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한국에서 수행된 중국광고 관련 연구의 경향분석 : 2011년~2020년 한국학술지인용색인(Korea Citation Index, KCI) 등재 논문을 중심으로
초록
본 연구는 2011년부터 2020년까지 한국에서 수행된 219편의 중국광고 관련 KCI 등재 논문을 대상으로 연구의 기본특성, 연구주제, 연구방법, 저자 특성, 참고문헌 특성 등을 포함한 연구경향을 분석했다. 아울러 그 가운데 석박사 학위논문을 기초로 작성된 33편의 논문의 연구경향도 살펴보았다. 연구의 기본특성 중 연도별 논문 게재 편수는 매년 점진적인 증가추세를 보인 가운데 2014년 22편에 게재된 후 2020년까지 거의 매년 20편 이상의 수준에 유지하고 있다. 논문 유형으로는, 중국연구 중심의 논문이 총 139편(63.5%), 비교연구 논문은 80편(36.5%)으로 나타났으며, 세부적으로는 중국 소비자의 광고에 대한 인식, 태도, 반응 등을 다룬 논문은 95편(41.3%)이 가장 많은 것으로 나타났다. 연구주제 중 가장 빈도가 높은 주제는 광고와 소비자 행동으로 129편(20.0%)이었고, 이어 광고 크리에이티브 113편(17.5%), 광고효과 111편(17.2%)의 순이었다. 연구방법에 대한 분석을 살펴보면, 양적 연구방법을 사용한 논문이 152편(69.4%)으로 가장 많은 것으로 나타났다. 저자 특성을 분석한 결과, 2인 저자의 논문이 127편(58.0%)으로 가장 높은 비중을 차지했으며, 저자 구성의 경우, 학계(교수와 학생 공동) 126편(57.5%)으로 가장 높게 나타난 반면, 학계와 업계 공동 8편(3.7%), 업계 1편(0.5%)에 그치는 것으로 나타났다. 참고문헌 관련 분석은 중국 참고문헌이 인용된 논문은 총 129편(58.9%)으로, 그 중 1~5편 중국 참고문헌을 이용한 논문은 81편(62.8%)으로 가장 많았다. 이어 학위논문을 바탕으로 구성된 33편 논문의 다양한 특성에 대해 분석한 결과, 2012년 3편을 필두로 매년 학위논문에 기초한 논문이 2~4편정도 게재된 것으로 나타났다. 중국연구 중심이 24편(72.7%), 비교연구가 9편(27.3%)으로 나타났으며, 연구주제는 광고와 소비자행동이 29편(26.9%)이었으며, 이어 광고효과 26편(24.1%), 비전통광고매체 16편(14.8%)의 순으로 나타났다. 학위논문으로 구성된 논문은 모두 양적 연구방법을 사용했다. 저자의 특성에 관련해서는 전체 분석대상 논문의 양상과 유사하게 나타났다. 중국 참고문헌을 활용하는 정도도 1~5편을 인용한 경우가 가장 많았다. 본 연구는 지난 10년 동안 한국에서의 중국광고 연구에 대한 체계적인 분석을 통해 중국광고 연구에 대한 학술적 관심사, 관심 영역 등을 파악했다.
Abstract
This study content-analyzed 219 KCI-registered articles that dealt with Chinese advertising from 2011 to 2020. Categories of analysis were 1) basic characteristics of research, 2) research topics, 3) research methods, 4) author characteristics, 5) reference characteristics, and 6) research from theses and dissertations that dealt with Chinese advertising. Analysis of the number of articles per year showed that, with 22 articles published in 2014, over 20 articles have been consistently published each year, and the largest number of published articles on Chinese advertising was found in 2019 (38 articles, 17.4%). Moreover, a total of 139 articles (63.5%) focused on Chinese advertising phenomena, while 80 articles (36.5%) were comparative studies. Specifically, articles dealing with Chinese consumers' perceptions, attitudes, and responses were found the most, with a total of 95 articles (41.3%). In regards to research topics, advertising and consumer behaviors ranked at the top (129 articles, 20.0%), followed by advertising creative (113 articles, 17.5%), and advertising effects (111 articles, 17.2%). In terms of research methods, the majority of studies (152 articles, 69.4%) were conducted with quantitative methods. More than half (127 articles, 58.0%) were written in paired authorship (professor and graduate student). An analysis of the total of 33 masters’ theses and Ph.D. dissertations showed similar trends to those found in the 219 KCI articles. Research focused on Chinese advertising phenomena was more prevalent (24 articles, 72.7%) than that of comparative studies (9 articles, 27.3%). Also research dealing with Chinese consumers’ perceptions, attitudes, and responses was the most published, followed by research on advertising effects. Quantitative research methods were used in all 33 articles. In terms of authorship and use of Chinese references, the results were consistent with those of the total articles. The current analysis attempted to examine Chinese advertising research conducted and published in Korea based on the Korea Citation Index from 2011 to 2020. This study is expected to help gain understanding on how research interests about Chinese advertising and consumers have been formed and studied within the Korean advertising community.
Keywords:
Chinese Advertising, Chinese Consumers, Korea Citation Index, Content Analysis키워드:
중국광고, 중국소비자, KCI 등재 논문, 내용분석References
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