A Study on the Affecting Factors for the Acceptance of the Advertisement through Mobile Media: Cases of Korea and Japan

이동통신매체광고의 수용영향요인에 관한 연구: 한국, 일본 중심으로

This research investigates the determinants of the customer's acceptance intuition for the ads on cellular phone. For this purpose, this research set up a model with such variables as entertainment information irritation, credibility, flow experience, attitudes and acceptance intention based on TAM and Flow theory. For the more reasonable and generalizable results, this study targets two different customer groups in Korea and Japan and compare the responses from these two groups using AMOS, the structural equation modeling and a second-generation multi - variant techniques.