THE INFLUENCE OF PERCEIVED UTILITY, CONTEXTUAL RELEVANCE AND LIFESTYLE ON THE ACCEPTANCE OF MOBILE ADVERTISING

Reza Ashari Nasution,Aghniadi,Devi Arnita 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Purpose – This paper holds a purpose to examine the influence of perceived utility, contextual relevance and lifestyle on the acceptance of mobile advertising among millennials in Indonesia (specifically in Bandung). The three factors represent an extension of the general model of mobile advertising which is largely influenced by the Theory of Reasoned Action (TRA). The factors are proposed to extend the model to include factors at individual (receiver), object (message) and contextual levels. Lifestyle, Perceived Utility, and Contextual Relevance are factors at individual, object and context that are posited to influence the acceptance of mobile advertising in this study. Specifically, the current study is aimed at elaborating the role of those factors in influencing the acceptance of mobile advertising among millennials in Bandung, Indonesia. Relevant theories – mobile marketing definition and scope from various literature, Theory of Reasoned Action (TRA), theory of perceived utility, consumers’ utilization of contextual information in mobile advertising, and the influence of lifestyle – as representation of individual factor – on mobile advertising acceptance are the most relevant theories for the current paper. Design/methodology/approach – The research was conducted by devising a new model that includes acceptance of mobile advertising, attitude toward mobile advertising, subjective norm in relation to mobile advertising, perceived utility of mobile advertising, contextual relevance of message and income (as representation of individual lifestyle). The questionnaires distributed to young adults segment within varsity area. The data is then examined and evaluated through structural equation modelling (SEM) which requires analysis on measurement and path model. Findings – The study resulted in several findings, mostly confirming proposed hypotheses in varying degrees. The results conclude that attitude is of great importance in the acceptance of mobile advertising. Subjective norms and contextual relevance are positively related to attitudes — which lead to acceptance, while both perceived utility and income in negative relations to attitude and acceptance consecutively. Research implications and limitations – This study adds up to the growing amount of related research in various countries. Companies making use of the mobile advertising as part of their promotional strategies should always think of the manner and matter by which the advertisements arrive while serving as benefit for marketers and consumers. A good mobile advertising strategy will put more effort into giving useful information that is appropriate to the context and consumer segments it targeted. This research is conducted on respondents from Indonesian consumers, specifically in the area of Bandung, which may not represent the other segments of users of mobile advertising. In addition, the case covers a convenience sample of consumers that may again impact the representativeness of the research findings. Originality/value – This study provides findings on the effects of contingency factors that have been missing in the previous research on the acceptance of mobile advertising. Paper type – Applied research

광고 인지도와 수용도 분석에 기반한 사용자 중심 모바일 광고 UX 디자인 연구

정혜수 ( Jeong¸ Hye Soo ),유승헌 ( Yoo¸ Seung Hun ) 디자인융복합학회(구.한국인포디자인학회) 2020 디자인융복합연구 Vol.19 No.6

모바일 광고는 수익 극대화에 초점이 맞춰져 있어 사용자에게 부정적인 광고 경험을 형성한다. 본 연구는 모바일 광고 UX의 인지적 분석 및 모바일 광고를 구성하는 디자인 요소를 토대로 실증적인 사용자 연구를 수행하고 사용자가 거부감 없이 최적화하여 수용 가능한 범위의 모바일 광고 경험 품질을 향상하기 위한 디자인 가이드를 제안하고자 한다. 연구 과정으로는 첫째, 모바일 광고의 시각 요소를 인지적 측면에서 분석하고 광고 유형에 따른 디자인 요소를 분류하였다. 둘째, 모바일 광고 인지 및 광고 유형에 해당하는 디자인 요소를 바탕으로 연구 모형을 제시하였다. 셋째, 연구 모형을 토대로 다섯 가지 모바일 광고 경험 가설을 제시한 뒤 가설을 적용한 프로토타입을 제작하여, 사용자의 모바일 광고 인지도와 수용도를 정량, 정성 분석하였다. 넷째, 분석된 연구 종합 결과를 바탕으로 모바일 광고 디자인 요소에 따른 모바일 광고 개선안을 제안하였고, 수용 가능 범위를 검증하였다. 본 연구결과는 추후 부정적인 광고 경험을 개선하는 모바일 광고 가이드라인으로 확장할 수 있으며 실제 모바일 시장에 적용 가능할 것이다. Mobile advertising has become a big opportunity in the advertising market, but ads that are only focused on the profit side of advertising give users a negative advertising experience. Therefore, we would like to propose improvements to improve the quality of mobile advertising experience by conducting user studies based on cognitive analysis of mobile advertising and design elements that correspond to mobile advertising. This study first analyzed mobile advertising from a cognitive perspective and classified design elements according to advertising type. Second, a research model was presented based on mobile advertisement recognition and mobile advertisement design elements. Third, after producing prototypes corresponding to five hypotheses based on the research model, the recognition and acceptance of mobile advertisements were quantified and analyzed in a qualitative manner. Fourth, based on the comprehensive results of the analyzed research, a mobile advertising improvement plan was proposed. Such research can be extended to mobile advertising guidelines that mitigate negative advertising experiences and will be applicable to the real mobile market.

DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG YOUNG MILLENNIALS

Reza Ashari Nasution,Dwine Fatimah Azzahra,Devi Arnita 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Purpose – Research on technology acceptance involves one's psychological aspect, known as technology readiness. Particularly in the digital acceptance context related to mobile advertising, this psychological condition is referred to digital readiness. Nasution, Rusnandi, Qodariah and Arnita (2018) argue that digital readiness is a prominent factor in the adoption of technology and digital applications. They have proven the importance of this digital readiness in their research on digital mastery level in a telecommunication company in Indonesia. The purpose of this paper is to investigate the effect of digital readiness on the acceptance toward mobile advertising among millennials in Bandung, Indonesia. Relevant theories – Mobile advertising is part of digital advertising, as stated by Nasution & Aghniadi (2016), they define mobile advertising as a form of digital advertising that has attentions on engaging a strong communication to audience. This type of advertising adoption is still continuously growing and becoming preferable form of advertising for the Millenials. Researchers developed a model that links the influence of digital readiness to mobile advertising acceptance. In addition to these relationships, the research model they developed from the Technology Acceptance Model also included the influence of perceived usefulness and perceived risk to mobile ads acceptance. Design/methodology/approach – The research model is developed from Technology Acceptance Model (TAM) with a specific attention to assessing whether digital readiness influences the respondents’ perception of usefulness and risk of mobile advertising. The research performs quantitative approach using survey that is formed based on previous literature and conceptual model. Structural equations modelling (SEM) is also conducted to test the constructed model and the proposed hypotheses. Byme (2010) states the significance of the estimated coefficients for the hypothesis relationships which indicate whether the relationship between constructs held true or not. This research will then compare between three models that are differed by range of respondents’ ages. First model will be combined age that is 17-24 years old, second model is 17-20 years old and third model is 21-24 years old. Findings – The results show that digital readiness has a significant influence towards mobile advertising acceptance among Millennials, in which action readiness is more considered than attitudinal readiness in terms of further assessing mobile advertising. In addition, the study also illustrates Millennials’ perception of usefulness and risk of receiving mobile advertising. Younger group (17 – 20 years old) will not be affected much by usefulness of mobile advertising rather than the older group who will consider much about usefulness on accepting mobile advertising. The group also will take risk along with their ability to accept mobile advertising. It contradicts with the older group (21 – 24 years old) who see risk as hindrance in accepting mobile advertising. Research limitations/implications – The area coverage of respondents only included several cities across Java and does not concern about the place of origin of respondents. Besides, this research also possesses an age limit for its respondents that range from 17 to 24 years old to limit the diversity of attitudes, beliefs and perceptions. Originality/value – This study focuses on the concept of Technology Acceptance Model (TAM) in which the digital readiness is applied in the context that has not been conducted in Indonesia. Researchers conducted an empirical study on the effect of digital readiness on mobile advertising that is part of digital technology. The results of this research provide opportunities for digital readiness applications in research on the adoption of other digital technologies. Paper type - Applied research

모바일 동영상 광고 편익-비용 인식, 광고에 대한 태도, 모바일 동영상 이용량이 모바일 동영상 광고태도에 미치는 영향

이기영(Ki-Young Lee) 한국자료분석학회 2024 Journal of the Korean Data Analysis Society Vol.26 No.1

