| Abstract |
| It has been investigated empirically which message framing type was more effective for reducing perceived risk level and raising buying intention by product type in this study. The results of this study are as follows: First, it has been found that the consumer`s perceived risk was relatively low in negative framing message type in case of utilitarian product type and the consumer`s perceived risk was relatively low in positive framing message type in case of hedonic product type. Second, consumer`s purchase intention has been relatively high in negative framing message type in case of utilitarian product type and consumer`s purchase intention has been relatively high in positive framing message type in case of hedonic product type. Third, interaction effects of product type and message framing type on consumer`s perceived risk and purchase intention has been significant and the negative correlation has been significant between consumer` perceived risk and purchase intention. It means that message framing type which can make consumer`s perceived risk low should be presented to increase purchase intention and message framing should be presented differently by product type. The findings of this study will be the basic data should be considered in the study on the effect of message framing by product type and will contribute practically to create more effective advertisements. |
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| Key Words |
| 메시지프레이밍, 제품유형, 지각된 위험, message framing, product type, perceived risk |
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