Multiple Functions of Mobile Media Advertisements

• 영문명: Multiple Functions of Mobile Media Advertisements
• 발행기관: 한국무역연구원
• 저자명: Hyun- Sin Shin
• 간행물 정보: 『무역연구』제10권 제2호, 267~289쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

Since the 2000s, the advent of the Internet and the rapid growth of mobile communication have radically changed the roles and concepts of media as older generations knew it. Such change leads over-the changes in the entire digital media industry as well as the life- style of the media users. In order to understand the characteristics of mobile media and mobile advertisements, which have brought about such a radical change in media, it is necessary to have a deeper understanding on the uses of mobile media including mobile advertisements. Also, interactive-media advertising is a new field with many opportunities for emergent research. In this study, a survey was conducted to collect the relevant study data. Using SPSS 17.0 software, analyses of the collected data was done through factor analysis and multiple regression analysis. Results show that of the six elements of mobile advertisements, entertainment and economy had significant influence over users absorption, while entertainment and informativeness had a significant influence over intrusiveness. On the other hand, intrusiveness had a negative impact on the attitude of mobile users toward advertisements, however, intrusiveness did not have a significant influence over the intention to verbally communicated messages. With such results, it was possible to suggest a differentiated strategy through various efficacy analyses depending on which elements of the mobile advertisements wielded their influences.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical background

Ⅲ. Methods

Ⅳ. Results and Discussion

Ⅴ. Conclusion and proposal

Acknowledgment

References

키워드

Mobile advertisement flow attitude word-of-mouth intrusion interactive designs