본 연구는 모바일 동영상 광고태도 형성에 관여하는 선행요인을 규명하는 것을 주목적으로 한다. 구체적으로, 모바일 동영상 광고에 대한 유용성 및 오락성 인식을 편익 인식(perceived benefit)으로, 모바일 동영상 광고노출에 따른 프라이버시 침해 우려와 침입성 인식을 비용 인식(perceived cost)으로 설정하여 이들 인식 변인들이 모바일 동영상 광고태도에 미치는 영향과 상대적 중요도를 검증하였다. 이에 더해, 모바일 디바이스 이용자의 광고에 대한 태도(attitude toward advertising in general)가 모바일 동영상 광고태도에 미치는 영향을 살펴보았다. 마지막으로, 이들 인식 변인들과 모바일 동영상 광고태도간의 관계성에 개입하는 조절변인으로 모바일 동영상 이용량을 제안하고 이를 위계적 회귀분석(hierachical regression)을 통해 검증하였다. 가설검증은 스마트폰으로 동영상 콘텐츠 시청 시 노출되는 동영상 광고를 대상으로 이루어졌다. 설문 분석결과(N=406), 동영상 광고 노출 시 스마트폰 이용자가 체감하는 비용 인식보다는 편익 인식이 동영상 광고태도 형성에 주요한 영향을 미친 것으로 나타났다. 한편, 광고에 대한 호의적인 태도는 모바일 동영상 광고태도에 긍정적인 영향을 미쳤으며, 모바일 동영상 이용량은 프라이버시 침해 우려 및 침입성 인식 변인과 상호작용하여 스마트폰 이용자들의 동영상 광고태도에 영향을 미치는 것으로 나타났다. This study aimed to identify antecedents of smartphone users’ attitudes toward mobile video advertising. Specifically, this study examined the impact of various perception factors by proposing perceptions of usefulness and entertainment offered by mobile video advertising as perceived benefits, whereas proposing privacy concerns and perceived intrusiveness experienced by being exposed to mobile video advertising as perceived costs. In addition, this study investigated the impact of smartphone users’ general perceptions toward advertising in general on their attitudes toward mobile video advertising. Via hierarchical regression, this study further investigated a moderating effect of mobile video usage on the relationship between the preceding perception factors and mobile video advertising attitude. Results indicate that attitude toward advertising in general, as well as perceived usefulness and entertainment, had significant, positive effects on attitude toward mobile video advertising, while perceived intrusiveness had a significant, negative effect. Moreover, mobile video usage interacted with both privacy concerns and perceived intrusiveness to influence mobile video advertising attitude.

