3D 프린팅 캠페인 경험의 태도와 구매의도에 미치는 효과연구
Effects of 3D Printing Campaign Experiences on Attitude and Purchase Intention
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3D프린팅 기술은 소비자에게 일상적이고 지루한 제품경험, 브랜드경험, 소비경험을 넘어 평범함을 뛰어넘는 일을 가능하게 하며 소비자 기억에 남을 만한 경험을 원하는 소비자 요구에 반응하고 있다. 본 연구는 경험의 이론적 틀을 사용하여, 3D프린팅을 기반으로 한 광고캠페인의 광고경험을 새롭게 규명하고 3D프린팅 캠페인의 경험, 광고 태도, 브랜드 태도, 구매의도와의 관계를 밝히는 것을 주목적으로 한다. 본 연구의 연구목표를달성하기 위해 구조화된 설문지를 활용하여 20∼30대 남녀를 대상으로 설문조사를 실시하였다. 설문조사는 전문조사기관에 의뢰하여 실시하였으며 유효 표본은 총 480명이었다. 요약하면 3D프린팅 캠페인의 경험에 대한 이론적인 토대를 구축하고 또한 3D프린팅에 기반을 둔 광고캠페인의 조사결과를 분석하여 실증적 검증을 거쳐 3D프린팅에기반을 둔 광고캠페인의 경험, 광고 태도, 브랜드 태도, 구매의도에 관한 긍정적 관계를밝혔다.
Abstract
3D printing is a creative technology in which objects are built up in a great many very thin layers. In many instances, 3D printing technology allows advertisers to create new innovative experiences in their ad campaigns. This study highlights the value of 3D printing campaign experiences and explain the relationships between 3D printing campaign experience, attitude toward ad campaign, attitude toward brand and purchase intention. The study examines (1) the effects of 3D printing campaign experience on attitude toward ad campaign (2) the effects of attitude toward ad campaign on attitude toward brand and (3) the effects of attitude toward brand on purchase intention. In the context of 3D printing campaign, this study clarifies the concept of experiences of 3D printing campaign, and the relationships between attitude toward campaign, attitude toward brand and purchase intention. The study constructs a theoretical model regarding experiences of 3D printing campaign that offers implications for advertising practitioners.
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