Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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An Exploratory Study on the effectiveness of NFC Advertising in Cinema Environment

NFC광고에 대한 극장 관객의 지각된 즐거움, 혁신성이 광고태도와 수용의도에 미치는 영향: 탐색적 연구

  • Shim, Sung-Wook (Department of Advertising & PR, Hanyang University) ;
  • Byun, Hye-Min (Department of Advertising & PR, Hanyang University) ;
  • Kim, Woon-Han (Department of Media & Communication, Sunmoon University)
  • 심성욱 (한양대학교 광고홍보학과) ;
  • 변혜민 (한양대학교 광고홍보학과) ;
  • 김운한 (선문대학교 미디어커뮤니케이션학과)
  • Received : 2017.07.19
  • Accepted : 2017.07.28
  • Published : 2017.07.31
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Abstract

This study is to find the effectiveness of advertising acceptance through NFC advertising and mobile in a cinema environment. The results are as follows. First, personification and participation among interacitivity factors had a positive impact on advertising acceptance. Second, advertising value of NFC advertising had a partially positive impact. Perceived usefulness and ease of use, perceived entertainment, and innovation alos had a positive impact on advertising acceptance. Finally, interactivity, followed by advertising value, had impact on the acceptance of NFC advertising.

국내 극장광고에서 활용되는 NFC 광고 전략과 발전 방향을 모색하고자 설문조사를 실시했다. 분석 결과, 상호작용성 구성요소들 중 통제성을 제외한 개인화, 참여성이 광고 수용의도에 유의미한 영향을 주는 것으로 나타났다. 또한, NFC 광고 가치, 지각된 유용성과 지각된 용이성, NFC에 대한 지각된 즐거움, NFC 광고의 혁신성은 광고 수용의도에 긍정적인 영향을 주는 것으로 나타났다. 마지막으로, NFC 광고 수용에는 상호작용성이 먼저, 그 다음 광고가치 순으로 영향을 주는 것으로 나타났다.

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