스마트시티 모빌리티 광고의 기술 융합: AI 기반 상황인식형(택시표시등) 광고의 소비자 반응 메커니즘 연구

This study aims to empirically investigate the impact of key characteristics of AI-based context-aware taxi rooftop advertising on consumers’ advertising attitudes, purchase intentions, and acceptance intentions using a structural equation model. Taxi rooftop advertising is implementing an innovative advertising paradigm through convergence with AI technology. Context-aware customized outdoor advertising (DOOH) that changes in real time according to time, place, and situation (TPO) is emerging as a future-oriented advertising platform that enables intelligent interaction with consumers. Therefore, in this study, in a situation where the digital marketing environment is changing and social demands for personal information protection are increasing, the impact of five factors proven to affect context-aware advertising engagement, usability, personalization, information usefulness, and privacy concerns on consumer responses was comprehensively analyzed. The results of the study suggest that in order to maximize the effectiveness of AI-based context-aware DOOH advertising, a balanced approach that considers both consumers’ emotional responses and practical values ​​is necessary. In particular, it is necessary to differentiate and apply engagement and personalized strategies to increase consumers' advertising attitudes and acceptance intentions, and strategies to enhance usability and information usefulness to promote purchase intentions. In addition, in terms of privacy, in order to alleviate privacy concerns, efforts should be made to provide consumers with transparent information on related data aggregation and utilization, and to help them understand security and safety. This study is the first to empirically address the consumer effect mechanism of AI-based context-aware advertising, and has theoretical and practical significance in that it provides practical guidelines for future DOOH advertising led by AI and urban mobility technology.