The effect of smart phone usage motivation on application display advertising attitude and aviodance: Mediating effect of ad intrusion
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.
Abstract
The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.
참고문헌 (14)
- Kim YJ, "Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization", Computers in Human Behavior, 33, pp.256~269 (2014)[DOI]
- Louise Kelly, "Avoidance of Advertising in Social Networking Sites", Journal of Interactive Advertising, 10, pp.16~27[DOI]
- Qiang Xu, "Identifying diverse usage behaviors of smartphone app", Proceedings of the 2011 ACM SIGCOMM conference on Internet measurement conference, pp.329~344 (2011)
- Mobile Marketing Association, "Mobile Advertising Guidelines", pp.1~28 (2009), Mobile Marketing Association
- Vladan Radosavljevic, "Smartphone App Categorization for Interest Targeting in Advertising Marketplace", Proceedings of the 25th International Conference Companion on World Wide Web, pp.93~94 (2016)
- Haghirian P, "Consumer Attitude toward Advertising via Mobile Devices -An Empirical Investigation among Austrian Users in Proceedings of the 13th European Conference on Information Systems", 26~28 (2005)
- Colley RH, "Defining Advertising Goals for Measured Advertising Results" (1961), Association of National Advertisers. Inc
- 유승엽, "스마트폰 애플리케이션 디스플레이 광고회피에 영향을 미치는 요인에 대한 연구 : 광고태도, 지각된 침입성, 매체 노출량 및 매체이용동기를 중심으로", 광고학연구, 24(2), pp.125~143 (2013), 한국광고학회
- 유승엽, "리워드 어플리케이션 이용동기와 혜택 및 손실요인이 추천의도에 미치는 영향", 한국심리학회지: 소비자·광고, 15(2), pp.279~306 (2014), 한국소비자·광고심리학회[DOI]
- Lee KY, "The study on predictors of advertising avoidance behaviors in television advertising : With emphasis on cognitive, mechanical, and physical advertising avoidance", The Korean Journal of Advertising, 12(2), pp.165~189 (2001)
- Edwards SM, "Forced exposure and psychological reactance : antecedents and consequences of the perceived intrusiveness of pop-up ads", Journal of Advertising, 31(3), pp.83~95 (2002)[DOI]
- Li H, "Measuring the Intrusiveness of Advertisements : Scale Development and Validation", Journal of Advertising, 31(2), pp.37~47 (2002)[DOI]
- 이정아, "인터넷 광고 회피에 대한 연구 : 회피 수준과 회피 예측변인들의 영향력을 중심으로", 광고학연구, 16(1), pp.203~223 (2005), 한국광고학회
- Speck PS, "Predictors of Advertising Avoidance in Print and Broadcast Media", Journal of Advertising, 26(3), pp.61~76 (1997)[DOI]