Journal of Intelligence and Information Systems (지능정보연구)

Korea Intelligent Information System Society (한국지능정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of the Context Awareness Value on the Smartphone Adopter' Advertising Attitude

스마트폰광고 이용자의 광고태도에 영향을 미치는 상황인지가치에 관한 연구

  • Yang, Chang-Gyu (Administration Part, Gyeonggi Tourism Organization) ;
  • Lee, Eui-Bang (Division of Management Information Systems, Sogang Business School, Sogang University) ;
  • Huang, Yunchu (College of Business Administration, Kwangwoon University)
  • 양창규 (경기관광공사 경영기획실) ;
  • 이의방 (서강대학교 경영전문대학원) ;
  • 황운초 (광운대학교 경영대학)
  • Received : 2013.08.17
  • Accepted : 2013.09.04
  • Published : 2013.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

스마트폰 광고시장의 급격한 성장으로 그간 광고태도연구에서 주요한 요인으로 고려되었던, 재미(Entertainment), 정보(Information), 짜증(Irritation)과 같은 일반적으로 광고가치에 영향을 주는 요인 외에 스마트폰의 특성에 의해 발생하는 상황인지가치(Context Awareness Value)에 대한 관심이 높아지고 있다. 그간 상황인지가치에 영향을 주는 요인을 찾기 위해 주로 위치(Location)를 중심으로 연구되어 왔는데, 스마트폰을 통해 발생하는 상황인지가치는 위치 이외에도 다양하다고 할 수 있다. 즉, 무선인터넷기술의 활용을 통한 SNS 활용, 유심카드를 이용한 개인 확인, 다양한 앱의 활용 등의 변화는 기존의 모바일기기에서 제공하는 기능들의 활용이 더욱 중요해지고 있고, 이로 인해 발생하는 다양한 상황인지가치의 요인이 존재한다고 할 수 있다. 따라서, 본 연구는 이동통신시장의 광고채널이 스마트폰으로 전환되면서 발생하는 상황인지가치의 영향을 고려한 분석을 실시하여, 이전 연구에서 고려되지 못했던 최근 광고시장 상황이 반영된 연구결과가 도출되었다고 할 수 있다. 분석결과에 따르면, 이전의 광고태도 연구에서 주요한 요인이라고 여겨졌던 재미와 짜증은 영향은 적어지고, 여전히 정보가 미치는 영향은 크게 작용되고 있어 이는 현재의 정보화시대에서 정보의 중요성 및 영향력에 대한 이해와 분석도 여전히 필요하다고 할 수 있다 스마트폰으로 인한 광고시장변화에 따라 활동(Activity), 시기(Timing), 위치(Location) 등과 같은 상황인지가치가 광고태도에 긍정적인 영향을 미친다는 점을 확인하였으며, 신원은 영향이 없음으로 나타났다. 또한 광고가치와 상황인지가치는 스마트폰 광고태도에 유의한 영향이 있음으로 나타났다. 본 연구결과는 스마트폰광고 시 이용자가 원하는 정보를 이용자의 상황에 최적화시켜 스마트폰 광고를 실시하여야만, 광고효과를 극대화 할 수 있다는 점을 시사한다.

