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A Study on the Relationship between Mobile Advertisement Exposure and the Willingness to Buy according to the Characteristics of the Smart Phone Users
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스마트폰 이용자의 특성에 따른 모바일 광고 노출과 구매의사 간의 관계에 관한 연구

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Type
Academic journal
Author
Sang-Joon An (경희대학교) Se-Won Oh (금솔커뮤니케이션) Tae-Hwan Kim (안양대학교)
Journal
Global e-Business Association The e-Business Studies Vol.19 No.6 KCI Accredited Journals
Published
2018.12
Pages
121 - 136 (16page)
DOI
10.20462/TeBS.2018.12.19.6.121

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A Study on the Relationship between Mobile Advertisement Exposure and the Willingness to Buy according to the Characteristics of the Smart Phone Users
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Abstract· Keywords

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This study aims to investigate the relationship between exposure to mobile advertising and purchase intention. Concretely, this study investigated the relationship between exposure to mobile advertising and purchase intention with the sex, marital status and occupation of people exposed to mobile advertising as moderating variables. The exposure to mobile advertising was defined at two levels, including the frequency of exposure and the level of forced exposure.
The contributions of this study are summarized as follows: First, this study has a significance that it can supplement the limitation of the existing concept of exposure to online advertising (Ad view or impression) measured by the advertising server by dividing exposure to mobile advertising into ‘skip’-type advertisement and ‘time-elapse’-type advertisement according to the level of forced exposure to advertising and verifying the advertising effect accordingly.
Second, this study has a significance that it measured the effect by carrying out advertising materials of the actual products and services in an actual media environment.
#Smart Phone #Mobile Advertisement #Exposure to Advertising #Forced Exposure #Willingness to Buy #스마트폰 #모바일 광고 #광고 노출 #강제 노출성 #구매의사

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 분석방법
Ⅳ. 실증분석
Ⅴ. 결론
References
국문초록

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