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Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads

모바일 광고 수용에 영향을 미치는 요인들: 젊은 소비자들은 온라인 모바일 광고에 어떻게 반응하는가

  • 엄남현 (홍익대학교 광고홍보학부)
  • Received : 2019.03.13
  • Accepted : 2019.04.22
  • Published : 2019.05.28

Abstract

Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

Keywords

Mobile Advertising Acceptance;Irritation;Personalization;Online Information Privacy Concerns

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Figure 2. path Model of Mobile Advertising Acceptance : Modified Model

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Figure 1. Path Model of Mobile Advertising Acceptance: Hypothesized Model

Table 1 Correlation Matrix

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Table 2 Parameter estimates for causal paths: original Model

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Table 3 Parameter estimates for casual paths: Modified Model

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