모바일서비스의 유형제공에 대한 소비자혜택에 관한 연구는 많이 수행되어져 왔으나 모바일광고 속성이 광고몰입 및 광고태도에 대한 연구는 미흡하다고 볼 수 있다. 따라서 본 연구에서는 모바일 광고속성이 광고몰입에 미치는 영향과 광고태도에 미치는 영향을 규명하고자 한다. 이러한 연구수행을 위해세부적인 연구목적은 다음과 같다.
첫째, 모바일 광고속성에 관한 문헌 연구를 토대로 모바일 광고속성이 광고몰입에 어떠한 영향을 미치는지를 ...
모바일서비스의 유형제공에 대한 소비자혜택에 관한 연구는 많이 수행되어져 왔으나 모바일광고 속성이 광고몰입 및 광고태도에 대한 연구는 미흡하다고 볼 수 있다. 따라서 본 연구에서는 모바일 광고속성이 광고몰입에 미치는 영향과 광고태도에 미치는 영향을 규명하고자 한다. 이러한 연구수행을 위해세부적인 연구목적은 다음과 같다.
첫째, 모바일 광고속성에 관한 문헌 연구를 토대로 모바일 광고속성이 광고몰입에 어떠한 영향을 미치는지를 고찰하고자 한다. 둘째, 모바일 광고속성에 따라 형성된 해당 광고의 몰입수준이 광고의 태도에 미치는 영향에 대해 알아보고자 한다. 셋째, 본 연구의 목적은 도출된 연구결과를 바탕으로 모바일 광고와 그에 따른 광고몰입 및 광고태도에 관한 시사점을 제시해보고자 한다.
모바일서비스의 유형제공에 대한 소비자혜택에 관한 연구는 많이 수행되어져 왔으나 모바일광고 속성이 광고몰입 및 광고태도에 대한 연구는 미흡하다고 볼 수 있다. 따라서 본 연구에서는 모바일 광고속성이 광고몰입에 미치는 영향과 광고태도에 미치는 영향을 규명하고자 한다. 이러한 연구수행을 위해세부적인 연구목적은 다음과 같다.
첫째, 모바일 광고속성에 관한 문헌 연구를 토대로 모바일 광고속성이 광고몰입에 어떠한 영향을 미치는지를 고찰하고자 한다. 둘째, 모바일 광고속성에 따라 형성된 해당 광고의 몰입수준이 광고의 태도에 미치는 영향에 대해 알아보고자 한다. 셋째, 본 연구의 목적은 도출된 연구결과를 바탕으로 모바일 광고와 그에 따른 광고몰입 및 광고태도에 관한 시사점을 제시해보고자 한다.
As smart devices are spread, we can work, study, take pictures, travel and shop through mobile devices anytime and at any place today. In other words, thanks to the development of mobile technologies, we can do the things that we had done in real life or on the Internet on mobile devices...
As smart devices are spread, we can work, study, take pictures, travel and shop through mobile devices anytime and at any place today. In other words, thanks to the development of mobile technologies, we can do the things that we had done in real life or on the Internet on mobile devices. Unlike the traditional media in which the size of the advertising market gradually decreases with the expansion of mobile devices, the size of the mobile advertising market continuously increases. This study would investigate and reveal the impacts of the properties of mobile advertising on immersion in advertising and attitude toward advertising. To examine the results of an analysis in detail, first, as a result of a multiple regression analysis to verify the relationship of the impact between the properties of advertising and immersion in advertising, it turned out that entertainment value (β=0.275, p<0.01), informativeness (β=0.483, p<0.01), inconvenience (β=-1.849, p<0.1) had statistically significant impacts on immersion in advertising, a dependent variable. Second, as a result of multiple regression to verify the relationship of the impact between the properties of advertising and attitude toward advertising, it turned out that informativeness (β=0.420, p<0.01) had statistically significant impacts on attitude toward mobile advertising, a dependent variable. Lastly, as a result of moderator regression to verify the moderating effect of immersion in advertising in the relationship of the impact of the properties of mobile advertising on attitude toward advertising, in Step 3 for the verification of the moderating effect of immersion in advertising, the coefficient of determination increased by 1.2%, which was statistically significant (p<0.1). Thus, it turned out that immersion in advertising had a statistically significant moderating effect in the relationship of the impact of the properties of mobile advertising on attitude toward mobile advertising. The implications are summarized as follows: First, when the impacts of the properties of smartphone mobile advertising by type on attitude toward advertising were examined, it turned out that mobile advertising with strong entertainment and information values would have a positive impact on consumers’ attitude toward advertising. Second, as a result of an examination of the impact of each of mobile advertising on immersion in advertising, it is noted that informativeness has a positive impact on immersion in advertising. Third, as a result of an examination of whether immersion in advertising would have a positive impact on attitude toward advertising when properties of smartphone mobile advertising have positive impacts on attitude toward advertising, in information value, it turned out that immersion in advertising had a statistically significant impact on attitude toward advertising. Based on the above research results, since mobile advertising with strong information value draws consumers’ preference from each type of smartphone mobile advertising and leads attitude toward advertising and purchase intention, it seems that increasing the information value of products and making a variety of mobile advertising customers can experience may be important strategies, and establishing and implementing a strategy for each situation would be an effective means in a business marketing.
