게임 내 광고(In-Game Advertising)의 문화계발 효과(Cultivation Effect)에 관한 연구: 주관적 웰빙에 대한 물질주의와 사회비교 의식의 매개적 역할을 중심으로

Abstract

Based on a theoretical perspective of the cultivation effects of television contents and programs, the current study investigated the impact of in-game advertising(IGA) on social comparison, materialism, and subjective wellbeing in light of consumer socialization and protection. To this end, the objectives were to (a) examine (a) whether exposure rate and processing depth of IGA generate cultivation effects, respectively and (b) whether the mediating role of social comparison and materialism in subjective wellbeing on the cultivation effects. Using structural equation modeling, we found evidence of cultivation effects in IGA. The results suggest that the cultivation effects of IGA on players’ materialism are mediated by social comparison. In addition, materialism was found to be a mediator between social comparison and players’ subjective wellbeing on the cultivation effects of IGA. Finally, the relative impact of cultivation effects varied between exposure rate and processing depth of IGA. The authors discussed for marketing efficacy and public policy initiatives of employing IGA as an branded entertainment mix to meet the new challenges to marketing substantiality and consumer wellbeing. Implications and suggestions for future research are also discussed.