금융광고에 사용된 공시정보와 공시제도에 대한 소비자 기대인식의 설득효과: 금융소비자보호와 사회계약이론의 통합적 관점에서

Abstract

On the basis of theoretical framework of social contract theory and corporate social responsibility in marketing and advertising literature, this study explores the consequences of mandated disclosure information and consumers’regulatory expectations of financial consumer protection in the context of financial services advertising. Data from a survey of 316 average financial customers show that the effects of mandated disclosure information in perceived utility and readability of disclosure information used in financial services advertising, perceived advertising responsibility, trust in financial company, attitude toward financial company, and purchase intention varied across different levels of consumers’expected regulatory concerns on financial consumer protection and market transparency, particularly in light of information interventions. Providing empirical support for the theory of social contract theory and corporate social responsibility, the findings call for information and communication interventions that enhance financial market transparency and improve the institutional roles of financial services advertising in financial welfare and wellbeing.