Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Exploratory Study on User Experience of Augmented Reality Advertising

증강현실 광고의 사용자경험에 대한 탐색적 연구

  • Sung, Jungyeon (Dept. of Business Administration, Sungkyul University) ;
  • Jo, Jae-wook (Inst. of Management Research, Sungkyunkwan University)
  • 성정연 (성결대학교 경영학부) ;
  • 조재욱 (성균관대학교 경영연구소)
  • Received : 2016.06.24
  • Accepted : 2016.08.20
  • Published : 2016.08.28
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Abstract

Augmented Reality(AR) has been further developed through connectivity with Artificial Intelligence (AI), Big Data, the Internet of Things(IoT). The interest of AR in the advertising is on the increase. However, it needs to explore the use of AR technology in advertising based on user experience rather than the technical aspects. This study is very significant in that it is the exploratory study which provides guidelines in the field of utilizing AR, particularly based on direct user experience. In addition, through a quantitative survey, it checks the validity of the present study to verify the impact of utilitarian, experiential value of AR ad on brand attitude as consumer attitude. The characteristics of AR ad based on user experience through this study will provide guidance to utilize AR ad, utilizing AR technology in various fields, such as education and exhibitions in developing convergence contents that can provide practical value.

증강현실은 인공지능과 더불어 빅데이터, 사물인터넷(IoT)과의 초연결성을 통해 더욱 발전되고 있고 광고의 영역에서도 증강현실광고에 대한 관심이 나날이 확대되고 있어, 기술적인 측면에 대한 연구와 더불어 사용자 경험에 기반 한 증강현실광고의 활용에 대해 살펴볼 필요가 있겠다. 본 연구에서는 증강현실을 활용한 분야 중, 특히 증강 현실 광고를 통해 사용자경험을 살펴보고, 앞으로의 광고 활용에 있어 가이드라인을 제공하기 위한 탐색적 연구라는 점에 의의가 있다. 특히 증강현실 광고를 통해 사용자가 어떤 생각을 가지고 접근하는지, 실제 증강현실 광고를 직접 경험한 후, 평가와 개선할 점에 대해 정성조사를 실시하였다. 또한, 정량조사를 통해 사용자가 평가하는 증강현실의 실용적, 경험적 가치가 소비자태도 중 하나인 브랜드 태도에 미치는 영향에 대해 검증함으로서 탐색적 연구의 타당성을 높였다. 본 연구를 통해 사용자경험에 기반 한 증강현실 광고의 장점과 단점, 개선방안을 살펴봄으로써 증강 현실 광고 활용에 가이드라인을 제공할 것이며, 더 나아가 교육, 전시와 같은 다양한 분야에 증강현실 기술을 활용한 융합콘텐츠를 개발 및 적용하는 데 있어 실질적 가치를 제공하고자 한다.

Keywords

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