플레이어블 광고와 다운로드 의도의 관계: 멘탈 시뮬레이션과 앱 사용 자기효능감의 순차적 매개효과

초록

With the rapid development of the mobile advertising market, playable ads—which combinehigh interactivity through direct touch with gamified elements—are experiencing significantgrowth. Unlike traditional video ads, playable ads allow users to experience the coremechanisms of an app (or game) within the advertisement itself. While prior research hasreported that this format fosters high engagement and positive brand relationships, studies onthe underlying mechanisms and boundary conditions that influence consumer behavior remaininsufficient. Accordingly, we examines whether playable ads promote users' mental simulationand enhance app usage self-efficacy, thereby significantly impacting app download intention. Furthermore, the moderating effect of task difficulty within the advertisement was tested. Through three experimental studies, the results demonstrate that playable ads have asignificant effect on app download intention, mediated by mental simulation and app usageself-efficacy. It was also established that the impact on download intention is strengthenedwhen the task difficulty presented in the playable ad is low. These findings extend theliterature on playable ads and mental simulation while providing practical implications foradvertisers on how to effectively utilize playable ads.

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