증강현실 광고의 프레즌스 매개효과가 광고 태도, 브랜드 태도 그리고 구매 의도에 미치는 영향 = Influence of Augmented Reality Advertising on Advertising Attitude, Brand Attitude, and Purchase Intention through Mediator Presence

국문 초록 (Abstract)

새로운 테크놀로지가 소개되면 이에 대한 효과 측정을 통해 테크놀로지의 활용성을 판단한다. 이러한 효과 측정 도구 중에 가장 활발하게 사용되는 이론이 프레즌스다. 본 연구에서는 최근 광고와 마케팅 도구로 사용되기 시작한 증강현실 광고를 프레즌스를 통해 수용자의 태도를 측정했다. 증강현실 광고가 새로운 미디어로써 어떠한 의미를 갖는지 기존의 종이 광고와 비교를 하기 위해 증강현실 광고가 종이 광고에 비해 더 큰 프레즌스, 광고 태도, 브랜드 태도, 그리고 구매 의도를 가질 것이라는 가설을 제안하고, 증강현실 광고의 영향력과 프레즌스의 이론적 검증을 위해 증강현실 광고 경험과 광고 태도, 브랜드 태도, 그리고 구매 의도 사이에서 프레즌스의 매개역할을 할 것이라는 가설을 제안했다. 실험 결과 증강현실 광고가 모든 면에서 종이 광고보다 더 긍정적 태도와 높은 구매 의도를 보였고, 증강현실 광고 경험 중 미디어 풍요성 변인이 프레즌스의 매개역할을 통해 종속변인에 미치는 영향력이 더 큼을 검증했다.

다국어 초록 (Multilingual Abstract)

When a new technology is introduced, it is necessary to examine whether it is useful or not for the specific goals through evaluation. Recently, many researchers are interested in how users are immersed and involved through a technology, and presence is used as one of the most useful theories to figure out those effects. The present research explores augmented reality advertising(AR ad) which recently is paid attention to as a useful medium in the commercial and marketing areas through presence. To understand the effect of AR ad, we compared it with paper ad and analyzed the role of presence as a mediator. As a result, AR ad is more positive than paper ad in terms of advertising attitude, brand attitude, presence, and purchase intention. Also, the result shows that presence plays a mediator role in between media richness as one of the advertising experiences and various dependent variables.

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