• Information Systems Review
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• v.7 no.2
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• pp.61-84
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• 2005

Previous studies indicate that information and communication technology (ICT) adoption is affected by innovation influence such as usefulness, ease of use and self-efficacy. Most of these studies, how-ever, bypassed imitation influence such as subjective norms, word-of-mouth, and advertising, specifically, interactive innovation having critical mass in technology acceptance research. Thus, this study focuses to investigate imitation influence in individual adoption of mobile communication technology. The purpose of this study is to empirically examine the causal relationships between initial acceptance and the intention to use in terms of a holistic approach. The results of this study show that there is an imitation influence including word-of-mouth and subjective norms, from the prior adopters to potential adopters, and mass advertising through TV or news-paper commercials in the ICT diffusion process. In addition, this imitation influence also stimulates innovation influence such as perceived usefulness. Finally, this study provides a set of guidelines to mobile communication equipment manufacturers and ICT vendors in developing effective strategies for technology diffusion.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.149-167
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• 2013

This study focuses how storytelling in advertising has introduced and determinated mobile telecommunication technology as a digital technology in the process of its rapid acceptance into our society. The objective of the study is to confirm the role of advertising in introducing technology into a society and the relation between advertising and technology by chasing the digital discourse produced by advertising while digital technology permeates through our society. This study uses content analysis for basic research and discourse analysis for exploring the change of digital discourse in the corporate ads of mobile telecommunication companies since 15 years. As a result, 1) 'digital' and 'analogue' discourses were found to be competing and contesting with each other across the years. Digital discourse mainly connected to a new mode of thinking and lifestyle appeared predominant in the early period, but eventually gave way to its alternative, analogue dialogue. The analogue discourse was brought with such values as humanity, slowness and happiness, which has been by and large undermined by the new, fancy digital technologies and their world, 2) whereas some mixed forms of these two discourses were also found. 3) In the meantime, digital-based mobile communication technologies were identified with people who think outside of box and have an innovative attitude toward their life in the ads. Through this signification process, the ads contribute to permeation of mobile communication technology into our daily life.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.303-317
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• 2020

As the penetration rate of smart phones has spread and functions have been developed variously, a new advertising medium called mobile advertising has emerged. In addition, various mobile advertisements targeting teenagers, where most of their daily lives are conducted using smartphones, have been activated. Adolescents in the modern society called Generation Z have the longest time to use a smartphone among age groups. Even during the economic downturn, adolescent consumers are an important consumer group that can overcome the economic recession, so mobile advertisements targeting their purchasing power are being created like a flood. Therefore, in this study, the influence of mobile advertisement characteristics and personal characteristics on purchasing attitudes for adolescents using smartphones was identified, and how this was linked to purchasing behavior again. To conduct the research, a survey was conducted on 324 high school students using smartphones, and the results are as follows: First, the higher the recognition of convenience in mobile advertising characteristics and brand preferences, the higher the brand preference. Characteristics and brand trust had a positive effect on acceptance as the awareness of convenience, information, and entertainment increased. Third, the influence of adolescents' personal characteristics on purchasing attitudes had a positive effect on brand preferences by pursuit of fashion, pursuit of personality, and practical pursuit. Fourth, as a result of analyzing the relationship between purchase attitude and purchase behavior, it was verified that brand preference and brand trust among purchase attitude have a positive influence on purchase behavior. This study has significance in that it has grasped the influence of mobile advertising on purchasing behavior among teenagers who are rapidly growing as mobile consumers.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2003.11a
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• pp.144-147
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• 2003

It is important to understand the process of technology diffusion among end users for effectively implementing adoption and coping with frequent changes in the environment. Previous studies indicate that information and communication technology (ICT) adoption is affected by innovation influence such as usefulness, ease of use and self-efficacy. Most of these studies, however, bypassed imitation influence such as subjective norms, word-of-mouth, and advertising, specifically, interactive innovation having critical mass in technology acceptance research. Thus, this study investigates imitation influence in individual adoption of mobile communication technology, more specifically, mobile phones, using Mahaian's diffusion model in individual ICT adoption.

• Journal of Information Technology Applications and Management
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• v.27 no.1
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• pp.147-171
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• 2020

In-app advertisement is a fast-growing trend in mobile advertising, where user acceptance of ads is facilitated by the fact that users have voluntarily downloaded the app through which the ad is served. However, research in this ad category is limited. This study applies an extended version of the theory of planned behavior. Analysis results from 412 young mobile users in Vietnam using structural equation modeling showed that while localization and perceived enjoyment affected user intention to watch in-app ads as expected, perceived behavioral control and trust did not. Such results may be due to embedding the ads to applications, confusing users' behavioral intentions. The results underline the need for more future research in the area. In practical terms, companies should improve localization and entertainment aspects of ads to create more relevant and engaging advertisements.

