랜드마크로서 옥외광고의 가치 속성 및 소비자 경험이 광고 효과, 도시방문의도에 미치는 영향

초록

This study aims to explore the effect of perceived values as landmark properties on advertising effectiveness, including the role of consumer prior experience related with OOH advertising. Two experiments are conducted: One is a survey of consumer perception, the other is an experiment to college students for exploring the modulating effect of experience. The results are as follows. First, experience has a significant modulating effect between perceived ad value and experience. Second, experience has a modulating effect between ad attitudes and intention to visit the city. Third, visibility and symbolic meaning has an interaction effect on ad attitudes. Fourth, landmark properties(symbolic meaning and harmony with environments) have significant effects on attitudes toward OOH advertising. Based on the results, some suggestions are given to strengthen experience and symbolic meaning rather than visibility itself for OOH advertising effects.

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