택시표시등광고 효과에 관한 연구 : 아이트래커 측정 및 인식조사를 중심으로

초록

This study aims to examine comprehensively the sensory and cognitive responses to taxicab advertisements using both an eye-tracker experiment and cognitive survey as a multi-method approach. The results of the eye tracking experiment are as follows. First, a meaningful attention effect was obtained by securing a gaze fixation time (SD) of 0.3 seconds or more for visual understanding. Second, the average gaze occupancy time (VD) was 1.28 seconds and the gaze fixation time (FD) averaged 1.24 seconds, showing a high concentration of 96% at the moment of sighting, a high recognition rate. Third, the driver’s attention on taxicab ad advertising media in commercial areas was 43.4 times, showing a gaze share of about 6.5% based on the frequency of gaze fixation (FC), while in residential areas, the gaze share was about 15.7%, higher than in commercial areas. The results of the survey are as follows. first, the awareness of transit ad including taxicab ads was above average, average awareness rate was above 98%, while the exposure frequency of taxicab ads was relatively low. Second, no significant difference was found among Seoul, Daejeon, and Incheon in regional awareness and exposure frequency. Third, attitude toward ad and attention level were above the average, while the evaluation of purchase influence was below the average. Fourth, as to the safety of taxicab ads, some concern of the brightness of the light and the size of the taxi light were found. Fifth, perception of the positive effect on the aesthetics and landscape of the city was below the average. Based on the results, several practical and reasonable measures for the operation of taxicab ads were proposed.

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