Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Factors Affecting the Acceptance Behavior for mobile advertising : Focusing on the difference between genders

모바일 광고 수용행동에 영향을 미치는 요인에 관한 연구: 성별 차이를 중심으로

  • Received : 2016.01.11
  • Accepted : 2016.04.20
  • Published : 2016.04.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims at finding out major factors affecting the attitude, intention and behavior on Mobile advertising and figuring out what their differences between genders are. To do this, new variations such as personalization, permission and incentive are suggested, as well as variations proven by the previous studies. The findings show us that while entertainment, informativeness, credibility, personalization and permission had a positive effect on attitude toward Mobile advertising, irritation had a negative effect on it. Incentive had a positive influence on intention for mobile advertising. Attitude toward mobile advertising had a meaningful influence on intention, and the intention had a meaningful influence on behavior. At last it was revealed that gender difference has a meaningful influence. This study was carried out to find out the effects that evaluation variations have on attitude, intention and behavior on the nature of Mobile advertising. Therefore, it has a significance that gives a theoretical suggestion in that through its evaluation, some considerations are offered at the time of implementing the Mobile advertising, and the basic difference between genders can be explained as well.

본 연구는 모바일 광고에 대한 태도, 이용의도 그리고 행동에 영향을 미치는 주요 요인들이 무엇인지를 파악하고 성별에 따라 어떠한 차이가 있는지 알아보는데 그 목적이 있다. 이를 위해 선행연구들에서 입증된 변인들 외에 모바일 광고의 독특한 특성인 개인화, 사전동의, 보상을 새로운 변인으로 채택하였다. 연구결과 오락성, 정보성 신뢰성, 개인화, 사전동의는 모바일 광고에 대한 태도에 긍정적인 영향을 미치는 것으로 나타났으나 성가심은 부정적인 영향을 미치는 것으로 나타났다. 보상은 모바일 광고 이용의도에 긍정적인 영향을 미치는 것으로 나타났으며, 모바일 광고에 대한 태도는 이용의도에 이용의도는 행동에 유의미한 영향을 미치는 것으로 나타났다. 마지막으로 성별에 따른 차이를 살펴본 결과 유의미한 차이가 있는 것으로 나타났다. 본 연구는 모바일 광고의 속성에 대한 인식과 태도, 행동에 미치는 영향변인의 영향력에 대한 평가를 통해 모바일 광고 집행 시 고려해야 할 점을 제공함과 동시에 남녀 소비자집단의 근본적인 차이를 설명할 수 있다는 점에서 이론적 시사점을 제공하는데 의의가 있다.

