[논문]모바일 광고 수용에 영향을 미치는 요인들: 젊은 소비자들은 온라인 모바일 광고에 어떻게 반응하는가

엄남현

doi:10.5392/jkca.2019.19.05.015

모바일 광고 수용에 영향을 미치는 요인들: 젊은 소비자들은 온라인 모바일 광고에 어떻게 반응하는가
Factors Affecting Mobile Advertising Acceptance: How Young Consumers React to Online Mobile Ads 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.19 no.5, 2019년, pp.15 - 23

초록
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모바일 기기는 가장 영향력있는 미디어 플랫폼으로 거듭났다. 따라서, 모바일 광고는 다른 종류의 광고들 보다 가장 빠른 성장세를 보인다. 본 연구는 짜증, 개인화, 그리고 온라인 개인정보 사생활 근심을 모바일 광고에 대한 선행요인으로 살펴보았다. 또한, 본 연구는 소비자들의 모바일 광고에 대한 태도를 모바일 광고 수용의 선행요인으로 살펴보았다. 연구결과, 짜증은 소비자의 모바일 광고 태도에 영향을 미치지 않는 것으로 나타났지만, 개인화 및 온라인 개인정보 사생활 근심은 소비자의 모바일 광고 태도에 각각 긍정적 또는 부정적인 영향을 미치는 것으로 나타났다. 마지막으로, 소비자의 모바일 광고 태도는 모바일 광고 수용에 긍정적인 영향을 미치는 것으로 나타났다. 토의를 통해 실무적인 함의를 제안하였다.

Abstract ▼ AI-Helper

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.

주제어

표/그림 (5)

그림 Figure 2. path Model of Mobile Advertising Acceptance : Modified Model
표 Table 1 Correlation Matrix
표 Table 2 Parameter estimates for causal paths: original Model
그림 Figure 1. Path Model of Mobile Advertising Acceptance: Hypothesized Model
표 Table 3 Parameter estimates for casual paths: Modified Model

AI 본문요약
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문제 정의

As antecedents of consumers’ attitude toward mobile ads, this study examined irritation, personalization, and online privacy concerns.
This study investigates antecedents of consumers’ mobile advertising acceptance; those antecedents are irritation, personalization, and online privacy concerns.
These factors are salient especially in mobile advertising which enables marketers to deliver personalized advertising messages to their target audiences. Thus, this study provide unique contributions when it comes to understanding how mobile advertising works.

가설 설정

Finally, H4 posits that attitude toward mobile ads positively relates to mobile advertising acceptance. As shown in [Table 3], attitude toward mobile ads is positively related to mobile advertising acceptance.
H1 posits that irritation negatively relates to attitude toward mobile ads. According to Anderson and Gerbing[38], a t-value of greater than 2 for each coefficient indicates a statistical significance.
H1: Irritation is negatively related to consumers’ attitude toward mobile ads.
05). H2 proposes that personalization positively relates to attitude toward mobile ads. Study results show that, as expected, personalization is positively related to attitude toward mobile ads (t = 2.
H2: Personalization positively affects consumers’ attitude toward mobile ads.
01). H3 states that online privacy concerns negatively relates to attitude toward mobile ads. [Table 3] shows that the study results bear this position out (t = - 3.
H4: Consumers’ attitude toward mobile ads positively relates to mobile advertising acceptance.

제안 방법

Thus, the original model was rejected and, as a way of improving the model fit, researchers examined the modification indices[38]. The modification indices showed that the model fit could be improved by adding covariance paths between the following: irritation and online privacy concerns, irritation and personalization, and lastly personalization and online privacy concerns.

대상 데이터

A total of 285 subjects (university students) participated in this study in return for course credits. College students were deemed appropriate for this study, as people in their 20s, especially in Korea, are known to be the heaviest mobile users (Ministry of Sciences & ICT, 2018).
College students were deemed appropriate for this study, as people in their 20s, especially in Korea, are known to be the heaviest mobile users (Ministry of Sciences & ICT, 2018). After removing subjects who failed to complete the survey, a total of 253 remained for further analysis. Of the subjects, 43.

데이터처리

To test the structural model concerning the relationships among the variables, a path analysis was performed via SPSS AMOS 21.0. As shown in [Table 2] and [Figure 1], the overall fit indices for the model were not acceptable, revealing a weak fit of the model to the data (x²= 8.

성능/효과

After the model modification, the goodness of fit statistics demonstrated that the modified model provided a better fit (x2 = 3.06, df = 3, p < .05; GFI = .99; AGFI = .94; CFI = .98; IFI = .98; RFI = .88; RMSEA = .065).

후속연구

University students may have different perceptions of mobile advertising than the general population. The study results would be different if its sample were the overall population, For future research, broadening samples demographically by including various age groups could be useful in investigating how consumers perceive mobile advertising in Korea. To make the study results more representative and generalizable, it is essential to use the general population.

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저자의 다른 논문 :

표제어: PCR

동의어: Packet Collision Rate

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