디지털 광고의 감성 디자인이 소비자의 공감력, 광고 호감도 및 구매 의도에 미치는 영향

Abstract

Due to the influence of COVID-19, the global economy is still dependent on the digital economy and digital technology, and the rapid growth of digital marketing plays a key role in the marketing track. Therefore, this study studied the relationship between consumers' empathy, advertising favorability, and purchase intention for digital advertisements. The survey period is 10 days from December 7 to December 17, 2022. Reliability analysis, exploratory factor analysis, relationship analysis, and regression analysis were conducted using SPSS27.0. The analysis results are as follows. First, functionality was found to have the greatest influence on the emotional design of digital advertisements. At the same time, it was found that digital media advertisements were the least intended for final purchase by consumers. Second, it was found that the emotional design elements (visual elements, auditory elements, and functional elements) of digital advertisements had a positive effect on empathy and advertisement likeability. At the same time, visual elements in the emotional design of digital advertisements seem to have affected consumer empathy and advertising favorability. Third, empathy and advertising favorability were found to have a positive effect on consumers' purchase intention. At the same time, the influence factor of empathy was found to be greater than the influence factor of advertising favorability. Therefore, it is judged that empathy between consumers and digital media advertisements is more helpful to consumers' product awareness and leads to final purchase. According to the results of this study, the following conclusions can be drawn. The perceptual design of digital advertisements should be delivered through three aspects: vision, hearing, and function, and among them, the perceptual design of digital advertisements should pay attention to the positive effects of the visual impact of advertisements. Digital advertising should find resonance with consumers and strive to achieve the purpose of promoting brands and promoting consumption by inducing emotional resonance of consumers through advertisements.