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Effect of User Possession Attachment and Characteristics of Mobile Media on Acceptance of Mobile AD

모바일미디어 이용자의 소유인식과 상호작용성 구성요인이 모바일광고 수용에 미치는 영향

  • Shin, Il-Gi (Dept. of Culture and Arts Contents, The Catholic University College of Fine Art & Design) ;
  • Choi, Yun-Seul (Dept. of Advertising and Public, Hanyang University) ;
  • Shin, Hyun-Sin (Dept. of Mass Communication, The Society of Cachon University)
  • 신일기 (인천카톨릭대학교 문화예술콘텐츠학과) ;
  • 최윤슬 (한양대학교 광고홍보학과) ;
  • 신현신 (가천대학교 언론영상광고학과)
  • Received : 2014.02.20
  • Accepted : 2014.04.20
  • Published : 2014.04.28

Abstract

This study aims to empirically investigate how personalized and socialized mobile media impacts on users' acceptance of mobile advertising, given the consideration of users' mobile possession attachment. For this, the current study used focus group interview and surveyed mobile users. Interestingly, the findings reveal that personalized and socialized mobile characteristicssignificantly affect users' acceptance of mobile ads. That is to say, users' personalized mobile characteristics play an important role in either awareness of mobile ads or exposure to mobile ads.

본 연구는 모바일 미디어를 통하여 나타나는 확장된 개인의 자아 형성을 여러 관점에서 다양하게 논의하고자 한다. 구체적으로 모바일 미디어의 개인적 특성과 사회적 특성에 따라 모바일 광고 수용에 영향을 미치는 정도를 실증적으로 밝히고자 한다. 특히 주목할 점은 개인이 자신만을 위한 모바일 기기를 소유함으로서 소유인식이나 자아에 영향을 주는 개인의 사회적 차원에 주목하고자 한다. 연구결과 모바일 미디어 사용에서 개인적 이용특성과 사회적 이용 특성과정을 고려할 필요가 있음을 밝혔으며, 가설 검증 결과 모바일의 이용으로 발생하는 사회적 특성과 개인적 특성이 광고인식에 큰 영향을 주는 것으로 나타났으며, 사회적 특성이 보다 개인적 특성이 상대적으로 영향력을 더 미치는 것으로 나타났다. 이는 광고인식의 발생에 있어서 기능중심의 개인적 특징이 광고에 대한 지각이나 노출이라는 측면에서 영향력이 큰 반면 사회적 특징과 관계적 특징이 향 후 내면적 인식에 따른 상호작용성에 중요한 역할을 함을 시사하고 있다.

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