증강현실 구매접점 광고의 메시지 조절초점 설득 효과 연구: 주관적 분주함과 처리 유창성을 중심으로

초록

Purpose: This study investigates the persuasive effects of augmented reality (AR) point-of-purchase (POP) advertisements within offline retail environments, focusing on consumers’ subjective busyness as a key psychological variable. While AR technology has become increasingly prominent in enhancing in-store shopping experiences, limited research has examined how consumers’ perceived busyness interacts with message framing strategies. Drawing on regulatory focus theory, we test whether regulatory fit between consumers’ busyness and AR message focus (promotion vs. prevention) enhances persuasion via processing fluency. Research design, data, and methodology: This study uses two online experiments simulating in-store AR POP experiences. Study 1 examined the main effect of subjective busyness using an AR POP ad with a neutral (non-framed) message. Subjective busyness was manipulated via recall (essay priming) task, after which participants evaluated the focal product and reported product attitude and purchase intention. A manipulation check assessed participants’ perceived busyness (and related perceptions). Study 2 adopted a 2 (subjective busyness: busy vs. not-busy) × 2 (message regulatory focus: promotion vs. prevention) between-subjects design. Participants viewed an AR POP ad featuring either a promotion- or prevention-focused message and then completed measures of processing fluency, product attitude, and purchase intention using established multi-item scales. Manipulation checks indicated that participants perceived the intended busyness condition and message focus. In addition to the experimental manipulation, self-reported busyness was also assessed as a continuous index and used in supplementary analyses. Results: Study 1: Participants in a busy (vs. not-busy) condition reported higher purchase intentions even under a neutral AR POP message, whereas effects on product attitudes were less consistent; in contrast, higher levels of self-reported busyness (operationalized as a continuous index, BusyM) were associated with more favorable product attitudes and higher purchase intentions, suggesting that busyness alone can enhance AR ad persuasiveness. Study 2: A significant interaction was found between subjective busyness and message regulatory focus. Specifically, promotion-focused AR messages were more persuasive for busier consumers, whereas prevention-focused messages were more effective for less busy consumers. Processing fluency mediated these interaction effects, and moderated mediation analyses indicated that regulatory fit (busyness × message focus) increases fluency, which in turn strengthens product attitudes and purchase intentions. Conclusions: The findings highlight the importance of psychological context in AR POP ad effectiveness. Subjective busyness, an everyday yet underexplored consumer state, acts a self-regulatory lens that shapes how people receive AR messages. When AR message framing is aligned with consumers’ motivational state through appropriate regulatory focus, processing fluency improves and persuasion is strengthened. This study extends AR advertising research by incorporating regulatory fit and processing fluency into the explanatory framework, while also offering actionable implications for designing in-store AR marketing strategies that are sensitive to consumers’ momentary states.

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