조절초점 광고가 예방적 건강행동 의도에 미치는 영향

Abstract

This study examined how the regulatory focus message and Hofstead cultural value are applied as theoretical backgrounds to affect preventive health behavior. Specifically, the regulatory focus message was divided into promotion and defense, and cultural value was divided into power distance, uncertainty avoidance, individualism/collectiveism, masculinity/ femininity, and long-term/short-term, and the interaction effect on preventive health behavior intention was examined. As a research method, one-way ANOVA and two-way ANOVA were applied with preventive health behavior intention as a dependent variable to verify the one- way effect and interaction effect of the regulatory focus message and Hofstead cultural value. As a result of the study, it was found that preventive health behavior intention was more positive in the group of defense messages, low power distance, high uncertainty avoidance, collectivism, masculinity, and long-term. Looking at the interaction effect, there was no binary effect between the message type and individualism/collectivism, and the binary effect between the remaining four cultural values and message types was confirmed. These results can raise the link between message types and cultural values and provide practical promotional strategies for the health industry.