소비자 모바일광고리터러시의 개념화와 척도개발 - 질적·양적 방법론을 통한 검증 -

구명진 ( Koo Myoungjin ),여정성 ( Yeo Jungsung ) 한국소비자학회 2018 소비자학연구 Vol.29 No.2

모바일 광고의 급격한 성장으로 광고와 소비자 간의 관계 또한 크게 변화함에 따라, 소비자가 모바일 광고에 대해 갖추고 있는 광고리터러시를 파악하기 위해서는 기존의 광고리터러시 개념을 재검토할 필요가 대두되었다. 이에 따라 본 연구는 소비자 모바일광고리터러시의 개념을 새로이 도출하고, 이에 근거하여 실제 소비자의 모바일 광고에 대한 리터러시 수준을 측정할 수 있는 척도를 개발하고자 하였다. 기존의 광고리터러시 개념은 광고의 수동적인 처리를 전제하여 발전해왔으며, 이론적 검토를 통해 소비자 측면과 모바일 광고 측면에서 개념을 확장할 필요성을 발견하였다. 소비자·전문가 면접조사를 병행한 질적연구를 통해 소비자 모바일광고리터러시 개념을 정보차원의 광고리터러시, 효용 비용차원의 광고리터러시, 기술차원의 광고리터러시의 세 차원으로 새로이 구성하였으며, 각 하위차원별 세부요소 또한 다음과 같이 도출하였다. 정보차원의 광고리터러시는 광고와 컨텐츠의 구분능력, 광고내용 이해능력, 광고기만성 판별능력, 광고관련 정보탐색능력, 광고관련 소비자문제 대처지식, 광고발신·관리주체 인지능력으로 구성하였다. 효용·비용차원의 광고리터러시에는 효용인지능력과 비용인지능력을, 기술차원의 광고리터러시에는 광고노출가능성에 대한 사전인지능력, 기술적 조작능력(혜택활용), 기술적 조작능력(비용회피), 신기술 광고사기유형 인지능력을 포함하였다. 이와 같이 도출한 소비자 모바일광고리터러시의 개념에 근거하여, 소비자의 실제 리터러시 수준을 효과적으로 측정할 수 있는 척도를 개발하였다. 개발한 측정문항들은 소비자 설문조사를 이용하여 통계적으로 검증하였으며, 그 결과 신뢰도와 타당도를 확보한 소비자 모바일광고리터러시 척도를 완성하였다. 본 연구는 소비자가 모바일 광고를 접할 때 갖추어야 할 기본적 리터러시들을 포괄적으로 아우르는 새로운 소비자 모바일광고리터러시 개념을 도출하였으며, 더 나아가 실제 소비자의 현황을 효과적으로 파악할 수 있는 척도를 마련하였다. 본 연구의 결과가 소비자 모바일광고리터러시에 대한 학문적 지식의 총체를 발전시킴과 동시에, 광고관련 소비자 복지 향상을 위한 정확한 진단과 구체적 개선안 마련에 유용하게 활용되기를 바란다. The growth of mobile advertising market have changed the role of consumers, who formerly acquired information from the Ads they encounter or just ignored them. The abilities needed for consumers in the process were centered on the cognitive abilities to recognize the context of the Ads and, if necessary, to understand the information of Ads critically. This kind of ability was named as ‘Advertising Literacy’ in the current literatures. However, there is a need for a new concept and measuring tool of advertising literacy for mobile advertising due to the changed role of consumers in the current mobile advertising market. For this purpose, this study conducted qualitative and quantitative studies for the conceptualization and scale development of ‘Consumer Literacy on Mobile Advertising.’ Through a qualitative analysis of data from interviews with consumers and experts of Ad-related fields, this study established and verified the concept of consumer literacy on mobile advertising, which consists of three sub-dimensions (Informational dimension, Cost-benefit dimension, Technical dimension) of Advertising Literacy. This study also constructed the elements of three dimensions of Consumer Literacy on Mobile Advertising based on the result of the interviews as follows. Information aspect (ability to recognize ads, ability to understand the ad contents, ability to recognize ad deception, supplementary information searching ability, problem-solving ability for mobile ads, ability to recognize mobile ad platform), Cost-benefit aspect (knowledge on cost of mobile ad, knowledge on benefit of mobile ad), Technical aspect (preliminary knowledge on ad exposure possibility, technical skills to avoid mobile ad cost, technical skills to utilize mobile ad benefit, knowledge on the types of technical ad fraud). Based on the sub-dimensions and elements derived, the scale of consumer literacy on mobile advertising was developed. The scale was designed to include the items requiring consumers to answer the questionnaire based on the real materials selected according to the clear criteria, so that the activated literacy can be measured effectively. The reliability and validity of the scale was statistically verified using two sets of consumer survey data. The concept derived from this study reflects both the diverse role of consumers and the complex characteristics of mobile advertising, so that encompass the essential capabilities for consumers with mobile ads in a single frame. In addition, the measuring tool developed on the basis of the concept can provide a comprehensive diagnosis of important issues consumers experience with mobile advertising. Based on this, it is possible to plan more specific improvements such as the development of consumer-oriented educational programs for mobile advertising. Hopefully it is expected that the concept and scale of consumer literacy on mobile advertising presented in this study provides additional academic knowledge and is utilized as a practical tool to diagnose the mobile advertising environment and the consumer's literacy to contribute to improving consumer sovereignty.

