본 연구는 최근 주목받고 있는 홀로그램의 커뮤니케이션 효과를 살펴보고자 하였다. 홀로그램 미디어가 어떤 식으로 소비자에게 활용되는지를 확인하기 위하여 인게이지먼트, SNS구전의도, 제품태도 변인들을 구조모형으로 분석하였다. 분석결과 홀로그램에 대한 경험은 미디어 인게이지먼트를 증가시키고 인게이지먼트가 SNS구전의도, 제품태도에 긍정적인 영향을 미치는 것으로 밝혀졌다. 이러한 연구 결과를 볼 때 미디어 경험은 커뮤니케이션 효과 과정에 매우 중요한 역할을 수행하는 것으로 보인다. 미디어를 통한 경험은 소비자 행동 과정에서 출발점이고 커뮤니케이션 전략의 시작으로 봐야 하며 본 연구는 이러한 논의를 증명하고 있다.

The purpose of this study was to examine the effectiveness of communication with hologram receiving attention recently. Holographic media is engagement to ensure that leverage consumer segments in any way, motivation, personality of the individual, also of SNS word of mouth, product attitude, purchase intention variables were analyzed by structural equation model. For the analysis of experience of the hologram is not to increase the treatment media engagement. Engagement has been found to also have a positive impact, the attitude of the SNS word of mouth product. The experience with the hologram was found to influence the degree degrees, the purchase of the SNS word of mouth.
After examining the study found that the factors affecting the engagement of a new concept in contrast to previous studies on the new media experience. This is to include the results will be experienced for the media than the media exposure do the new media nature more roles. In addition, experience with the media will affect the personality that is open, such as the extroversion synchronization. And social motivation and intrinsic motivation is that which performs the leading role in the new variables, such as holographic media experience positively. Therefore, strategies to increase the new media experience, this comprehensive communications strategy should be combined with marketing and social motivation and stimulate consideration of the personality traits of the individual consumer.