모바일 광고의 상호작용성 정도, 이용자의 인지욕구, 그리고 멀티태스킹효과 연구 = Mobile Ad Interactivity, User Need for Cognition, and Multitasking Effects

국문 초록 (Abstract)

이 연구에서는 모바일 광고에서 상호작용성 정도가 이용자의 광고태도 및 브랜드 태도에 미치는 영향을 살펴보았는데, 특히 그 효과가 이용자의 특성(인지욕구 높음과 낮음)과 상황적 특성(멀티태스킹 여부)에 따라 어떻게 달라지는가를 실험적으로 검증했다. 연구 결과 상호작용성이 높은 경우 인지욕구가 높은 이용자들의 브랜드 태도가 더 호의적인 것으로 나타났다. 또한, 멀티태스킹을 할 경우 인지욕구가 높은 이용자들의 브랜드 태도가 인지욕구가 낮은 이용자들의 브랜드 태도에 비해 더 호의적으로 나타났다. 마지막으로 인지욕구가 높은 집단과 낮은 집단의 차이는 특히 멀티태스킹을 하는 상황에서 상호작용적 메시지가 주어졌을 때 특히 차이가 컸다.

다국어 초록 (Multilingual Abstract)

This research tested the effects of degree of interactivity in mobile advertising on ad attitudes and brand attitudes. Specifically, it was examined whether the effects were moderated by user characteristics(high vs. low need for cognition) and situational characteristics(multitasking vs. noN-multitasking). The results suggested that the positive effect of the degree of interactivity was stronger for high need for cognition individuals. In addition, the positive effect of multitasking was stronger for high need for cognition individuals. Finally, the difference between high and low need for cognition individuals was greater when interactive messages were provided in the context of multitasking.

참고문헌 (Reference)

1 권상희, "인터넷 미디어의 상호작용성(Interactivity) 차원 연구미디어양식별 이용자의 인식특성에 따른 차이분석 중심으로" 한국방송학회 21 (21): 46-97, 2007

2 김재휘, "인터넷 광고의 침입성과 관여가 광고 효과에 미치는 영향" 1 : 81-82, 2003

3 權希貞, "인터넷 광고 효과에 관한 실험연구 : 제품관여유형과 상호적용성의 영향을 중심으로" 韓國外國語大學校 大學院 1997

4 임소혜, "이용자의 인지욕구와 감각추구성향의 상호작용성의 효과에 미치는 영향" 한국방송학회 22 (22): 277-319, 2008

5 정현우, "스마트폰과 미래의 변화" 8 (8): 28-33, 2010

6 김철호, "상호작용성과 콘텐츠로서의 웹 정보에 대한 상황적 관여도가 웹기반 정보회상과정보에 대한 만족에 미치는 영향" 18 (18): 199-227, 2007

7 이근영, "상호작용성(Interactivity)과 맥락(Context)이 인터넷광고 효과에 미치는 영향" 한국광고학회 18 (18): 131-160, 2007

8 김창수, "디지털콘텐츠의 상호작용요인이 몰입과 사용의도에 미치는 영향" 한국콘텐츠학회 11 (11): 212-224, 2011

9 이주현, "검색엔진 웹사이트에서 상호작용성이 소비자의 사이트에 대한 관여도와태도. 사이트 재방문 의도 등에 미치는 영향" 13 (13): 223-247, 2002

10 Yoon, S., "When intrusive can be likable" 40 (40): 63-75, 2011

11 Liu. Y., "What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness" 31 (31): 53-64, 2002

12 Meyers-Levy, J., "Understanding the effects of color : how the correspondence between available and required resources affects attitudes" 22 (22): 121-138, 1995

13 Martin, B. A. S., "The role of sensation seeking and need for cognition on web-site evaluations : a resource-matching perspective" 22 (22): 109-126, 2005

14 Batra, R., "The role of mood in advertising effectiveness" 17 : 203-214, 1990

15 Sohn, D., "The moderating effects of expectation on the patterns of the interactivity attitude relationship" 36 (36): 109-120, 2007

16 Lang, A., "The limited capacity model of mediated message processing" 50 (50): 46-70, 2000

17 Zhang W., "Situational factors competitng for attention : The interaction effect of multitasking and sexually explicit content on TV recognition" 22 (22): 2-13, 2010

