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A Study on the Factors Affecting the Acceptance Behavior for mobile advertising : Focusing on the difference between genders
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 4,  2016, pp.149-161
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.4.149
 Title & Authors
A Study on the Factors Affecting the Acceptance Behavior for mobile advertising : Focusing on the difference between genders
Kim, Eun Hee;
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This study aims at finding out major factors affecting the attitude, intention and behavior on Mobile advertising and figuring out what their differences between genders are. To do this, new variations such as personalization, permission and incentive are suggested, as well as variations proven by the previous studies. The findings show us that while entertainment, informativeness, credibility, personalization and permission had a positive effect on attitude toward Mobile advertising, irritation had a negative effect on it. Incentive had a positive influence on intention for mobile advertising. Attitude toward mobile advertising had a meaningful influence on intention, and the intention had a meaningful influence on behavior. At last it was revealed that gender difference has a meaningful influence. This study was carried out to find out the effects that evaluation variations have on attitude, intention and behavior on the nature of Mobile advertising. Therefore, it has a significance that gives a theoretical suggestion in that through its evaluation, some considerations are offered at the time of implementing the Mobile advertising, and the basic difference between genders can be explained as well.
Attitude toward Mobile advertisement;Intention;Personalization;Permission;Incentive;Gender;
 Cited by
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