Keywords

References

  1. Abowd, G., A. Dey, P. Brown, N. Davies, M. Smith, and P. Steggles, Towards a better understanding of context and context-awareness, Springer, 1999.
  2. Brackett, L. K. and B. N. Carr, "Cyberspace advertising vs. other media : Consumer vs. mature student attitudes," Journal of Advertising research, Vol.41, No.5(2001), 23-32.
  3. Brown, S. P. and D. M. Stayman, "Antecedents and consequences of attitude toward the ad : A meta-analysis," Journal of Consumer Research, Vol.19, No.1(1992), 34-51. https://doi.org/10.1086/209284
  4. Butt, S. and J. G. Phillips, "Personality and self reported mobile phone use," Computers in Human Behavior, Vol.24, No.2(2008), 346-360. https://doi.org/10.1016/j.chb.2007.01.019
  5. Charlesworth, A., "The ascent of smartphone," Engineering and technology, Vol.4, No.3(2009), 32-33.
  6. Chin, W. W., The partial least squares approach for structural equation modeling, Modern Methods for Business Research, NJ : Lawrence Eribaum Associates Inc., 1998.
  7. Chon, J. and H. Cha, "Lifemap : A smartphonebased context provider for location-based services," Pervasive Computing IEEE, Vol.10, No.2(2011), 58-67.
  8. Dhar, S. and U. Varshney, "Challenges and business models for mobile location-based services and advertising," Communications of the ACM, Vol.54, No.5(2011), 121-128.
  9. Drossos, D., G. M. Giaglis, G. Lekakos, F. Kokkinaki, and M. G. Stavraki, "Determinants of effective SMS advertising : An experimental study," Journal of Interactive advertising, Vol.7, No.2 (2007), 16-27. https://doi.org/10.1080/15252019.2007.10722128
  10. Ducoffe, R. H., "How consumers assess the value of advertising," Journal of Current Issues and Research in Advertising, Vol.17, No.1(1995), 1-18.
  11. Ducoffe, R. H., "Advertising value and advertising on the web," Journal of Advertising research, Vol.36, No.5(1996), 21-36.
  12. Ducoffe, R. H., "Advertising value and advertising on the web," Journal of Advertising Research, Vol.36, No.5(1996), 21-35.
  13. eMarketer, Advertising and Marketing, 2012. Available at https://www.emarketer.com/Coverage/AdvertisingMarketing.aspx(Accessed 16 September, 2013).
  14. Engel, F., D. B. Roger, and W. Paul, Consumer Behavior, Chicago, Dryden Press., 1990.
  15. Gilbert, P., B. G. Chun, L. Cox, and J. Jung, Automating privacy testing of smartphone applications, Technical Report CS-2011-02, Duke University, 2011.
  16. Haghirian, P. and A. Inoue, "An advanced model of consumer attitudes toward advertising on the mobile internet," International Journal of Mobile Communications, Vol.5, No.1(2007), 48-67. https://doi.org/10.1504/IJMC.2007.011489
  17. Hair, J. A., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis(5th edition), New Jersey, Upper Saddle River : Prentice Hall., 1998.
  18. Hong, Y. J., I. J. Kim, S. C. Ahn, and H. G. Kim, "Mobile health monitoring system based on activity recognition using accelerometer," Simulation Modelling Practice and Theory, Vol.18, No.4(2010), 446-455. https://doi.org/10.1016/j.simpat.2009.09.002
  19. ITU, Digital signage : the right information in all the right places, International Telecommunication Union, 2011.
  20. Jun, J. H. and K. J. Lee, "Design and Analysis of Online Advertising Expenditure Model based on Coupon Download," Journal of Intelligence and Information Systems, Vol.16, No.4(2010), 1-19.
  21. Kim, H. G., I. S. Son, and D. W. Lee, "The Viral Effect of Online Social Network on New Products Promotion : Investigating Information Diffusion on Twitter," Journal of Intelligence and Information Systems, Vol.18, No.2 (2012), 107-130.
  22. Kim, H. J., S. H. Lee, and H. G. Lee, "Development of Stress Index Model and u-SMC (Stress Management Center) Business Model from the Context-Aware Computing Perspective," Journal of Intelligence and Information Systems, Vol.14, No.2(2008), 21-44.
  23. Ko, H., C. H. Cho, and M. S. Roberts, "Internet uses and gratifications : A structural equation model of interactive advertising," Journal of Advertising, Vol.34, No.2(2005), 57-70. https://doi.org/10.1080/00913367.2005.10639191
  24. Lane, W. and C. Manner, "The impact of personality traits on smartphone ownership and use," International Journal of Business and Social Science, Vol.2, No.17(2011), 22-28.
  25. LaRue, E. M., A. M. Mitchell, L. Terhorst, and H. A. Karimi, "Assessing mobile phone communication utility preferences in a social support network," Telematics and Informatics, Vol. 27, No.4(2010), 363-369. https://doi.org/10.1016/j.tele.2010.03.002
  26. Lee, Y. C., "Factors influencing attitudes towards mobile location-based advertising, Software Engineering and Service Sciences (ICSESS)," International Conference on IEEE, 2010.
  27. Lee, Y. N. and O. B. Kwon, "Model Based Approach to Estimating Privacy Concerns for Context- Aware Services," Journal of Intelligence and Information Systems, Vol.15, No.2(2009), 97-111.
  28. Liang, T. P. and C. P. Wei, "Introduction to the special issue : mobile commerce applications," International Journal of Electronic Commerce, Vol.8, No.3(2004), 7-17.
  29. Liao, C. F., Using a Smartphone App to Assist the Visually Impaired at Signalized Intersections, University of Minnesota, 2012.
  30. Ling. C., T. H. Piew, and L. T. Chai, "The determinants of consumers' attitude towards advertising," Canadian Social Science, Vol.6, No.4 (2010), 114-126.
