[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 웹사이트에서 3D 상호작용과 제품정보의 다감각성이 광고효과에 미치는 영향

출처: 한국방송광고공사 - 광고연구

Abstract

The Effects of 3D Interaction and Multimodal Product Information on Ad Effectiveness 
- the Role of Presence

Choi, Yung-kyun(Assistant Professor, Dept. of Advertising, Dongguk University)

 

The paper is purposed to investigate the effects of multi- modality in a 3-dimensional website when consumers interact with a product. To test hypotheses, 176 undergraduate students participated in an experiment that is composed of 3 conditions : 2D static website without audio, 3D interactive site without audio, vs. 3D site with audio sounds. The result found higher level of presence and more favorable attitudes toward the advertisement and toward the brand in 3D with audio condition than others. This one indicates that multi- modal sensory cues are important to persuade consumers making the virtual experience more plausible in addition to 3D interaction. Theoretical and managerial implications are followed.

 

key word : virtual experience, presence, multi-modality, 3D website