18 Pilotta, J. J., "Simultaneous media experience and synesthesia" 45 (45): 19-26, 2005

19 Petty, R., "Short communication : integrating personality and intelligence : Typical intellectual engagement and need for cognition" 43 (43): 1635-1639, 1984

20 Jeong, S.－H, "Predictors of multiasking with media : Media factors and audience factors" 10 (10): 364-384, 2007

21 Bezjian－Avery, A., "New media interactive advertising vs. traditional advertising" 38 (38): 23-32, 1998

22 Papper, R. A., "Middletown media studies : Media multitasking and how much people really use the media" 1 : 9-50, 2004

23 McMillan, S. J., "Measures of perceived interactivity : An exploration of the role of direction of communication, user control and time in shaping perception of interactivity" 31 (31): 29-42, 2002

24 Williams-Piehota, P., "Matching health messages to information－processing styles : Need for cognition and mammography utilization" 15 (15): 375-392, 2003

25 Andrisani, D., "Making the most of interactivity online" 48 (48): 309-312, 2001

26 Brennan, "Literal versus extended symbolic messages and advertising effectiveness : The moderating role of need for cognition" 23 (23): 273-295, 2006

27 Stromer-Galley. J, "Interactivity-as-Product and interactivity-as-Process" 20 (20): 391-394, 2004

28 Bucy, E. P., "Interactivity in Society : Locating an Elusive Concept" 20 : 373-383, 2004

29 Cho, C. H, "Interactivity as a measure of advertising effectiveness : Antecedents and consequences of interactivity in web advertising" 162-179, 1999

30 Fortin, D. R, "Interactivity and vividness effects on social presence and involvement with a web－based advertisement" 58 (58): 387-396, 2005

31 Heeter, C., "Implications of new Interactive technologies for conceptualizing communication" Lawrence Erlbaum Associates 1989

32 김주란, "IPTV 환경에서의 이용 동기와 상호작용성 효과 분석" 한국광고학회 20 (20): 155-180, 2009

33 Peracchio, L. A., "Evaluating persuatioN-enhancing techniques from a resource－matching perspective" 24 (24): 178-191, 1997

34 Holmes, M. E., "Engaging the ad-supported media: A Middletown Media Studies Whitepaper" Ball State University Center for Media Design 2006

35 Armstrong, G., "Effects of background television on phonological and visio-spatial working memory" 24 (24): 459-480, 1997

36 Jeong, S, "Does multitasking increase or decrease persuasion? Effects of multitasking on comprehension and Counterarguing" 62 (62): 571-587, 2012

37 Pool, M. M., "Distraction effects of background soap operas on homework performance : And experimental study enriched with observational data" 23 (23): 361-380, 2003

38 Ariely, D., "Controlling the information flow : Effects on consumers’decision making and preferences" 27 (27): 233-248, 2000

39 Beentjes, J. J., "Combining background media with doing homework : Incidence of background media use and perceived effects" 45 (45): 59-72, 1996

40 Bowman, L. L, "Can students really multitask? An experimental study of instant messaging while reading" 54 (54): 927-931, 2010

41 Pool, M. M., "Background television as an inhibitor of performance on easy and difficult homework assignments" 27 (27): 293-326, 2000

42 Armstron, "Background television and reading memory in context : assessing TV interference and facilitative context effects on encoding versus retrieval processes" 27 (27): 327-352, 2000

43 Armstrong, G., "Background Television as an Inhibitor of Cognitive Processing" 16 : 355-386, 1990

44 Lutz, R. J., "Attitude toward Ad as a mediator of advertising effectiveness : Determinant and consequences" 10 : 532-539, 1983

45 Jee, J., "Antecedents and consequences of perceived interactivity. An exploratory study" 3 (3): 1-, 2002

46 Cauberghe, V., "Advergames : The impact of brand prominent and game repetition on brand responses" 39 (39): 5-18, 2010

47 Liu, Y., "A dual-process model of interactivity effects" 38 (38): 53-68, 2009

48 방송통신위원회, "2011년 방송매체이용행태조사" 방송통신위원회 2012