지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2012.5
- 수록면
- 287 - 299 (13page)
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초록· 키워드
오류제보하기
In order to perform mobile marketing activities more effectively, mobile advertising is considered to be a continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising, their experience and the type of mobile phone they have. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research:
1. How consumers" perceived mobile advertising value is affected by company-factors or consumer-factors?
2. Does any company-factor or consumer-factor have a moderating effect between consumers" perceived mobile advertising value and advertising attitude?
According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer"s perceived mobile advertising value positively. On the other hand, the result of hierarchical regression analysis reveal that, among company-factors, incentive is the most attractive to consumers as expected. Among consumer-factors, the level of involvement leads different attitudes. And, smart phone users are more accustomed to various forms of mobile advertisement and hold optimistic attitudes than 2G phone users. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. Finally, as people become more and more familiar with the mobile advertising, prior permission and experience seem less important.
1. How consumers" perceived mobile advertising value is affected by company-factors or consumer-factors?
2. Does any company-factor or consumer-factor have a moderating effect between consumers" perceived mobile advertising value and advertising attitude?
According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer"s perceived mobile advertising value positively. On the other hand, the result of hierarchical regression analysis reveal that, among company-factors, incentive is the most attractive to consumers as expected. Among consumer-factors, the level of involvement leads different attitudes. And, smart phone users are more accustomed to various forms of mobile advertisement and hold optimistic attitudes than 2G phone users. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. Finally, as people become more and more familiar with the mobile advertising, prior permission and experience seem less important.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical background
Ⅲ. Research framework and Scales
Ⅳ. Empirical analysis
Ⅴ. Conclusion
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