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- 저자 : 남기화 ( Ki Hwa Nam ) (검색결과 3 건)
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남기화 ( Ki Hwa Nam ),여정성 ( Jung Sung Yeo ) 한국소비자학회 2011 소비자학연구 Vol.22 No.4
Due to the proliferation of smart phones, the opening of content market and so on, the interest in mobile advertising has been increasing. Contrast to traditional media advertising, mobile advertising provides customized information and economic benefits to consumers. But mobile advertising can cause damage to consumers because it should be applied to personal information and consumers can purchase immediately through mobile advertising. Therefore it is important to build the environment that consumers can use mobile advertising as source of information without concern about damage. To achieve this, a study on consumers` acceptance process of mobile advertising must precede. The purpose of this study is: 1) to analyze the consumer awareness of mobile advertising from utility and cost point of view, 2) to set and verify the theoretical model for acceptance process of mobile advertising. In this study, mobile advertising is defined as the usage of interactive mobile media(such as smart phones and feature phones) to transmit advertising message to consumers in form of time and location sensitive, personalized information with the overall goal to promote goods and services through mobile network. A survey was carried out self-administered questionnaire and experimental design involving 1,008 consumers aged between 14 and 49. In order to maintain the same character of experimental group, it was designed 24 experiments consisting of 42 members. To verify the acceptance process of mobile advertising, the research model is divided into 3 steps; the exposure control step, the access selection step, and the information processing step. The analysis of the consumer awareness of mobile advertising is as following. The awareness of cost was higher than that of utility. Among the awareness of utility, the interaction(3.06) and the receiving benefits(3.04) were relatively high but the personalization (2.67) was lowest. Among the awareness of cost, the incurring fee(5.81) was highest. Followed by the awareness of privacy invasion(5.43) and irritation(5.41). It means that consumers perceive mobile advertising as annoying things, not useful things. Because they think that information of mobile advertising is not personalized and mobile advertising has the risk to incur charge by its access. The analysis of the consumers` acceptance process of mobile advertising is as following. In the exposure control step, the higher the awareness of personalization and interaction was and the more the attitude toward incentive for advertising exposure were affirmative, the higher the intention of prior consent for advertising exposure was. The access selection step as second step was divided into two process, from the intention of prior consent for advertising exposure to the intention of access toward advertising and from the attitude toward advertising to the intention of access toward advertising. The higher the intention of prior consent was, the higher the attitude toward advertising was. If the utility of advertising was high, the attitude toward incentive were affirmative, and the irritation from advertising was low, the attitude toward advertising was affirmative. And the more the attitude toward advertising was affirmative, the higher the intention of access toward advertising was. The awareness of incurring fee also affected the intention of access toward advertising. In the information processing step, the information processing route was affected by the information processing motive, its ability, and the type of advertising cues. To sum these results up, the higher the intention of prior consent for advertising exposure was and the more the attitude toward advertising was affirmative, the higher the intention of access toward advertising was. If the information processing motive was high, the intention of access toward advertising was high. The information processing route was divided according to information processing motive and its ability. These results said, as this study was supposed, that consumers went through progressive acceptance process divided into exposure control step, access selection step, and information processing step. This study is important that it contributes to lay the theoretical foundation for the progressive acceptance process of mobile advertising in point of consumers as the advertising audience. For future studies, the suggestions were as follows. Studies need to be carried out to design the experiment exposed to advertising via mobile media and to include various types of mobile advertising and the mobile media according to their development.
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