마약 예방 캠페인 효과의 기제: 지각된 메시지 자극가와 자극 추구 성향의 역할

초록

Objectives This study aimed to assess the effectiveness of the ‘No Exit’ drug prevention campaign on social media. It investigated how perceived message sensation value (PMSV) and sensation seeking tendency (SST) influence behavioral intentions. Additionally, the study examined whether message understanding and message interest mediate the relationship between PMSV and behavioral intentions, and if SST has a moderating effect on these relationships. Methods An online survey was conducted among 296 students from five universities in Seoul, Gyeonggi, and Gyeongnam. The participants were randomly shown one of the four ‘No Exit’ campaign messages in Instagram format. To test the hypotheses and research questions, Hayes’ PROCESS macro models 4 and 8 were used. In both models, gender, age, campaign condition, and campaign awareness were controlled. Results PMSV had a positive impact on both message understanding and message interest, and on intention to participate in the campaign. However, PMSV did not directly affect intention for drug prevention. The relationship between PMSV and intention to participate in the campaign was influenced by both message understanding and message interest, while the relationship between PMSV and intention for drug prevention was only influenced by message interest. Neither moderating nor moderated mediating effects of SST were statistically significant. Conclusions This study introduces the concept of message sensation value (MSV), which has received little attention in the Korean academic community. It demonstrates the usefulness of MSV in testing the effectiveness of public campaigns targeting young people. Overall, our findings suggest that campaign designers should take MSV into consideration when creating messages for public campaigns that deal with highly sensational topics.

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