앞광고에 대한 광고 태도와 가치에 영향을 미치는 요인

Sponsored on-package advertising where promotional messages are placed directly on product packaging to improve price competitiveness has emerged as a new mutually beneficial retail model. This study examines consumers’ attitudes and perceived value toward front advertising, as well as the advertising attributes that shape these responses. An online survey was conducted with consumers aged 20~40 who visit convenience stores at least once per week, yielding 302 valid responses for analysis. Using SPSS 25.0 and AMOS 23.0, frequency analysis, descriptive statistics, confirmatory factor analysis, correlation analysis, and structural equation modeling were performed. The findings reveal the following. First, informativeness and entertainment positively influence perceived advertising value, whereas intrusiveness exerts a negative effect. Second, consumers’ attitudes toward front advertising are positively affected by informativeness, entertainment, and advertising value, while intrusiveness negatively affects advertising attitudes. These results indicate that when front advertising is perceived as useful and enjoyable, consumers tend to form more favorable evaluations; conversely, intrusive advertising lowers perceived value. The study contributes to a clearer understanding of consumer responses to front advertising and offers insights into how front advertising can function as a sustainable communication strategy that delivers mutual benefits for both firms and consumers.