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

Korean Society of Computer Information (한국컴퓨터정보학회)
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Antecedents and Consequences of Smartphone Advertising Engagement

스마트폰환경에서의 광고 인게이지먼트 선행요인과 결과요인에 관한 연구

  • Received : 2013.07.10
  • Accepted : 2013.08.30
  • Published : 2013.09.30
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Abstract

As the number of Smartphone users increases, mobile advertising market has been expanding rapidly. In line with this, the ways to evaluate mobile advertising effectiveness are diversified, and engagement is one of the crucial qualitative and multi-dimensional evaluation methods of mobile advertising. Thus, the purpose of this study is to identify key antecedents and consequences of mobile advertising engagement, and examines the structural relationships among those research variables. Informativeness and personalization were selected as antecedents of engagement, trust and e-WOM intention were selected as consequences of engagement based on the review of previous studies. Data collected from survey was used to assess research hypotheses. Results show that informativeness and personalization have significant and positive effects on engagement, and engagement influences on trust and e-WOM intention. In addition, trust is proven to be positively related to e-WOM intention.

스마트폰 보급이 확대됨에 따라 모바일 광고시장이 확대되고 있으며, 모바일 광고의 효과성에 대한 평가방법이 다변화되고 있다. 이 중 인게이지먼트는 모바일 광고를 정성적인 관점에서 보다 다차원적으로 측정할 수 있는 중요한 효과측정모형이다. 이에 본 연구에서는 스마트폰 기반의 모바일 광고 인게이지먼트의 선 후행요인을 규명하고, 이들 요인들 간의 관계를 규명하고자 하였다. 문헌연구를 통해 정보성과 개인화는 인게이지먼트의 선행요인으로, 신뢰와 e-WOM 의도는 결과요인으로 도출하였다. 설문조사에서 수집한 유효 데이터를 이용하여 연구가설을 검증한 결과는 다음과 같다. 정보성과 개인화가 인게이지먼트에 유의미하게 긍정적인 영향을 주었다. 또한 인게이지먼트는 신뢰와 e-WOM 의도 형성에 매우 중요한 역할을 하는 것으로 나타났다. 마지막으로 신뢰도 e-WOM 의도에 긍정적인 영향을 주는 것으로 나타났다.

Keywords

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