• KSII Transactions on Internet and Information Systems (TIIS)
• /
• v.10 no.10
• /
• pp.4997-5013
• /
• 2016

This paper proposes and then verifies a model that can be used to forecast the effects of behavior on mobile advertising based on the Technology Acceptance Model (TAM) and Web Advertising Effect. The objective of this research is to probe the relationship between the cause and effect of the entertainment, informativeness, usefulness, capacity to accommodate smart-environment technologies, Hedonic Adaptation Model (HAM), etc. that mobile advertisements provide, as well as the attitudes toward advertisements in general. In order to accomplish this goal, the research was verified using Structural Equation Modeling (SEM), and the results are as follows. First, the informativeness of mobile advertising has a positive effect on the recognized ease of use. Second, the entertainment and informativeness of mobile advertising has positive effects on the recognized usefulness. Third, the recognized ease of use has a positive effect on the recognized usefulness. Fourth, the informativeness of mobile advertising causes a positive effect on smart-environment technologies. Fifth, the entertainment and informativeness of mobile advertising cause positive effects on the HAM. Sixth, smart-environment technologies cause positive effects on the HAM. Seventh, the recognized usefulness causes a positive effect on the value of mobile advertising and the intention of use. Eighth, the HAM has a positive effect on the value of mobile advertising and the general attitudes toward it. Ninth, the value of mobile advertising has a positive effect on the attitudes toward advertising. Tenth, the attitudes toward mobile advertising have a positive effect on the intention of use.

• Asia Pacific Journal of Business Review
• /
• v.6 no.2
• /
• pp.61-76
• /
• 2022

Based on the concept of advertising expenditure, manufacturing firm performance, and enterprise life cycle, this research conducts the listed Chinese manufacturing listed in 2016-2018 as the research sampling and divides these listed companies into three periods: growth, maturity, and decline. Next, this paper conducts empirical research from three aspects: advertising expenditure or investment and manufacturing firm performance, lag effect of advertising expenditure, and outcome effect and lag effect of advertising investment. It is found that in different stages of manufacturing enterprises, different advertising expenditures will have different impacts on the performance of manufacturing enterprises. In the growth stage, the advertising investment of manufacturing enterprises will significantly affect the performance results of the current period, and there will be the long-term lag effect. In contrast, the mature stage of enterprises' advertising investment has a shorter period of lag effect, while in the recession stage, the mature stage of manufacturing enterprises' advertising investment will have a shorter period of lag effect. The empirical results are not significant. This study provides a reference for manufacturing enterprises in different stages in the decision-making of advertising investment.

• International Journal of Human Ecology
• /
• v.15 no.1
• /
• pp.64-71
• /
• 2014

This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

• The Research Journal of the Costume Culture
• /
• v.20 no.2
• /
• pp.251-262
• /
• 2012

This research aimed to examine an advertising location according to consumer involvement about internet search advertising and advertising effect according to advertising forms. This research carried out a questionnaire survey from May 25, 2011 for seven days with the target of men and women at the age of 20s-30s who tried search advertising in Seoul and capital area, and 519 copies were used for final analysis. For analysis of collected materials, the reliability test, factor analysis, $t$-test, regression analysis and ${\chi}^2$ test were executed by using statistical package SPSS 16.0. The results are as follows. First, it appeared that consumer's clothing involvement, advertising involvement, advertising location and advertising forms had an influence on site attitude and clicking intention. Consumers of high clothing involvement, high advertising involvement and upper end advertising appeared to have high site attitude and clicking intention. Second, all consumers of the low and high clothing involvement and upper end advertising appeared to prefer the upper end advertising. It appeared that consumers of low advertising involvement prefer lower end advertising, and consumers of high advertising involvement prefer the upper end advertising at an advertising location according to clothing involvement. Accordingly, it is important that the search advertising exposes advertising in the upper end, and that should use an advertising phrase capable of giving trust to consumers. As the text advertising had high site attitude and clicking intention in the advertising forms, consumers should pay attention to the advertising phrase.

