지능형 개인비서(IPA)의 커뮤니케이션 지향성과 광고 시점이 광고 수용의도에 미치는 효과

초록

Intelligent Personal Assistant (IPA) is an interactive artificial intelligence agent that learns habits and actions through the user's language and provides customized services, which are closely related to advertising. In this study, IPA's communication orientation was generally divided into task orientation to perform tasks and solve problems and relationship orientation to perform social and relational roles. In Experiment 1, the advertising effect according to IPA's communication orientation was revealed. As a result of the experiment, it was found that the intention to accept advertisements was higher in relationship-oriented IPA than in task-oriented IPA, and this effect was mediated by the perceived similarity felt for IPA. In Experiment 2, the result of Experiment 1 was expanded to examine the advertising effect according to the advertising time point. As a result of the experiment, it was found that the effect of communication orientation on the advertisement acceptance intention varies depending on the time when the advertisement is presented. Specifically, it was confirmed that the effect of communication orientation was clearly shown in the advertisement presentation condition before the user's product selection. This study suggests that the effect of advertising messages may vary depending on IPA's communication orientation. The artificial intelligence advertising market will inevitably grow. Therefore, it is believed that this study will be able to provide good implications for practitioners who want to provide natural advertisements to consumers.

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