As smart devices are spread, we can work, study, take pictures, travel and shop through mobile devices anytime and at any place today. In other words, thanks to the development of mobile technologies, we can do the things that we had done in real life or on the Internet on mobile devices. Unlike the traditional media in which the size of the advertising market gradually decreases with the expansion of mobile devices, the size of the mobile advertising market continuously increases. This study would investigate and reveal the impacts of the properties of mobile advertising on immersion in advertising and attitude toward advertising. To examine the results of an analysis in detail, first, as a result of a multiple regression analysis to verify the relationship of the impact between the properties of advertising and immersion in advertising, it turned out that entertainment value (β=0.275, p<0.01), informativeness (β=0.483, p<0.01), inconvenience (β=-1.849, p<0.1) had statistically significant impacts on immersion in advertising, a dependent variable. Second, as a result of multiple regression to verify the relationship of the impact between the properties of advertising and attitude toward advertising, it turned out that informativeness (β=0.420, p<0.01) had statistically significant impacts on attitude toward mobile advertising, a dependent variable. Lastly, as a result of moderator regression to verify the moderating effect of immersion in advertising in the relationship of the impact of the properties of mobile advertising on attitude toward advertising, in Step 3 for the verification of the moderating effect of immersion in advertising, the coefficient of determination increased by 1.2%, which was statistically significant (p<0.1). Thus, it turned out that immersion in advertising had a statistically significant moderating effect in the relationship of the impact of the properties of mobile advertising on attitude toward mobile advertising. The implications are summarized as follows: First, when the impacts of the properties of smartphone mobile advertising by type on attitude toward advertising were examined, it turned out that mobile advertising with strong entertainment and information values would have a positive impact on consumers’ attitude toward advertising. Second, as a result of an examination of the impact of each of mobile advertising on immersion in advertising, it is noted that informativeness has a positive impact on immersion in advertising. Third, as a result of an examination of whether immersion in advertising would have a positive impact on attitude toward advertising when properties of smartphone mobile advertising have positive impacts on attitude toward advertising, in information value, it turned out that immersion in advertising had a statistically significant impact on attitude toward advertising. Based on the above research results, since mobile advertising with strong information value draws consumers’ preference from each type of smartphone mobile advertising and leads attitude toward advertising and purchase intention, it seems that increasing the information value of products and making a variety of mobile advertising customers can experience may be important strategies, and establishing and implementing a strategy for each situation would be an effective means in a business marketing.
주제어
#모바일광고, 모바일광고속성, 모바일광고효과, 모바일광고영향, 광고태도, 광고몰입, 광고속성과 광고몰입 Immersion in advertising, Attitude toward advertising, Characteristics of mobile advertising, Demographic characteristics
학위논문 정보
저자
양은주
학위수여기관
경희대학교 경영대학원
학위구분
국내석사
학과
경영학과
지도교수
서규훈
발행연도
2019
총페이지
iii, 63 p.
키워드
모바일광고, 모바일광고속성, 모바일광고효과, 모바일광고영향, 광고태도, 광고몰입, 광고속성과 광고몰입 Immersion in advertising, Attitude toward advertising, Characteristics of mobile advertising, Demographic characteristics
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