모바일 메신저 상의 아이콘형 광고 노출이 소비자반응에 미치는 영향

초록

Background The aim of this research is to provid efficient strategies and ways of using icon-type advertisements by understanding the rational action variables and the emotional variables which affect consumers' reactions to mobile icon-type advertisements. Methods To verify the study problems, self-administered questionnaires were distributed. The questionnaire is composed of questions which ask about advertisement attitude and the click intention of the rational action variables (perceived usability and perceived usage simplicity) and emotional variables (amusement, participation, and reliability) of icon-type advertising. 5-point Likert scales were used. For checking the study questions, reliability analysis, descriptive statistical analysis, correlation analysis, and multiple regression analysis were conducted. Result First, it was shown that consumers had positive reactions to icon-type advertisements overall. Especially, the evaluation of perceived usage simplicity among the rational action variables was very high. It was also shown that the perceived usability of icon-type advertisements relatively had a great effect on advertisement attitude and click intention. Second, among the emotional variables, the most influential factor for icon-type advertisement attitude was amusement, followed by reliability, and then participation. For click intention, the most influential factor was reliability, followed by participation and then amusement. In summary, it was conclude that the design factors of icon-type advertisements that ought to be considered the most are informativity, reliability, and amusement. Based on these results, a design for icon-type mobile messenger advertisements was proposed. Conclusions All kinds of consumers' responses to icon-type advertisements are positive, which indicates the possibility for the commercialization of icon-type advertisements. In commercializing icon-type advertisements, efforts to maximally heighten the perceived usability of consumers is needed. Differentiated tones and manners of icon-type advertisements based on advertising purposes are also needed.

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