한국콘텐츠학회논문지 (The Journal of the Korea Contents Association)

  • 제19권5호
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  • Pages.15-23
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  • 2019
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  • 1598-4877(pISSN)
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  • 2508-6723(eISSN)
한국콘텐츠학회 (The Korea Contents Association)
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모바일 광고 수용에 영향을 미치는 요인들: 젊은 소비자들은 온라인 모바일 광고에 어떻게 반응하는가

Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads

  • 투고 : 2019.03.13
  • 심사 : 2019.04.22
  • 발행 : 2019.05.28
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초록

모바일 기기는 가장 영향력있는 미디어 플랫폼으로 거듭났다. 따라서, 모바일 광고는 다른 종류의 광고들 보다 가장 빠른 성장세를 보인다. 본 연구는 짜증, 개인화, 그리고 온라인 개인정보 사생활 근심을 모바일 광고에 대한 선행요인으로 살펴보았다. 또한, 본 연구는 소비자들의 모바일 광고에 대한 태도를 모바일 광고 수용의 선행요인으로 살펴보았다. 연구결과, 짜증은 소비자의 모바일 광고 태도에 영향을 미치지 않는 것으로 나타났지만, 개인화 및 온라인 개인정보 사생활 근심은 소비자의 모바일 광고 태도에 각각 긍정적 또는 부정적인 영향을 미치는 것으로 나타났다. 마지막으로, 소비자의 모바일 광고 태도는 모바일 광고 수용에 긍정적인 영향을 미치는 것으로 나타났다. 토의를 통해 실무적인 함의를 제안하였다.

Mobile devices have become the most influential media platform. Mobile advertising has thus grown much faster than any other type of advertising. This study is designed to examine antecedents of attitude toward mobile ads, antecedents such as irritation, personalization, and online information privacy concerns. The study also examines consumers' attitudes toward mobile ads as an antecedent of mobile advertising acceptance. Study findings suggest that irritation is not a statistically significant predictor of attitude toward mobile ads. An antecedent found to be positively related to attitude toward mobile ads is personalization and one found to be negatively related is online privacy concerns. Finally, consumers' attitudes toward mobile ads are found to be positively related to a general acceptance of mobile advertising. Practical implications are discussed.

키워드

CCTHCV_2019_v19n5_15_f0001.png 이미지

Figure 2. path Model of Mobile Advertising Acceptance : Modified Model

CCTHCV_2019_v19n5_15_f0002.png 이미지

Figure 1. Path Model of Mobile Advertising Acceptance: Hypothesized Model

Table 1 Correlation Matrix

CCTHCV_2019_v19n5_15_t0001.png 이미지

Table 2 Parameter estimates for causal paths: original Model

CCTHCV_2019_v19n5_15_t0002.png 이미지

Table 3 Parameter estimates for casual paths: Modified Model

CCTHCV_2019_v19n5_15_t0003.png 이미지

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