Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Presence and Flow of Augmented Reality Advertising on the Advertising toward Attitude and Recall

증강현실 광고의 프레즌스(Presence)와 플로우(Flow)가 광고 태도와 회상에 미치는 영향

  • Han, Kwang-Seok (Department of Advertising and Public Relations, Namseoul University) ;
  • Choi, Junehyock (Department of Media & Communication, Soonchunhyang University)
  • 한광석 (남서울대학교 광고홍보학과) ;
  • 최준혁 (순천향대학교 미디어커뮤니케이션학과)
  • Received : 2020.06.09
  • Accepted : 2020.08.20
  • Published : 2020.08.28
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Abstract

This study identified the impact of augmented reality advertising on attitude toward advertising and memory according to the type of presence and flow level. The presence (cognitive, emotional, media) and flow level (high vs. low) of the augmented reality(AR) advertising were set as independent variables and analyzed by Two-Way MANOVA. As a result of the research, first, the augmented reality advertising attitude was positive when the emotional presence and flow level were high. Second, when the flow level is high, the ARM such as product attribute information increases, but when the flow level is low, the evaluation-oriented GRM increases. Third, emotional presence increases GRM when the flow level is high, but ARM increases when the flow level is low. Fourth, the memory effect was low regardless of the flow level. In the future research, it would be desirable to produce augmented reality advertisements through virtual brands in the generalization of research.

본 연구는 증강현실 광고가 프레즌스 유형과 플로우(flow) 수준에 따른 광고태도와 기억 효과에 미치는 효과를 규명하였다. 증강현실(AR) 광고의 프레즌스(인지, 감성, 미디어)와 플로우 수준(고 vs. 저)을 독립변인으로 Two-Way MANOVA 분석을 하였다. 연구결과, 첫째, 증강현실 광고태도는 감성적 프레즌스와 플로우 수준이 높은 경우 긍정적이었다. 둘째, 인지적 프레즌스는 플로우 수준이 높으면 제품 속성정보와 같은 ARM이 증가하나 플로우 수준이 낮으면 평가 위주의 GRM이 증가하였다. 셋째, 감성적 프레즌스는 플로우 수준이 높으면 GRM이 증가하나 플로우 수준이 낮으면 ARM이 증가하였다. 넷째, 미디어 프레즌스는 플로우 수준과 상관없이 기억 효과는 낮았다. 본 연구는 프레즌스를 세 가지 차원으로 유형화하여 실험을 통해 실증적으로 규명하였다는 점에서 일반화 가능성이 높다.

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