Factors Affecting the Purchase Intention of Mobile Advertising : Focusing on the Comparison between Korea and Russia

모바일 광고특성이 구매의도에 미치는 영향: 한국과 러시아를 중심으로

  • 김승권 (정보통신산업진흥원 SW공학센터) ;
  • 윤종수 (강남대학교 경영학부)
  • Received : 2014.07.22
  • Accepted : 2014.09.05
  • Published : 2014.11.29


With the rapid mobile phones and global diffusion of mobile marketing it is very important to understand cross-national consumer attitude and behavioral intentions toward mobile marketing as a promotional channel. Some areas of mobile advertising still need more investigation. Especially, the topic about consumer attitude toward mobile advertising has been received a considerable amount of attention. Based on the Technology Acceptance Model (TAM), this study investigates the relationship between characteristic of mobile advertising and purchase intention toward mobile advertising, and analyzes moderating effect of country type. The result of this study could help researchers and practitioners to understand which factors should be managed to increase the effectiveness of mobile advertising.


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