• Journal of Intelligence and Information Systems
• /
• v.24 no.2
• /
• pp.37-57
• /
• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• Journal of the Korea Convergence Society
• /
• v.11 no.11
• /
• pp.155-163
• /
• 2020

This study investigated experimentally how factors of SNS advertising attribute impact on advertising likeability and purchase intention according to use motive and use intensity of SNS. Firstly showing difference according to use motive of SNS, in user of motive to managing human relation, reliability of advertising contents has effect the largest and entertainment of advertising interest has effect also as important factor. In user of motive to sharing interest information, irritation of advertising on using SNS has effect the largest negatively and information of advertising's information offering capability has effect larger as positive factor. Next showing difference according to use intensity of SNS, in user of high intensity, reliability and information of advertising contents has effect larger than other factors. In user of low intensity, irritation of advertising has effect the largest negatively and other factors have effect very small. This results can provide a practical contribution that explains important factors in producing effective SNS advertising according to using behavior characteristics of SNS.

• Journal of Fashion Business
• /
• v.27 no.1
• /
• pp.140-155
• /
• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• Journal of Digital Convergence
• /
• v.18 no.12
• /
• pp.251-258
• /
• 2020

This study was conducted to understand the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and advertising avoidance on Facebook advertisements. A survey was conducted on 250 male and female students attending M University located in Daejeon, and the result was analyzed with SPSS PROCESS MACRO. First, the result yielded that there is a significant positive correlation between Facebook attitude and advertising attitude, and there is a significant negative correlation between Facebook attitude and advertising intrusiveness and avoidance. There is a significant positive correlation between advertising intrusiveness and advertising avoidance, and there is a significant negative correlation between advertising intrusiveness and advertising attitude. Advertising attitude and advertising avoidance has a significant negative correlation. Second, a complete dual mediating effect was confirmed by investigating the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and Facebook advertising avoidance. Such results profess about the impact of Facebook attitude on the advertising avoidance on Facebook advertisements that advertising intrusiveness and advertising attitude could mediate the decrease in advertising avoidance.

• The Korean Journal of Franchise Management
• /
• v.9 no.1
• /
• pp.17-25
• /
• 2018

Purpose - This study was to investigate the effect of advertising attributes on advertising attitude, brand equity, and advertising effect of TV commercials of chicken franchise brand, which is one of the most popular food service brand in recent years. Research design, data, and methodology - This study aims to see the effect of advertising attributes on advertising effectiveness and the mediating effects of advertising attitude and brand equity. A total of 200 questionaire was collected, 15 respondents were discarded due to missing information. Therefore, a total of 185 respondents were used for this study. The data were analyzed using frequency analysis, confirmatory factor analysis, correlation analysis, three-step mediation regression analysis, and path analysis with SPSS 24.0 and AMOS 24.0 statistical program. Result - The results of the study are as follows. First, the effect of brand attitude on brand attitude and brand equity, brand equity and advertising effect on brand attitude, and brand equity on advertising effect were statistically significant. As a result of the mediating effect test, it was confirmed that the attitude of the ad and the brand equity mediates partly between the ad property and the advertisement effect. Conclusions - As a result of the study, it is suggested that the informativeness and notableness affect the consumers among the advertisement attributes, so that it is necessary to be able to convey the accurate information more clearly to the consumers when composing the contents of the advertisement. In other words, in the case of the advertisement of the chicken franchise brand corporation, it will be an effective advertisement campaign if it continuously transmits the correct advertisement message to the consumers in association with the brand.

• Journal of the Korea Society of Computer and Information
• /
• v.24 no.1
• /
• pp.231-238
• /
• 2019

The objective of this study is to understand the relationship between type of advertising and brand attachment. We divide advertising frame into loss and gain frame and examine the effect on brand attachment, The effect of unique advertising on brand attachment and the effects of interaction effects on brand attachment were examined. The results showed that the effect of the loss and gain frame on brand attachment was statistically significant. It also showed that unique advertising had positive effect on brand attachment. Moreover, the interaction effects of the advertising frame and the uniqueness of advertising have been shown to affect brand attachment. That is, the more emphasis on gain in advertising frame and the more unique advertising, the more effective on brand attachment.