모바일 광고 수용에 영향을 미치는 요인들: 젊은 소비자들은 온라인 모바일 광고에 어떻게 반응하는가Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads
- Other Titles
- Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads
- Authors
- 엄남현
- Issue Date
- 2019
- Publisher
- 한국콘텐츠학회
- Keywords
- 모바일 광고 수용; 짜증; 개인화; 온라인 개인정보 사생활 근심; Mobile Advertising Acceptance; Irritation; Personalization; Online Information Privacy Concerns
- Citation
- 한국콘텐츠학회 논문지, v.19, no.5, pp.15 - 23
- Journal Title
- 한국콘텐츠학회 논문지
- Volume
- 19
- Number
- 5
- Start Page
- 15
- End Page
- 23
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/2530
- DOI
- 10.5392/JKCA.2019.19.05.015
- ISSN
- 1598-4877
- Abstract
- 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.
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Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
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