• Management & Information Systems Review
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• v.30 no.4
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• pp.117-146
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• 2011

The objective of this study is to investigate factors influencing user's intention to use by expanding TAM(Technology Acceptance Model). Based on this model, this study developed a comprehensive model and user's motivation factors such as extrinsic and intrinsic motivation to describe their intention to accept WCDMA service. For this purpose those who have subscribed to and use the current mobile communication service - all of whom were 13 to 49 years old living in Seoul or other large cities - were surveyed. Structural equation model was conducted to identify and validate the relationship of overall variables relating to mobile service acceptance. The analysis results indicate that intrinsic motivations in mobile service acceptance process have significant impacts on perceived usefulness and perceived ease to use. The results of this study also proposed the way to boost mobile service user's extrinsic and intrinsic motivation for coming up with strategies on how to improve effectiveness of communication and marketing. Future directions and limitations are also discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.2
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• pp.112-122
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• 2016

In line with the increase in consumer demand for mobile games, game companies face stiff competition. For a more successful marketing strategy, many game companies actively adopt Cross Promotion. The Cross Promotion marketing strategy in the mobile game is regarded as a low cost and high efficiency marketing method because the game companies provide new experiences to game users by utilizing existing game infrastructure and absorbing current users of game companies. Despite the advantages of Cross Promotion, there has been little practical study on the relationship between Cross Promotion and mobile game acceptance. Accordingly, the aim of this study was to determine the influential factors of Cross Promotion on the acceptance of mobile games. After reviewing previous research, a structural model was established, a survey was performed and the model was analyzed. The managerial implications are suggested along with the concluding remarks.

• The Journal of Society for e-Business Studies
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• v.16 no.4
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• pp.221-239
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• 2011

Various applications are developed with the extension of the smart phone market. This affects the change of contents and market for mobile advertisement. Mobile advertisement has been changed from the text type in feature phone environment to banner type which are added on the applications and branded app which are application itself for commercials. This research shows the difference in views between users and professions for the factors which affects the acceptance of mobile advertisement in smart phone environment. The analysis results present two groups have significant differences in the views for the users' acceptances of mobile advertisement. This research provides the important factors which need to be considers in creating mobile commercials. It also suggests that professions in advertisement field have to consider the aspects of smart phone users when they create advertisements in smart phone environment.

• International Journal of Contents
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• v.18 no.2
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• pp.32-46
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• 2022

In recent years, large-scale and high-density use of LED on facades has exposed some disadvantages, such as light pollution, high energy consumption, unsustainability, and poor interactivity. Because of the development of smartphones and augmented reality (AR), AR has emerged as a new technology available to users to interact with the media façade. As an augmented reality app for public space, the AR map app can superimpose virtual images on the surface of a building to form an AR media façade, which can be applied in the fields of navigation, advertising, interactive public art, smart retail, etc. This study establishes the variables influencing usage intention and the consequent outcomes of Huawei AR map app and uses the technology acceptance model (TAM) to discuss their relationship. Results show that consumer innovativeness, information quality, and design quality have a strong influence on perceived ease of use. Information quality has a positive impact on perceived usefulness, but design quality has a weak influence. Also, the design quality of Huawei AR map app and consumer innovativeness have a higher effect on perceived enjoyment than information quality. Users' usage attitude and perceived usefulness when using Huawei AR map app are key factors determining their usage intention. This study inspires city planners, architects, developers, and designers of AR apps that augmented reality can partly replace media façade, and that investment in augmented reality will achieve significant sustainable economic and social benefits.

• Journal of Digital Convergence
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• v.13 no.7
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• pp.137-145
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• 2015

Mobile's health care and diagnostic capabilities are accepted as the most innovative sectors, and the combination with wearable device is being predicted as the future's most promising industries. However, the level of consumer acceptance and utilization is still insufficient compared to the development of technology. This study explores the use intention of wearable device based on previous studies about health apps. In particular, health-related use efficacy of the app, app use intention and app satisfaction are analyzed through a structural equation model. The use of health-related apps revealed that there is a statistically significant relationship with the use of the wearable device. The results suggest that the importance of app use efficacy, satisfaction, apps use should be considered for the successful diffusion of wearable health devices.