한국에서 수행된 중국광고 관련 연구의 경향분석 : 2011년~2020년 한국학술지인용색인(Korea Citation Index, KCI) 등재 논문을 중심으로

초록

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.

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