  31. MacKenzie, S. B. and R. A. Spreng, "How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions?," Journal of Consumer Research, Vol.18, No.4(1992), 519-529. https://doi.org/10.1086/209278
  32. Mayr, S. and A. Buchner, "Negative priming as a memory phenomenon : A review of 20 years of negative priming research," Zeitschrift für Psychologie/Journal of Psychology, Vol.215, No.1(2007), 35. https://doi.org/10.1027/0044-3409.215.1.35
  33. Megehee, C. M., "Advertising time expansion, compression, and cognitive processing influences on consumer acceptance of message and brand," Journal of Business Research, Vol.62, No.4 (2009), 420-431. https://doi.org/10.1016/j.jbusres.2008.01.019
  34. Newman, E. J., D. E. Stem Jr. and D. E. Sprott, "Banner advertisement and Web site congruity effects on consumer Web site perceptions," Industrial Management and Data Systems, Vol.104, No.3(2004), 273-281. https://doi.org/10.1108/02635570410525816
  35. Noh, H. Y., J. H. Lee, S. W. Oh, K. S. Hwang, and S. B. Cho, "Exploiting indoor location and mobile information for context-awareness service," Information Processing and Management, Vol.48, No.1(2012), 1-12. https://doi.org/10.1016/j.ipm.2011.02.005
  36. Nunnally, J. C., Psychometric theory(Second Edition), McGraw Hill, New York., 1978.
  37. Okazaki, S., "How do Japanese consumers perceive wireless ads? A multivariate analysis," International Journal of Advertising, Vol.23, No.4(2004), 429-454.
  38. Oulasvirta, A., T. Rattenbury, L. Ma, and E. Raita, "Habits make smartphone use more pervasive," Personal and Ubiquitous Computing, Vol.16, No.1(2012), 105-114. https://doi.org/10.1007/s00779-011-0412-2
  39. Park, Y. and J. V. Chen, "Acceptance and adoption of the innovative use of smartphone," Industrial Management and Data Systems, Vol.107, No.9(2007), 1349-1365. https://doi.org/10.1108/02635570710834009
  40. Petty, R. E. and J. T. Cacioppo, Attitudes and persuasion : Classic and contemporary approaches, Westview Press, 1996.
  41. Rau, P. L. P., J. Chen, and D. Chen, "A study of presentations of mobile web banners for location- based information and entertainment information websites," Behaviour and Information Technology, Vol.25, No.3(2006), 253-261. https://doi.org/10.1080/01449290500222009
  42. Saadeghvaziri, F. and H. K. Hosseini, "Mobile advertising : An investigation of factors creating positive attitude in Iranian customers," African Journal of Business Management, Vol.5, No.2(2011), 394-404.
  43. Sadeh, N., J. Hong, L. Cranor, I. Fette, P. Kelley, M. Prabaker and J. Rao, "Understanding and capturing peopleʼs privacy policies in a mobile social networking application," Personal and Ubiquitous Computing, Vol.13, No.6(2009), 401-412. https://doi.org/10.1007/s00779-008-0214-3
  44. Schilit, B., N. Adams, and R. Want, "Context-aware computing applications," Proceedings of the 1994 First Workshop on Mobile Computing Systems and Applications, (1994), 85-90.
  45. Shepard, C., A. Rahmati, C. Tossell, L. Zhong, and P. Kortum, "LiveLab : measuring wireless networks and smartphone users in the field," ACM SIGMETRICS Performance Evaluation Review, Vol.38, No.3(2011), 15-20. https://doi.org/10.1145/1925019.1925023
  46. Stafford, M. R., Advertising, promotion, and new media, ME Sharpe Inc, 2005.
  47. Sun, Y., K. H. Lim, C. Jiang, J. Z. Peng, and X. Chen, "Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation," Computers in Human Behavior, Vol. 26, No.6(2010), 1614-1624. https://doi.org/10.1016/j.chb.2010.06.009
  48. Tenenhaus, M., V. E. Vinzi, Y. M. Chatelin, and C. Lauro, "PLS path modeling," Compustational statistics and data analysis, Vol.48, No.1 (2005), 159-205. https://doi.org/10.1016/j.csda.2004.03.005
  49. Tsang, M. M., S. C. Ho, and T. P. Liang, "Consumer attitudes toward mobile advertising : An empirical study," International Journal of Electronic Commerce, Vol.8, No.3(2004), 65-78.
  50. Unni, R. and R. Harmon, "Perceived effectiveness of push vs. pull mobile location-based advertising," Journal of Interactive advertising, Vol.7, No.2(2007), 28-40. https://doi.org/10.1080/15252019.2007.10722129
  51. Xu, D. J., "The influence of personalization in affecting consumer attitudes toward mobile advertising in China," Journal of Computer Information Systems, Vol.47, No.2(2006), 9-19.
  52. Xu, D. J., S. S. Liao, and Q. Li, "Combining empirical experimentation and modeling techniques : A design research approach for personalized mobile advertising applications," Decision support systems, Vol.44, No.3(2008), 710-724. https://doi.org/10.1016/j.dss.2007.10.002
  53. Xu, H., L. B. Oh, and H. H. Teo, "Perceived effectiveness of text vs. multimedia Location-Based Advertising messaging," International Journal of Mobile Communications, Vol.7, No.2 (2009), 154-177. https://doi.org/10.1504/IJMC.2009.022440
  54. Yoo, K. D., "Mobile Device and Virtual Storage- Based Approach to Automatically and Pervasively Acquire Knowledge in Dialogues," Journal of Intelligence and Information Systems, Vol.18, No.2(2012), 1-17.
  55. Zhao, X., F. Anma, T. Ninomiya, and T. Okamoto, "Personalized adaptive content system for context-aware mobile learning," International Journal of Computer Science and Network Security, Vol.8, No.8(2008), 153-161.

Cited by

  1. The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising vol.117, pp.6, 2017, https://doi.org/10.1108/IMDS-06-2016-0229