행동유도성(Affordance) 기반 인터랙티브 광고 전략모형개발 연구

Abstract

Interactive advertising of converged creative and interaction technology overcame the temporal·spatial·expressive limitations of existing advertisements and is drawing attention as a new marketing platform and strategy that can maximize the advertising effects.

Securing high attention and participation rate of consumers are essential to raise the value of such interactive advertisement as a medium and strategy of advertisement of delivering the marketing platform and creative messages to consumers effectively, and this focused on affordance as a core factor of inducing consumer participation and raising immersion in interactive advertisement to develop the interactive advertisement strategy model, AEE.

To develop the behavior affordance-based interactive advertisement strategy model AEE, this study used exploratory design of mixed methods and study methodology of grounded theory as references to establish a research system for sequential process of the development of strategy model by conducting a framework of a study on the development of strategy model.

Then, this study conducted theoretical consideration on the main concept of theoretical background of the strategy model development as behavior affordance and interactive advertisement based on precedent studies and literature, and conceptualized the meaning of behavior affordance in interactive advertisement.

This study conducted an in-depth study on creative expressive elements, interaction, the type of behavior affordance, experience, and result in interactive advertisement to investigate behavior of consumers towards interactive advertisement, sequential process of psychological stages, and importance of behavior affordance in interactive advertisement by deducing subcomponents of the behavior affordance-based interactive advertisement strategy model and a hierarchical model.

This study deduced a behavior affordance-based interactive advertisement strategy model by verifying close correlation and validity of elements on the strategy model by categorizing and structurizing based on the subfactors and hierarchical model of the deduced strategy model, and conducted a case study on the selected 8 interactive advertisement campaigns through expert interview on advertisement professionals and 6 researchers to verify validity of the additional model and considered its application plan.

The developed AEE strategy model in this study and the course of study will suggest new research perspectives of interactive advertisement and creative design methodology in the future.