Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effectiveness of Mobile Advertising: Based on Technology Acceptance Model

모바일 광고(Mobile Advertising)의 효과성에 관한 연구: 기술수용모형을 중심으로

  • Yoon, Jongsoo (College of Business Administration, Kangnam University)
  • Received : 2013.11.19
  • Accepted : 2013.12.14
  • Published : 2013.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

As the use of wired and mobile Internet is on the increase, organizational activities for customers as well as individual life style are changing rapidly from the past. Specifically, mobile advertising in organizations thanks to remarkable growth in smartphone users, continuous development of mobile Internet technologies, and enhancement of information delivery capability regardless of time and place, has become a competitive weapon for presenting new products and services, promoting marketing programs, and communicating with customers. The study is to investigate what characteristics of mobile advertising are affecting the acceptance toward mobile advertising, and to analyse if the country type of mobile Internet users has a moderating effect on the relationship between these characteristics of mobile advertising and user acceptance.

유무선 인터넷의 활용도 증대에 따라 개인의 생활방식을 포함하여 기업의 대고객 관리활동에 있어서도 많은 변화가 나타나고 있다. 특히, 최근의 스마트폰 사용자의 증가, 모바일 인터넷 기술의 지속적 발전과 보급, 모바일 인터넷 사용률의 증대, 시공간의 제약을 벗어날 수 있는 정보전달 기기의 발전 등에 힘입어 기업에서의 모바일 광고는 자사 고객들에 대한 제품 및 서비스 소개, 각종 판촉 및 홍보 등의 마케팅 활동을 위한 핵심 수단으로 이용되고 있다. 이러한 추세에 부응하기 위하여, 본 연구에서는 모바일 광고의 어떠한 특성요인이 모바일 인터넷 사용자들의 광고 수용의도에 직간접적인 영향을 미치는가, 나아가 이러한 모바일 광고의 특성과 광고 수용의도간의 관련성이 국가의 유형에 따라 어떻게 달라지는가를 실증적으로 분석하고자 한다.

