Contextual Congruity and the Informativeness of Advertisements in the Gwanghwamun Outdoor Advertising Free Display Zone: A Multi-Group Analysis by Light Pollution Sensitivity

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Key Points

This study aims to examine the effects of contextual congruity and informativeness of digital advertisements on users' cognitive and emotional responses and behavioral intentions.
Conducted an online survey of 400 adults who visited Gwanghwamun's free display zone in the past 6 months.
Applied the S-O-R (Stimulus-Organism-Response) theory to analyze data.
Utilized structural equation modeling to assess the impact of variables.
Contextual congruity and advertisement informativeness significantly influenced perceived urban vitality and public value (p<0.05).
These factors positively impacted the intention to revisit the area and purchase products.
Advertising backlash negatively affected product purchase intention.

Multi-group analysis assesses how congruity and informativeness affect consumer responses, indicating sensitive perception variations.

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Lee et al. (2026) studied this question.

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