인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
The purpose of this paper is to develop a conceptual model to examine the influence of four antecedent factors(informativeness, entertainment, privacy risk, and irritation) on consumers’ perceived value and attitude toward mobile advertising, and to investigate customers’ willingness to accept advertising through their mobile phones. It is also to investigate the role of advertising involvement. A total of 245 questionnaires were collected from mobile consumers in Korea, some questionnaires were eliminated due to missing data, resulting in a final sample of 238 respondents.
The main findings are as follows. First, the four hypotheses concerning the impact of entertainment, informativeness, privacy risk, and irritation on advertising value are supported. As expected, entertainment and informativeness of mobile advertising are positively related to advertising value. On the contrary, privacy risk and irritation negatively influence advertising value. Second, the results of the model showed that entertainment and irritation significantly influence mobile advertising attitude. However, informativeness and privacy risk do not have effects on mobile advertising attitude. Third, the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is identified. Lastly, the study analyzes the moderating effects of advertising involvement in the relationships between advertising value, advertising attitude, and advertising attitude and advertising acceptance.
The main findings are as follows. First, the four hypotheses concerning the impact of entertainment, informativeness, privacy risk, and irritation on advertising value are supported. As expected, entertainment and informativeness of mobile advertising are positively related to advertising value. On the contrary, privacy risk and irritation negatively influence advertising value. Second, the results of the model showed that entertainment and irritation significantly influence mobile advertising attitude. However, informativeness and privacy risk do not have effects on mobile advertising attitude. Third, the positive linkage between satisfaction, brand trust, and brand loyalty in the mobile phone users is identified. Lastly, the study analyzes the moderating effects of advertising involvement in the relationships between advertising value, advertising attitude, and advertising attitude and advertising acceptance.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-ECN-0101-2016-326-001462906
