Interactivity and Animated-Character’s Role as Mediator of Consumers’ Attitude Formation and Processing on the Web

Abstract

이 논문에서는 웹상에서 소비자 태도형성과 과정에 관한 상호작용적 크리에이티브 플랫폼과 애니메이션 캐릭터 등을 연구하였다. 첫번째 실험에서, 연구자들은 음악, 컬러, 모션, 텍스트 등을 포함한 상호작용적 크리에이티즈 플랫폼이 클릭의도와 광고태도에 어떻게 영향을 주는지를 조사하였다. 두번째 실험에서는 다른 애니메이션 캐릭터들이 클릭의도, 광고태도, 브랜드태도, 구매의도에 어떻게 영향을 주는지가 연구되었다. 이 연구에서는 구조방정식 모델을 통해 소비자가 웹상의 애니매이션 광고를 보고 어떻게 소비자 태도가 형성되는지를 나타내는 새로운 태도모델이 검증되었다. 결과를 통해 애니메이션 캐릭터가 상호작용적 크리에이티브 플랫폼 보다 소비자의 태도형성과 클릭의도, 광고태도, 브랜드 태도, 구매의도에 더 많은 효과를 주는 것으로 나타났다.

This study explores the role of the interactivity creative platform and animated characters in consumer attitude formation and processing on the Web. For the research, We employed two experiments to investigate the influences of the interactivity creative platform on attitude formation. In the first experiment, we explored how the interactivity creative platform including elements such as sound, color, motion, and text mediates between click-through intention and attitude toward the target ads. We also examined how these elements play a role as causal factors for the consequence of attitude formation in a computer-mediated environment. For the second experiment, we explored how different animated characters can contribute to attitude formation, from click-through intention to attitude toward the animated ad, attitude toward the brand and purchase intention.This study employed two-step structural equation modeling. This paper tests a new attitude model showing the process of how consumer attitudes are affected when consumers are exposed to an animated ad on the Web. The findings suggest that the interactivity creative platform and the animated characters possibly plays, not only the role of mediator or leverage as causal effect consumers attitude formation, but also the association with click-through intention, attitude toward the ad, attitude toward the brand, and purchase intention.