Keywords

References

  1. Sevtap Unal, Aysel Ercis & Ercan Keser "Attitudes towards Mobile Advertising - A Research to Determine the Differences between the Attitudes of Youth and Adults", Social and Behavioral Sciences Vol. 24, pp.361-377, 2011.
  2. Marry Meeker, "INTERNET TRENDS 2014 CODE CONFERENCE", 2014, kpcb.com/InternetTrends, 2014.
  3. E. M. Lee, I. S. Lee, "The Present Status and Development Prospects of Mobile Advertising", KISDI, Vol. 27, No. 6, pp. 1-16, 2015.
  4. Ji-Young Ryu, Kak Yoon, "A Study on Mobile Advertising Acceptance and Word of Mouth Intention of Smartphone Users", The Korean Journal of Advertising, Vol. 24, No. 1, pp. 297-318, 2013.
  5. Ki-Hwa Nam, Jung-Sung Yeo. "A Study on Consumers' Acceptance Process of Mobile Advertising", The Korean Journal of comsumer Studies, Vol. 22, No. 4, pp. 1-28, 2011.
  6. Dommeyer, C. J., & Gross, B. L," What consumers know and what they do", Journal of Interactive Marketing, Vol. 17, pp. 34-51, 2003. https://doi.org/10.1002/dir.10053
  7. Nysveen, H., Pedersen, P. E., & Thorbjornsen, H. "Explaining intention to use mobile chat services: Moderating effects of gender", Journal of Consumer Marketing, Vol. 22, pp. 247-256, 2005. https://doi.org/10.1108/07363760510611671
  8. Li, H. & Stoller, B, "Parameters of mobile advertising: A field experiment", International Journal of Mobile Marketing, Vol. 2, No. 1, pp. 4-11, 2007.
  9. Tsang, M. M.., Ho, S., & Liang, T, "Consumer Attitudes Toward Mobile Advertising", International Journal of Electronic Commerce, Vol. 8, No. 3, pp. 65-78, 2004.
  10. Ji-Sook Han, "Research on mobile location-based advertising effectiveness depends on consumers' perception of LBA evaluation elements", Ph D. dissertation, pp. 18-34, Hongik University, 2013.
  11. Bauer, H. H., Barnes, S. J., Reichardt, T. & Neumann, M. M, "Driving consumer acceptance of mobile marketing", Journal of Electronic Commerce Research, Vol. 6, No. 3, pp. 181-192, 2005.
  12. Kolsaker, Ailsa. & Drakatos, Nikolaos, "Mobile Advertising: The Influence of Emotional Attachment to Mobile Advices on Consumer Receptiveness", Journal of Marketing Communications, Vol. 15, No. 4, pp. 267-280, 2009 https://doi.org/10.1080/13527260802479664
  13. Usta, Resul., "Universite Ogrencilerinin" Mobil Reklamciliga Karsi Tutumlarlari", Dogus Universitesi Dergisi, Vol. 10, No. 2, pp. 294-309, 2009.
  14. Davis, H. L. & Rigaux, B. P, "Perception of Marital Roles in Decision Processes", Journal of Consumer Research, Vol. 1, No. 1, pp. 51-62, 1974. https://doi.org/10.1086/208581
  15. Darley, W., & Smith, R., "Gender differences in information processing strategies", Journal of Advertising, Vol. 24, No. 1, pp. 41-56, 1995.
  16. Meyers-Levy, J. & Maheswaran, D., "Exploring Differences in Males' and Females' Processing Strategies", Journal of Consumer Research, Vol. 18, No. 1, pp. 63-70, 1991. https://doi.org/10.1086/209241
  17. Brackett, L. K., & Carr, B. N., "Cyberspace advertising vs. other media: Consumer vs. mature student attitudes", Journal of Advertising Research, Vol. 41, No. 5, pp. 23-32, 2001.
  18. Ozhan, D. A., "The Symbolic Use of Mobile Technology Among Turkish Consumers", Journal of Euro-Marketing, Vol. 2, No. 3, pp. 143-162, 2004.
  19. Yang, B., & Lester, D., "Sex differences in purchasing textbooks online", Computers in Human Behavior, Vol. 21, pp. 147-152, 2005. https://doi.org/10.1016/j.chb.2003.11.007
  20. Dae-Chun An, Sang-Hoon Kim, "Factors Influencing Mobile Commerce Adsoption in Korea", Journal of Advertising Research, Vol. 88, pp.7-36, 2011.
  21. Okazaki, Shintaro., "Exploring Gender Effects in a Mobile Advertising Context: On the Evaluation of Trust, Attitudes, and Recall", Sex Roles, Vol. 57, pp. 897-908, 2007. https://doi.org/10.1007/s11199-007-9300-7
  22. Dae-Chun An, Sang-Hoon Kim, "Moderating Effects of Gender on Intentions to Adopt Mobile Advertising: An Application of Modified Technology Acceptance Model", The Korean Journal of Advertising, Vol. 20, No. 4, pp. 171-188, 2009.
  23. Ducoffe, Robert H., "Advertising Value and Advertising on The Web", Journal of Advertising Research, Vol. 36, No. 5, pp. 21-35, 1996.
  24. Bong-Chul Kim, "The Antecedents of Influence on the Attitude toward Mobile Advertising", Advertising Research, Vol. 1, No. 75, pp. 35-59, 2007.
