인터랙티브 옥외 광고 수용에 관한 연구: 디지털 사이니지 Stikus Wall 사례를 중심으로

초록

This study is to find how the audience accept the effectiveness of interactive outdoor advertising in terms of invasiveness and involvement based on interactivity and advertising attribute in outdoor advertising. How Informativeness, irritation, and entertainment in outdoor advertising affect personification, responsiveness, control,and efficacy in consumer response. In result, informativeness, irritation, and entertainment affected invasiveness and involvement. In especially, irritation and entertainment affected those variables. In addition, invasiveness and involvement had an impact on the attitude toward the advertising. Also, involvement had an influence on the attitude toward advertising and intention to sharing.

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