소비자 인지부하, 광고-동영상 콘텐츠 맥락 일치성과 광고 위치가 온라인 광고효과에 미치는 영향
Effects of Consumer Cognitive Load, Ad-Content Congruity, and Ad Placement on the Effectiveness of Online Video Advertising
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초록
다변화하는 미디어 환경 속에서 온라인 소비자들은 다양한 작업 수행을 하면서 인지적 처리 과정에서 높은 부하에 노출될 수 있다. 소비자에게 가해지는 인지부하는 온라인 광고 처리에 가용할 수 있는 인지적 자원의 양을 조절한다. 소비자에게 발생되는 인지부하가 온라인 광고 효과에 미치는 영향을 구체적으로 살펴보기 위하여, 본 연구는 온라인 환경 속에서 소비자 인지부하와 광고-동영상 콘텐츠 간 맥락 일치성, 그리고 광고 위치의 영향력을 탐색고자 하였다. 주요 연구결과에 의하면 소비자는 인지적 부하가 높을 때 브랜드와 광고 내용을 낮게 회상했으며, 동영상 콘텐츠 맥락과 일치하는 광고 내용을 더 잘 회상했다. 특히 광고-콘텐츠 맥락 일치성이 광고 내용 회상에 미치는 영향력은 소비자에게 주어지는 인지부하가 클 때 더욱 두드러졌다. 반면, 맥락 일치성이 브랜드 회상에 미치는 영향은 인지부하가 낮을 때 두드러졌다. 광고가 동영상 콘텐츠의 앞보다 중간에 위치했을 때 브랜드 회상과 광고 내용 회상률이 높게 나타났다. 특히 중간광고에 대해 광고-콘텐츠 맥락 일치성이 광고 내용 회상에 미치는 효과가 더 크게 나타났다.
Abstract
To investigate the role of consumers’ cognitive load in online media environments, the current study seeks to investigate the effects of cognitive load, ad-content congruity, and ad placement on the effectiveness of online video advertising. Findings of the study reveal that there is a main effect of cognitive load on brand and ad recall. While there is a main effect of ad-content congruity on ad recall, the effect is shown to be only significant in the high cognitive load condition. However, the effect of ad-content congruity on brand recall is only significant when cognitive load is low. When video ad is placed between content (mid-roll ad placement), brand and ad recall is reported higher than when ad is placed prior to the content (pre-roll ad placement). Results show that the effect of ad-content congruity on ad recall is only significant in the mid-roll ad placement condition.
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