibility into advertisers’ social responsibility. Fourth, this research reviews advertising’s function and roles in online game industries, which have rose as prospective contents industries, with the concept of advertisers’ social responsibility. Fifth, this research arouses the need to maintain a balanced viewpoint between an achieving objectives-based micro-practical approach and a social relationship-based macro-environmental approach to understand advertising creative.