Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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The Advertising Effect on A.I. as an Endorser: Focusing on Innovativeness and Anthropomorphism of Consumer

인공지능(A.I.)의 보증인 광고효과 분석: 수용자의 혁신성과 의인화 영향을 중심으로

  • Shim, Jaedok (Department of Business Administration, Korea Aerospace University) ;
  • Lee, Sanghak (School of Business, Korea Aerospace University)
  • 심재덕 (한국항공대학교 경영학과) ;
  • 이상학 (한국항공대학교 경영학부)
  • Received : 2020.05.14
  • Accepted : 2020.07.20
  • Published : 2020.07.28
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Abstract

The purpose of this study was to verify whether the endorser effect similar to humans can be created in advertising campaigns based on the artificial intelligence endorser. In particular, considering the characteristics of artificial intelligence, a research model was presented by convergence of consumer innovativeness and anthropomorphism. The results of the online survey of 244 respondents showed that expertise of the artificial intelligence endorser has a positive effect on both brand attitude and purchase intention, but not for trustworthiness while it has a positive effect on brand attitude. Also, the effect of consumer innovativeness and anthropomorphism on brand attitude and purchase intention for artificial intelligence was found. The endorser effect was expanded to artificial intelligence, which is an intangible object, and the existing theory and research results were combined to re-verify it. Theoretical and practical implications for artificial intelligence-based products and services were presented.

본 논문은 인공지능 보증인이 광고 캠페인에서 사람과 유사한 보증인효과를 창출할 수 있는지 검증하고자 하였다. 특히 인공지능의 특성을 고려하여 소비자혁신성과 의인화 정도를 융합하여 연구모델을 제시하였다. 일반인 244명 대상의 온라인 설문을 통한 연구 결과 인공지능 보증인의 전문성은 브랜드태도와 구매의도 모두 긍정적인 영향을 주지만 진실성의 경우 브랜드태도에만 정(+)의 영향을 주는 것으로 나타났다. 또한 소비자혁신성과 의인화정도가 인공지능에 대한 브랜드태도와 구매의도에 주는 효과도 확인할 수 있었다. 이를 통해 보증인 효과의 연구대상을 무형의 대상인 인공지능까지 확장하여 기존 이론과 연구결과를 융합하여 재검증하고 소비자혁신성과 의인화정도가 미치는 영향을 찾아내어 향후 인공지능 기반 제품과 서비스 활용에 있어 이론적, 실무적인 의의를 제시하였다.

Keywords

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