  25. Okazaki, Shintaro., "How do Japanese consumers perceive wireless ads? A multivariate analysis", International Journal of Advertising, Vol. 23, No. 4, pp. 429-454, 2004. https://doi.org/10.1080/02650487.2004.11072894
  26. Xu, D. J., "The Infleunce of Personalization in Affecting Consumer Attitude Toward Mobile Advertising in China", The Journal of Computer Information Systems, Vol. 47, No. 2, p. 9, 2006.
  27. Wong, M. M. T., & Tang, E. P. Y., "Consumers Attitudes towards Mobile Advertising: The Role of Permission", Review of Business Research, Vol. 8, No. 3, pp. 181-187, 2009.
  28. Haghirian, P., Madlberger, M., & Tanuskova, "A. Increasing Advertising Value of Mobile Marketing- An Empirical Study of Antecedents", Proceedings of the 38th Hawaii International Conference on System Sciences, 2005.
  29. Altuna, O. K., & Konuk, F. A.," Understanding consumer attitudes toward mobile advertising and its impact on consumers' behavioral intentions: A cross-market comparison of United States and Turkish consumers", International Journal of Mobile Marketing, Vol. 4, No. 2, pp. 43-51, 2009.
  30. Hyeong-yu Jang, Mi-jin Noh, Win-long Liu & Hyun-hee Park, "Impact of Mobile Advertise's Characteristics on Attitude and Usage Intention and Moderating Effect of Involvement : Focus on the Chinese Customers", The Journal of Internet E-Commerce Research, Vol. 11, No. 3, pp. 131-151, 2011.
  31. Dickinger, A. S., "Diffusion and success factors of mobile Marketing", Electronic Commerce Resaerch and Applications, Vol. 4, No. 2, pp. 159-173 2005. https://doi.org/10.1016/j.elerap.2004.10.006
  32. MacKenzie, S. B., & Lutz, R. J., "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context", Journal of Marketing, Vol. 53, No. 2, pp. 48-65, 1989. https://doi.org/10.2307/1251413
  33. Melody M. T., Ho, S. C., & Liang, T. P., "Consumer Attitude Toward Mobile Advertising: An Empirical Study", International Journal of Electronic Commerce, Vol. 8, No. 3, pp. 65-78, 2004.
  34. Sang-Hoon Kim, Young-Ju Han, "A Study of Attitude toward Mobile Advertising on Smart Phone", The Korea Journal of Advertising, Vol. 23, No. 1, pp. 253-279, 2012.
  35. Mohammad, A., & Ahmed, S., "A Comprehensive Model of Factors Influencing Consumer Attitude Towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan", International Journal of Sales & Marketing Management Research and Development, Vol. 3, No. 2, pp. 1-22, 2013.
  36. DuFrene, D. D., Engelland, B. T., Lehman, C. M., & Pearson, R. A., "Changes in Consumer Attitudes Resulting from Participation in a Permission E-mail Campaign", Journal of Current Issues and Research in Advertising, Vol. 27, No. 1, pp. 65-77, 2005. https://doi.org/10.1080/10641734.2005.10505174
  37. Hanley, M., Becker, M., & Martinsen, J., "Factors Influencing Mobile Advertising Acceptance: Will Incentives Motivate College Students to Accept Mobile Advertisements?", International Journal of Mobile Marketing, Vol. 1, No. 1, pp. 50-58, 2006.
  38. Fishbein, M. & Ajzen, I., "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading", MA: Addison-Wesley Publishing Company. 1975.
  39. Ji-Hyuk Joo, "Understanding Korean College Students' Social Commerce Behavior through an Integrated Model of Technology Readiness, Technology Acceptance Model, and Theory of Planned Behavior", Journal of Digital Convergence, Vol. 13, No. 7, pp. 99-107, 2015. https://doi.org/10.14400/JDC.2015.13.7.99
  40. Jin Jung & Kwan-Su An, "A study on the intention of utilizing senior education program including the theory of planned behavior - focused on Chungcheongnam-do senior welfare center", Journal of Digital Convergence, Vol. 11, No. 11, pp. 683-691, 2013. https://doi.org/10.14400/JDPM.2013.11.11.683
  41. Sujan, H., Weitz, B. A. & Kumar, N., "Learning Orientation, Working Smart and Effective Selling", Journal of Marketing, Vol. 58, No. 3, pp. 39-52, 1994. https://doi.org/10.2307/1252309
  42. Fornell, C., & Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981. https://doi.org/10.2307/3151312
  43. Si-Hoon Lee, "The Research Trend and Theorizing of Mobile Advertising", Communication Theories, Vol. 6, No. 1, pp. 6-49, 2010.
  44. Seon-Jin Shin, Heeh-Young Jang & Joon Koh, "The Effects of Needs for Affiliation and Needs for Self-Presentation on Digital Item Purchase Intention: The Moderating Roles of Gender and Purchase Experience, The Journal of Information System, Vol. 17, No. 3, pp. 79-109, 2008. https://doi.org/10.5859/KAIS.2008.17.3.079