모바일 광고의 단계별 수용과정에 관한 연구

남기화 ( Ki Hwa Nam ),여정성 ( Jung Sung Yeo ) 한국소비자학회 2011 소비자학연구 Vol.22 No.4

본 연구에서는 모바일 광고 수용자로서 소비자 관점에서 모바일 광고에 대한 인식을 살펴보고 모바일 광고에 대 한 단계별 수용과정을 검증하였다. 이를 위해 모바일 광고 노출 여부를 통제하는 단계, 광고 노출 후 접속 여부를 선택하는 단계, 광고정보를 처리하는 단계로 구분되는 모바일 광고 수용과정에 대한 연구모형을 설정하였다. 그리고 1,008명의 소비자를 대상으로 하는 자기기입식 설문과 실험설계를 통해 모바일 광고 수용과정을 검증하고 분석하 였다. 모바일 광고에 대한 소비자 인식을 분석한 결과, 전반적으로 모바일 광고의 상호작용성, 개인맞춤성, 혜택제공성 과 같은 효용요인에 대한 인식이 낮고 모바일 광고로 인한 개인정보 침해, 성가심, 요금 발생과 같은 비용요인에 대 한 인식이 높은 것으로 나타났다. 이러한 결과는 소비자들이 모바일 광고에 대해 내게 필요하거나 내 상황에 맞는 정보가 제공되지 않을 뿐만 아니라 잘못 접속하면 통화료가 발생하거나 부당한 요금이 청구될 우려가 있다고 인식 하고 있기 때문인 것으로 보인다. 모바일 광고를 수용하는 과정에서는 광고 정보의 개인맞춤성과 광고의 상호작용성에 대한 인식이 높을수록 그리 고 광고 노출 보상에 대한 태도가 긍정적일수록 광고 노출에 대한 사전동의 의향이 높게 나타났다. 또한 광고 노출 에 대한 사전동의 의향이 높을수록, 광고에 대한 태도가 긍정적일수록 광고 접속의향이 높아지고, 광고 정보처리동 기에 따라 접속의향에 차이를 보였다. 그리고 광고 정보처리동기와 능력에 따라 정보처리 경로가 다르게 나타났다. 따라서 본 연구에서 가정한 바와 같이 소비자가 모바일 광고를 수용하는 데 있어서 노출통제, 접속선택, 정보처리로 구분되는 단계별 수용과정을 거친다는 것을 알 수 있었다. 본 연구는 모바일 광고의 수용과정을 단순화한 선행연구와 달리 소비자의 능동적인 광고 수용 관점에서 노출통제 단계, 접속선택 단계, 정보처리 단계로 구분된 단계적 접근을 시도함으로써 모바일 광고 수용과정을 이해하기 위한 체계적인 분석이 이루어졌다는 데 의의가 있다. 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.

ASP를 이용한 광고주 주도형의 모바일 광고 시스템에 관한 연구

이재원(Lee Jae-Won),김호윤(Kim Ho-Yoon),나은구(Na Eun-Gu),송경욱(Song Kyoung-Wook) 한국전자상거래학회 2003 전자상거래학회지 Vol.4 No.2

  We interest in mobile application field and application development with wireless internet and mobile business growth, and field of them is mobile advertisement. Existent mobile advertisement server to achieve mobile advertising is not system of ASP(Application Service Provider) base or the merchandise management and customer management function is lacking real condition. This research develops the mobile advertising server development of ASP form that has advertiser leading-type advertising manufacture, customer management and merchandise management function. Using developed system, advertiser sends out mobile advertising message of text base to customer who becomes own permission without lead-time delay of advertisement creation. Developed mobile advertising server as ASP form, advertiser who wishes to send out mobile advertisement can contribute in easily available in World Wide Web and stagnated mobile ASP business activation.

Predictors of Mobile Advertising Avoidance: What Makes People Avoid Mobile Advertising?

엄남현 한국콘텐츠학회 2019 International Journal of Contents Vol.15 No.4

This study is designed to examine antecedents and consequences of mobile advertising avoidance. However, to date, research on mobile advertising avoidance has been scarce. Thus, this study makes significant contributions by addressing understudied areas in mobile advertising. Study results show that the perceived mobile advertising risk is positively related to mobile advertising avoidance. This study found that the perceived trust in mobile advertising is negatively linked to mobile advertising avoidance. The study results show that the perceived Internet users’ data privacy concerns is positively linked to mobile advertising avoidance. Finally, study results suggest that mobile advertising avoidance is positively linked to intention to delete the ad.

