ISSN : 1225-0554(Print)
광고학연구: 제 25권 1호
The Korean Journal Advertising, Vol.25, No.1. (2014)
pp.127~151
광고홍보 콘텐츠의 효과측정을 위한 농어업 농어촌의 다원적 가치 척도개발
이 연구에서는 3차에 걸친 자료수집을 바탕으로 농어업 농어촌의 다원적 가치의 평가척도를 개발했다. 연구 결과, 농어업 농어촌의 다원적 가치 척도는 5가지 요인의 20개 항목으로 구성되는 것으로 나타났고, 이는 전체 변량의 64.08%를 설명했다(신뢰도 Cronbach's =.884). 적재된 항목의 특성을 고려해 각 요인은 기능 다원성, 식량 안정성, 정서 안녕감, 전통 보전성, 정착 기대감으로 명명했다. 향후 농어업 농어촌에 관한 광고홍보 콘텐츠의 효과를 측정할 때, 이 연구에서 제시하는 다원적 가치 척도가 과학적인 평가 도구로 활용되기를 기대한다.
농어업 농어촌,다원적 가치,척도개발
Scale Development on Multifactorial Value of Agriculture-Fisheries and Its Village to Measure Effect of Advertising and Public Relations Contents
Assessing scale of multifactorial value of agriculture-fisheries and agricultural-fisheries village has been developed based on three rounds of data collection in this study. As a result, multifactorial value scale of agriculture-fisheries and its village consists of 20 items of 5 factors, and it explains 64.08% of total variance. To consider the characteristics of loading items, each factor was named as below; functional multifactoriality, food stability, emotional well-being, traditional maintainability, and settlement expectation. Multifactorial value scale which was developed from this research, is expected to be used as scientific assessing scale when measuring advertising and public relations (PR) contents effect of agriculture-fisheries and its village hereafter.
Agriculture-fisheries and its village,Multifactorial value,Scale development
