주류업계의 캐릭터 마케팅 노출이 성인 음주문제 수준에 영향을 미치는가?: 캐릭터 구매의도의 매개효과

Abstract

To examine the effects of exposure to alcohol brand character marketing on problem alcohol use in South Korea, we conducted an online survey of 3,600 Koreans aged 19-69 years in November 2021. From these participants, we selected 2,995 individuals who reported consuming alcohol within the past year. Exposure to alcohol brand character marketing, the independent variable, was measured via a likert scale by asking about exposure to general products featuring alcohol brand characters. Purchase intention, the mediating variable, was measured via a likert scale by assessing likability and willingness to purchase. Exposure to alcohol brand character marketing was measured using a likert scale on general products featuring these characters, while purchase intention was assessed through likability and willingness to buy. Problem alcohol use, the dependent variable, was measured using the AUDIT-K scale. The law must be reformed to ensure that all forms of alcohol industry advertising and marketing are regulated, including alcohol brand characters that collaborate with non-alcoholic products. Additionally, there is a need for education on alcohol marketing literacy. This study lays the groundwork for future research into regulatory revisions on exposure to alcohol brand character marketing.