옥외 2D광고와 옥외 3D광고의 광고 효과 비교연구: 옥외 3D광고의 상호작용성, 프레즌스, 플로우를 중심으로

초록

In this study, we would like to compare the differences in interaction, presence, flow, and advertising effects between outdoor 2D and 3D electronic display advertisements. In addition, it was intended to confirm the interaction of outdoor 3D advertisements and how presence affects the flow and how the flow affects the advertising attitude, brand attitude, and purchase intention. The results of the study are as follows. First, the difference between 2D and 3D advertising types in interaction was not statistically significant. And the presence and flow of outdoor 3D electronic display advertisements were higher than that of 2D electronic display advertisements. In addition, the advertisement attitude and brand attitude of outdoor 3D advertisements were higher than that of outdoor 2D advertisements. However, there was no statistical difference in purchase intention between the two advertising types. Second, the interaction of outdoor 3D advertisements did not affect the flow. On the other hand, the presence of outdoor 3D advertisements had a positive effect on the flow. Third, the flow of outdoor 3D advertisements had a positive effect on all advertising effects such as advertising attitude, brand attitude, and purchase intention. Fourth, both the advertising attitude and brand attitude of outdoor 3D advertisements had a positive effect on the purchase intention.

키워드