인터넷배너광고 표현요소가 광고태도에 미치는 영향 -A I O를 중심으로-
Effects the expression components on attitude toward advertising in the internet banner advertisements -Focused on Activities, Interests and Opinions-
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초록
본 연구의 목적은 인터넷 배너광고 유형별로 그리고 활동, 관심 및 의견(AIO)에 관한 소비자의 성향별로 시각정보와 언어정보 표현요소가 광고태도 및 구매의도에 미치는 영향력을 확인하는데 있다. 회귀분석을 통한 분석결과, 첫째 인터넷 배너광고의 유형과 소비자의 AIO 성향에 관계없이 시각적 표현요소가 광고태도와 구매의도에 영향을 주는 것으로 나타났다. 둘째 정지된 배너광고에서 AIO 성향이 긍정적인 소비자가 광고태도 및 구매의도에 영향을 준 반면, 동영상 배너광고에서는 AIO 성향이 긍정적인 소비자와 부정적인 소비자 모두에서 광고태도 및 구매의도에 영향을 미치는 것으로 나타났다. 셋째, 정지된 배너광고에서 AIO 성향이 긍정적인 소비자의 광고태도는 동영상 배너광고에서 AIO 성향이 긍정적인 소비자보다 더 높은 것으로 나타났다. 결론적으로, 배너광고에서 시각적 표현요소를 통해 강력하고 긍정적인 광고태도를 개발함으로써 구매의도를 증가시켜야 할 것이다.
Abstract
The purpose of this study is to identify effects visual and verbal components of advertisement on attitude toward advertising and purchase intention by types of the propensity about consumer's activities, interests, opinions(AIO) and types of the internet banner advertisements. The research results from regression showed as followed: First, it revealed that visual component of the advertising only effects on attitude toward advertising and purchase intention irrespective of types of the propensity about consumer's AIO and types of the internet banner advertisements. Second, in case of banner advertisements that not moved, customer who have positive propensity about AIO effects on attitude toward advertising and purchase intention, but in case of animated banner advertisements, all customer who have positive and negative propensity about AIO effect on attitude toward advertising and purchase intention. Third, attitude toward advertising of customer who have positive propensity about AIO in banner advertisements that not moved is more higher than customer who have positive propensity about AIO in animated banner advertisements. In summary, this study found that the visual element of an advertising is important in developing a strong, positive attitude towards the advertising, which in turn leads to increased purchased intention in banner advertising.
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