모바일 메신저 광고의 속성 요인들이 광고효과에 미치는 영향에 관한 연구: 오락성, 정보성, 침입성을 중심으로

이경렬 ( Kyung Yul Lee ) 한국커뮤니케이션학회 2021 커뮤니케이션학연구 Vol.29 No.1

최근에 모바일 메신저 앱 이용자 수가 증가하면서 모바일 메신저 앱 광고 시장이 급성장하고 있다. 모바일 메신저 앱 광고는 채팅창에서 유저들이 대화를 하는 듯한 친근한 포맷으로 일회성 판매 촉진과 같은 소비자들의 제품 구매나 서비스 회원 가입 및 구독과 같은 직접 전환(direct conversion)을 유도하는 데에 효과적이다. 본 연구는 첫째, 모바일 메신저 앱 광고의 효과에 영향을 미치는 메시지 속성 요인은 무엇이며, 둘째, 이러한 속성 요인들이 광고태도를 경유하여 브랜드 태도에 미치는 영향을 검증하였다. 연구 결과 모바일 메신저광고의 3가지 속성 요인들인 오락성, 정보성, 침입성이 광고태도에 미치는 3개의 회귀 계수들은 모두 통계적으로 유의미한 것으로 나타났으며, 이 중 오락성의 표준화 회귀계수가 가장 큰 것으로 나타나. 광고태도의 가장 강력한 예측 변인임을 알 수 있다. 또한 구조방정식 모형 분석 결과 오락성, 정보성, 침입성을 포함한 모바일 메신저 광고의 속성 요인들이 모바일 메신저 광고에 대한 이용자의 태도를 경유하여 브랜드 태도에 영향을 미치는 것으로 나타나, 광고태도가 오락성, 정보성, 첨입성 등을 포함한 모바일 메신저 광고의 속성 변인들과 브랜드 태도를 이어 주는 매개 변수로서의 역할을 할 것이라는 연구 모형은 타당한 것으로 입증되었다. 따라서 모바일 메신저 광고의 효과를 높이기 위하여 오락성을 강화하여 모바일 메신저 광고에 대한 긍정적인 태도를 강화하는 실행 전략이 필요한 것으로 판단된다. The purpose of this study is to examine information processing of mobile messenger app advertising. This study established and tested the path model that three attributes of mobile messenger ad such as entertainment, informativeness, and intrusiveness have indirect effects on attitude toward brand via attitude toward advertising. A total of 300 mobile messenger users, who experienced mobile messenger ad recently was surveyed to gather data needed to test the path model. The results of structural equation model analysis showed that three attributes of mobile messenger ad such as entertainment, informativeness, and intrusiveness had indirect effects on attitude toward brand via attitude toward advertising. It is concluded that attitude toward advertising played an intermediating role between three attributes such as entertainment, informativeness, and intrusiveness and mobile messenger users’ attitude toward brand. This study also showed that entertainment of three attributes was the best predictor of attitude toward advertising of mobile messenger users followed by intrusiveness and informativeness. It is noted that intrusiveness had negative relationship with attitude toward advertising of mobile messenger users while entertainment and informativeness had positive relationship with attitude toward advertising of mobile messenger users. Therefore, it is highly recommended to develop message to enhance entertainment to increase mobile messenger users’ positive attitude toward brand via attitude toward advertising.

A study on consumers’ experiences and avoidances of mobile shopping application advertisements

김지수,이승희 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.2

This study aimed to analyze consumers’ experiences and avoidances of mobile shopping application advertisements. Preceding mobile shopping studies were reviewed to meet this objective and to understand mobile shopping characteristics; consequently, mobile shopping application advertisement types were selected for analysis. This study sampled 200 male and female consumers in their 20s and 30s who had experience in using mobile shopping applications. Their experiences regarding shopping application advertisements, their clicks and irritations, and particularly their avoidance of these advertisements were analyzed by advertisement type. Finally, subjects’ experiences in avoiding mobile shopping application advertisements were discussed. This study’s results can be summarized as follows: First, the group with no experience in mobile shopping application advertisements demonstrated a higher tendency to avoid these advertisements. Second, the group with experiences in clicking on mobile shopping application advertisements tended to avoid them more than their counterpart group. Third, the “reward” ad type was most favored by consumers, and alternatively, the “pop-up” ad type was shown to irritate both genders. In summary, the companies that create these application advertisements are advised to operate their own mobile shopping application advertisements with caution, to prevent irritating consumers or forcing them to avoid their advertisements.