Keywords

References

  1. eMarketer, Mobile Ad Spending Worldwide 2010-2016, http://www.chinainternetwatch.com/1521/chinas-mobile-ad-spending-2010-2016, 2012.
  2. Kim, B.C., The Antecedents of Influence on the Attitude toward Mobile Advertising, Advertising Research, Summer, KOBACO, pp.35-59, 2007.
  3. Ryu, J.Y., and Yoon, K., A Study on Mobile Advertising Acceptance and Word of Mouth Intention of Smartphone Users, Korean Journal of Advertising, KAS, 24(1), pp.297-318, 2013.
  4. Brackett, L.K., and Carr, B.N., Cyber Space Advertising vs. Other Media: Consumer vs. Mature Student Attitudes, Journal of Advertising Research, 41(5), pp.23-32, 2001.
  5. Haghirian, P., and Madlberger, M., Consumer Attitude toward Advertising via Mobile Devices: An Empirical Investigation among Austrian Users, In the Proceedings of the 13th European Conference on Information Systems, Regensburg, Germany, 2005.
  6. Lutz, R.J., MacKenzie, S.B. and Belch, G.E. (Eds.), Attitude toward the Ad as A Mediator of Advertising Effectiveness: Determinants and Consequences, 10, Ann Arbor, MI: Association for Consumer Research, 1983.
  7. MacKenzie, S.B., Lutz, R.J., and Belch, G.E., The Role of Attitude toward the Ad as A Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, 23, May, pp.130-143, 1986. https://doi.org/10.2307/3151660
  8. Okazaki, S., How do Japanese Consumers Perceive Wireless Ads?: A Multivariate Analysis, International Journal of Advertising, 23, pp.429-454, 2004. https://doi.org/10.1080/02650487.2004.11072894
  9. Tsang, M.M., Ho, S., and Liang, T., Consumer Attitudes toward Mobile Advertising: An Empirical Study, International Journal of Electronic Commerce, 8(3), pp.65-78, 2004.
  10. Lee, S.H., Song, K.I., Ahn, J.A., Kim, K.H., and Yeo, S.P., A Study on the Policy and System of Online Advertising, KOBACO, 2006.
  11. Leppaniemi, M., Sinisalo, J., and Karjauluto, H., A Review of Mobile Marketing Research, International Journal of Mobile Marketing, 1(1), pp.30-40, 2006.
  12. Petty, R.D., Wireless Advertising Messing: Legal Analysis and Public Policy Issues, Journal of Public Policy & Marketing, 22(1), pp.71-82, 2003. https://doi.org/10.1509/jppm.22.1.71.17627
  13. Yunos, H., Gao, J., and Shim, S., Wireless Advertising, IEEE Computer, pp.30-37, 2003.
  14. Peters, C., Amato, C.H., and Hollenbeck, C.R., An Exploratory Investigation of Consumers' Perceptions of Wireless Advertising, Journal of Advertising, 36(4), pp.129-145, 2007. https://doi.org/10.2753/JOA0091-3367360410
  15. Leppaniemi, M., Karjauluto, H., and Sinisalo, J., The Success Factors of Mobile Advertising Value Chain, The E-Business Review, 4(1), pp.93-97, 2004.
  16. Tahtinen, J., and Sinisalo, J., Special Features of Mobile Advertising and Their Utilization, In the Proceedings of the 33rd EMAC Conference, Murcia, Spain, 2004.
  17. Komulainen, H., Mainela, T., Sinisalo, J., Tahtinen, J., and Ulkuniemi, P., Business Models in the Emerging Context of Mobile Advertising, In the Proceeding of eBRF, Frontiers of E-Business Research 2004, Tampere, Finland, 2004.
  18. Carat Interactive, The Future of Wireless Marketing, Carat Interactive Agency, ttp://caratinteractive.com, 2002.
  19. Kannan, P.K., Chang, A.M., and Whinston, S.B., Wireless Commerce: Marketing Issues and Possibilities, Proceedings of the 34th Hawaii International Conference on System Sciences, 2001.
  20. Newell, F., and Lemon, K.N., Wireless Rule-New marketing Strategies for Customer Relationship Management Anytime Anywhere, McGraw-Hill e-Book, 2001.
  21. Lee, H.I., and Park, C., "An Effect of Type of Mobile Advertising and Characteristics of on the Attitude toward Advertising : Focused on Moderating Effect of Product Type, 2008 Conference Proceedings of KMIS, Spring, pp.1066-1071, 2008.6.
  22. Yoo, J.K., Current Status and Implications of Mobile Advertising, Policy of Broadcasting and Communications, KISDI, 13(14), pp.27-44, 2001.
  23. Hommer, B., The Mediating Role of Attitude toward the Ad Some Additional Evidence, Journal of Marketing Research, 29(1), pp.78-86, 1997.
  24. Howard, P.M., Consumer Behavior: Application of Theory, NY, McGraw-Hill Book Company, 1990.
  25. KT Advanced Institute of Technology, Core of Mobile Business: Mobile Advertising, Technology Hot Issues, 2010.7.
  26. Fishbein, M., and Middlestadt, S., Noncognitive Effects on Attitude Formation and Change: Fact or Artifact?, Journal of Consumer Psychology, 4, 1995.
  27. Davis, F.D., Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), pp.319-340, 1989. https://doi.org/10.2307/249008
  28. Ducoffe, R.H., Advertising Value and Advertising on the Web, Journal of Advertising Research, 36(5), pp.21-35, 1996.
  29. Wais, J., and Clemons, E., Understanding and Implementing Mobile Social Advertising, International Journal of Mobile Marketing, 3(10), pp.12-18, 2008.
  30. Yang, Y.J., A Research Study on Processing Effects and Mobile Advertising, Korean Journal of Advertising, KAS, 20(1), pp.227-242, 2009.
  31. Lee, J.W., Lee, S., and Lee, C.S., A Study on the Advertising Effect of Push-Type Mobile Advertisng, 2009 Joint Conference Proceedings of KASBA, Summer, pp.1-22, 2009.
  32. Park, C.W., Kim, E.J., Ahn, J.H., and Jang, J.J., Empirical Study on Factors Influencing the Value of Mobile Advertising: From the Perspective of Information Value, Information Systems Review, KMIS, 8(2), pp.29-49, 2006.
  33. Yoo, S.J., Kim, H.J., and Tang, H.L., A Stud on the Factors Affecting the Acceptance Intention for Mobile Ads., Information Systems Review, KMIS, 9(1), pp.1-21, 2007.
  34. Yang, B.H., and Kim, Y.C., A Model of Reciprocal Causation on Mobile Advertising: Integrating Mobile Technology into the Communication Effect of Ad, Korean Journal of Advertising, KAS, 19(3), pp.157-171, 2008.
  35. Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C., Multivariate Data Analysis with Readings, New York: Macmillan Publishing Company, 1992.
  36. Nunally, H., Psychometric Theory, McGraw-Hill: NY, 1978.

Cited by

  1. 위치기반서비스에서 구매의도에 영향을 미치는 요인: 프라이버시-신뢰-행동의도 모형을 중심으로 vol.19, pp.10, 2013, https://doi.org/10.9708/jksci.2014.19.10.175