한국컴퓨터정보학회논문지 (Journal of the Korea Society of Computer and Information)

  • 제18권12호
  • /
  • Pages.139-147
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  • 2013
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  • 1598-849X(pISSN)
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  • 2383-9945(eISSN)
한국컴퓨터정보학회 (Korean Society of Computer Information)
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모바일 광고(Mobile Advertising)의 효과성에 관한 연구: 기술수용모형을 중심으로

A Study on the Effectiveness of Mobile Advertising: Based on Technology Acceptance Model

  • Yoon, Jongsoo (College of Business Administration, Kangnam University)
  • 투고 : 2013.11.19
  • 심사 : 2013.12.14
  • 발행 : 2013.12.31
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초록

유무선 인터넷의 활용도 증대에 따라 개인의 생활방식을 포함하여 기업의 대고객 관리활동에 있어서도 많은 변화가 나타나고 있다. 특히, 최근의 스마트폰 사용자의 증가, 모바일 인터넷 기술의 지속적 발전과 보급, 모바일 인터넷 사용률의 증대, 시공간의 제약을 벗어날 수 있는 정보전달 기기의 발전 등에 힘입어 기업에서의 모바일 광고는 자사 고객들에 대한 제품 및 서비스 소개, 각종 판촉 및 홍보 등의 마케팅 활동을 위한 핵심 수단으로 이용되고 있다. 이러한 추세에 부응하기 위하여, 본 연구에서는 모바일 광고의 어떠한 특성요인이 모바일 인터넷 사용자들의 광고 수용의도에 직간접적인 영향을 미치는가, 나아가 이러한 모바일 광고의 특성과 광고 수용의도간의 관련성이 국가의 유형에 따라 어떻게 달라지는가를 실증적으로 분석하고자 한다.

As the use of wired and mobile Internet is on the increase, organizational activities for customers as well as individual life style are changing rapidly from the past. Specifically, mobile advertising in organizations thanks to remarkable growth in smartphone users, continuous development of mobile Internet technologies, and enhancement of information delivery capability regardless of time and place, has become a competitive weapon for presenting new products and services, promoting marketing programs, and communicating with customers. The study is to investigate what characteristics of mobile advertising are affecting the acceptance toward mobile advertising, and to analyse if the country type of mobile Internet users has a moderating effect on the relationship between these characteristics of mobile advertising and user acceptance.

키워드

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피인용 문헌

  1. 위치기반서비스에서 구매의도에 영향을 미치는 요인: 프라이버시-신뢰-행동의도 모형을 중심으로 vol.19, pp.10, 2013, https://doi.org/10.9708/jksci.2014.19.10.175