초록 열기/닫기 버튼
본 연구는 인터랙티브 광고에 소비자들이 참여하는 요인이 무엇인지 밝히고자 하며, 이를 위해 인터랙티브 광고를 참여유형별로 분류하여 유형별 광고효과를 살펴보고자 한다. 참여유형은 기존의 PI(Perceived Interactivity) 척도를 응용 보완하여, 지각된 상호작용성의 높고 낮음을 평가하였고, 그 결과로 선정된 광고물을 2차적으로 일반 소비자를 대상으로 설문을 진행하여 참여유형에 따른 광고효과(광고태도, 참여의도, 구전의도)를 측정하였다. 연구결과, 지각된 통제성, 지각된 반응성, 지각된 개인화, 지각된 실재감이 높을수록 광고태도, 참여의도, 구전의도가 높게 나타났다. 비록 지각된 통제성이 광고태도에 미치는 영향은 기각되었지만, 이를 제외한 나머지 가설들이 모두 채택되었다. 또한 인터랙티브 광고의 효과과정에 관한 경로분석을 통해서 지각된 상호작용성이 광고태도에 영향을 미치고, 광고태도는 구전의도에 직접적으로 영향을 미칠 뿐만 아니라 참여의도를 통해서 간접적으로 구전의도에 영향을 미친다는 것을 밝혀냈다. 본 연구의 결과는 인터랙티브 광고에서 소비자가 느끼는 통제성, 반응성, 개인화, 실재감이 광고효과를 일으키는 데 중요한 요인임을 보여주며, 향후 인터랙티브 광고 집행과 효과측정에 유용한 기준이 될 것으로 기대된다.
This study aimed to find what makes consumers participate in interactive ads. To do this, this study classifies participation types of interactive ads and examine their advertising effectiveness. The participation types were compiled into four types by modifying the existing PI(Perceived Interactivity) Scale and the four types include perceived control, perceived responsiveness, perceived personalization, and perceived telepresence. Based on the four classification types, domestic and foreign interactive ads were collected and categorized. To validate the four participation types,we conducted the first in-depth interview with interactive advertising specialists. The specialists evaluated the level of perceived interactivity according to each participation type and the selected ads were examined for their advertising effectiveness based on consumer responses(attitude toward the ad, intention to participate, and wordof-mouth intention. The results of this study showed that the higher level of perceived control, perceived responsiveness, perceived personalization, and perceived telepresence of an advertisement drew more favorable attitude toward, the higher intention to participate in, and higher word-of-mouth intention for the advertisement. Although the possible effect of perceived control on attitude toward the ad was not supported, all other hypotheses were supported. Based on the path analysis of interactive advertising process, we also found that perceived interactivity positively influences attitude toward the ad, and attitude toward the ad not only exerts a direct influence on word-of-mouth intention but also indirectly influences word-of-mouth intention via intention to participate. In sum, this study found that control, responsiveness,personalization, and telepresence of interactive ads perceived by customers were key factors for advertising effectiveness, and it is expected that the findings of this study would be instrumental guides both in creating and measuring advertising effectiveness of interactive ads.
키워드열기/닫기 버튼
Interactive ads, Participation types, Attitude toward the ad, Participation Intention, Word-of-mouth intention, Perceived Interactivity
