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모바일 광고의 단계별 수용과정에 관한 연구

A Study on Consumers’ Acceptance Process of Mobile Advertising

여정성|남기화
한국소비자학회 (Korean Society Of Consumer Studies)|2011.12|소비자학연구 (Journal of Consumer Studies)|제22권 제4호|pp. 1-28

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참고문헌

키워드

모바일 광고의 단계적 수용과정모바일 광고에 대한 소비자 인식노출통제 단계접속선택 단계정보처리 단계consumers' acceptance process of mobile advertisingconsumer awareness of mobile advertisingexposure control stepaccess selection stepinformation processing step
주제분류경제학

초록

본 연구에서는 모바일 광고 수용자로서 소비자 관점에서 모바일 광고에 대한 인식을 살펴보고 모바일 광고에 대한 단계별 수용과정을 검증하였다. 이를 위해 모바일 광고 노출 여부를 통제하는 단계, 광고 노출 후 접속 여부를선택하는 단계, 광고정보를 처리하는 단계로 구분되는 모바일 광고 수용과정에 대한 연구모형을 설정하였다. 그리고1,008명의 소비자를 대상으로 하는 자기기입식 설문과 실험설계를 통해 모바일 광고 수용과정을 검증하고 분석하였다. 모바일 광고에 대한 소비자 인식을 분석한 결과, 전반적으로 모바일 광고의 상호작용성, 개인맞춤성, 혜택제공성과 같은 효용요인에 대한 인식이 낮고 모바일 광고로 인한 개인정보 침해, 성가심, 요금 발생과 같은 비용요인에 대한 인식이 높은 것으로 나타났다. 이러한 결과는 소비자들이 모바일 광고에 대해 내게 필요하거나 내 상황에 맞는정보가 제공되지 않을 뿐만 아니라 잘못 접속하면 통화료가 발생하거나 부당한 요금이 청구될 우려가 있다고 인식하고 있기 때문인 것으로 보인다. 모바일 광고를 수용하는 과정에서는 광고 정보의 개인맞춤성과 광고의 상호작용성에 대한 인식이 높을수록 그리고 광고 노출 보상에 대한 태도가 긍정적일수록 광고 노출에 대한 사전동의 의향이 높게 나타났다. 또한 광고 노출에 대한 사전동의 의향이 높을수록, 광고에 대한 태도가 긍정적일수록 광고 접속의향이 높아지고, 광고 정보처리동기에 따라 접속의향에 차이를 보였다. 그리고 광고 정보처리동기와 능력에 따라 정보처리 경로가 다르게 나타났다. 따라서 본 연구에서 가정한 바와 같이 소비자가 모바일 광고를 수용하는 데 있어서 노출통제, 접속선택, 정보처리로구분되는 단계별 수용과정을 거친다는 것을 알 수 있었다. 본 연구는 모바일 광고의 수용과정을 단순화한 선행연구와 달리 소비자의 능동적인 광고 수용 관점에서 노출통제단계, 접속선택 단계, 정보처리 단계로 구분된 단계적 접근을 시도함으로써 모바일 광고 수용과정을 이해하기 위한체계적인 분석이 이루어졌다는 데 의의가 있다.

Abstract

Due to the proliferation of smart phones, the opening of content market and so on, the interest in mobile advertising has been increasing. Contrast to traditional media advertising,mobile advertising provides customized information and economic benefits to consumers. But mobile advertising can cause damage to consumers because it should be applied to personal information and consumers can purchase immediately through mobile advertising. Therefore it is important to build the environment that consumers can use mobile advertising as source of information without concern about damage. To achieve this, a study on consumers' acceptance process of mobile advertising must precede. The purpose of this study is: 1) to analyze the consumer awareness of mobile advertising from utility and cost point of view, 2) to set and verify the theoretical model for acceptance process of mobile advertising. In this study, mobile advertising is defined as the usage of interactive mobile media(such as smart phones and feature phones) to transmit advertising message to consumers in form of time and location sensitive, personalized information with the overall goal to promote goods and services through mobile network. A survey was carried out self-administered questionnaire and experimental design involving 1,008 consumers aged between 14 and 49. In order to maintain the same character of experimental group, it was designed 24 experiments consisting of 42 members. To verify the acceptance process of mobile advertising, the research model is divided into 3 steps;the exposure control step, the access selection step, and the information processing step. The analysis of the consumer awareness of mobile advertising is as following. The awareness of cost was higher than that of utility. Among the awareness of utility, the interaction(3.06) and the receiving benefits(3.04) were relatively high but the personalization (2.67) was lowest. Among the awareness of cost, the incurring fee(5.81) was highest. Followed by the awareness of privacy invasion(5.43) and irritation(5.41). It means that consumers perceive mobile advertising as annoying things, not useful things. Because they think that information of mobile advertising is not personalized and mobile advertising has the risk to incur charge by its access. The analysis of the consumers' acceptance process of mobile advertising is as following. In the exposure control step, the higher the awareness of personalization and interaction was and the more the attitude toward incentive for advertising exposure were affirmative, the higher the intention of prior consent for advertising exposure was. The access selection step as second step was divided into two process, from the intention of prior consent for advertising exposure to the intention of access toward advertising and from the attitude toward advertising to the intention of access toward advertising. The higher the intention of prior consent was,the higher the attitude toward advertising was. If the utility of advertising was high, the attitude toward incentive were affirmative, and the irritation from advertising was low, the attitude toward advertising was affirmative. And the more the attitude toward advertising was affirmative, the higher the intention of access toward advertising was. The awareness of incurring fee also affected the intention of access toward advertising. In the information processing step, the information processing route was affected by the information processing motive, its ability, and the type of advertising cues. To sum these results up, the higher the intention of prior consent for advertising exposure was and the more the attitude toward advertising was affirmative, the higher the intention of access toward advertising was. If the information processing motive was high, the intention of access toward advertising was high. The information processing route was divided according to information processing motive and its ability. These results said, as this study was supposed,that consumers went through progressive acceptance process divided into exposure control step, access selection step, and information processing step. This study is important that it contributes to lay the theoretical foundation for the progressive acceptance process of mobile advertising in point of consumers as the advertising audience. For future studies, the suggestions were as follows. Studies need to be carried out to design the experiment exposed to advertising via mobile media and to include various types of mobile advertising and the mobile media according to their development.

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