Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect Service and Individual Characteristics on Usage Intention of Location-Based Advertising : Focused on the Moderating Effects of Gender

서비스 특성과 개인적 특성이 위치기반광고의 이용의도에 미치는 영향에 관한 연구 : 성별의 조절효과를 중심으로

  • Jang, Sung Hee (School of Business Administration, Kyungpook National University)
  • Received : 2015.08.10
  • Accepted : 2015.11.06
  • Published : 2015.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to examine the factors influencing usage intention of Location-Based Advertising (LBA) and moderating effects of gender. This model tests various theoretical research hypotheses relating to LBA, service and individual characteristics, and Technology Acceptance Model (TAM). The target population of this study was LBA users. The results of hypothesis testing are as follows. First, personalization and ubiquity positively influence attitudes toward LBA and irritation negatively influence attitudes toward LBA. Second, coupon proneness and flow experience positively influence attitudes toward LBA. Finally, personalization and ubiquity to attitudes toward LBA for females are significantly larger than those for males. And coupon proneness and flow experience to attitude for males are significantly larger than those for females. The results of this study will provide various implications to improve usage intention of LBA.

본 연구의 목적은 위치기반광고의 이용의도에 미치는 요인과 성별의 조절효과를 검증하는 것이다. 연구의 목적을 달성하기 위해 위치기반광고, 서비스 특성, 개인적 특성 그리고 기술수용모형(TAM)에 대한 이론적 배경을 바탕으로 연구모형 및 가설을 설정하였다. 본 연구에서는 위치기반광고 이용자들을 대상으로 설문지를 배포하였다. 분석결과, 첫째, 개인화와 편재성은 태도에 정(+)의 영향을 미치는 것으로 나타났고, 성가심은 태도에 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 쿠폰이용성향과 플로우 경험은 태도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 태도는 이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 개인화와 편재성이 태도에 미치는 영향력은 여성이 남성보다 더 큰 것으로 나타났고, 쿠폰이용성향과 플로우 경험이 태도에 미치는 영향력은 남성이 여성보다 더 큰 것으로 나타났다. 본 연구는 위치기반광고에서 이용의도에 관한 다양한 시사점을 제공할 것이다.

Keywords

References

  1. E. H. Suh, and C. S. Kim, Internet.Social.Mobile Business, Gakhuyunsa, 2013.
  2. D. S. Kim, and T. Y. Cho, "A Strategy on the Use of Space Media as Location Based SNS," Journal of Basic Design & Art, Vol. 11, No. 3, pp. 35-45, 2010.
  3. H. K. Kim, "Market Share Growth of Location-Based Advertising in the Mobile Ecosystem," Communication Trend & Insight, Vol. 17, pp. 6-8, 2012.
  4. S. T. An, and S. M. Shu, "Location-Based Advertising Via Smartphone Applications: Analysis on the Use of Personal Location-Specific Information," The Korean Journal of Advertising and Public Relations, Vol. 14, No. 1, pp. 129-159, 2012.
  5. H. Xu, X. Luo, J. M. Carrol, and M. B. Rosson, "The Personalization Privacy Paradox: An Exploratory Study of Decision Making Process for Location-Aware Marketing," Decision Support Systems, Vol. 51, No. 1, pp. 42-52, April. 2011. DOI: http://dx.doi.org/10.1016/j.dss.2010.11.017
  6. H. Xu, L. Oh, and H. Teo, "Perceived Effectiveness of Text vs. Multimedia Location-Based Advertising Messaging," Mobile Communications, Vol. 7, No. 2, pp. 154-177, 2009. DOI: http://dx.doi.org/10.1504/IJMC.2009.02244
  7. J. S. Han, Research on Mobile Location-Based Advertising Effectiveness Depends on Consumers' Perception of LBA Evaluation Elements, Ph. D. Dissertation, Hongik University, 2014.
  8. R. Unni, and R. Harmon, "Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising," Journal of Interactive Advertising, Vol. 7, No. 2, pp. 28-40, 2007. DOI: http://dx.doi.org/10.1080/15252019.2007.10722129
  9. G. C. Bruner II, and A. Kumar, "Attitudes Toward Location Based Advertising," Journal of Interactive Advertising, Vol. 7, No. 2, pp. 3-15, 2007. DOI: http://dx.doi.org/10.1080/15252019.2007.10722127
  10. S. H. Jang, and D. M. Lee, "Effect of Privacy Concerns on Protection Behaviors of Location-Based Services and Moderating Effect of Innovativeness," The Journal of Internet Electronic Commerce Research, Vol. 14, No. 4, September, 2014.
  11. P. G. Schierz, O. Schilke, and B. W. Wirtz, "Understanding Consumer Acceptance of Mobile Payment Services: An Empirical Analysis," Electronic Commerce Research and Applications, Vol. 9, No. 3, pp. 209-216, May-June, 2010. DOI: http://dx.doi.org/10.1016/j.elerap.2009.07.005
  12. R. H. Ducoffe, "Advertising Value and Advertising on the Web," Journal of Advertising Research, Vol. 36, No. 5, pp. 21-35, 1996.
  13. B. C. Kim, "The Antecedents of Influence on the Attitude Toward Mobile Advertising," Advertising Research, pp. 35-58, Summer, 2007.
  14. S. J. Doh, and Y. S. Cho, "The Influence of User Context on the Attitude Toward Mobile Advertising," Journal of Outdoor Advertising Research, Vol. 5, No. 2, pp. 79-103, Summer, 2008.
  15. S. A. Kang and E. Y. Lee, "The Influence of Social Commerce Coupon & Coupon Expiration on Perceived Value, Satisfaction and Re-visit Intention," Korea Academic Society of Hotel Administration, Vol. 21, No. 5, pp. 155-174, 2012.
  16. D. L. Hoffman, and P. T. Novak, "Marketing in Hypermedia Computer-Mediated Environment: Conceptual Foundations," Journal of Marketing, Vol. 60, No. 3, pp. 50-68, July, 1996. DOI: http://dx.doi.org/10.2307/1251841
  17. I. Ha, Y. Yoon, and M. Choi, "Determinants of Adoption of Mobile Games Under Mobile Broadband Wireless Access Environment," Information & Management, Vol. 44, No. 3, pp. 276-286, April, 2007. DOI: http://dx.doi.org/10.1016/j.im.2007.01.001
  18. J. Qi, L. Li, Y. Li, and H. Shu, "An Extension of Technology Acceptance Model: Analysis of the Adoption of Mobile Data Services in China," Systems Research and Behavioral Science, Vol. 26, No. 3, pp. 391-407, May/June, 2009. DOI: http://dx.doi.org/10.1002/sres.964.
  19. T. Zhou, "An Empirical Examination of User Adoption of Location-Based Services," Electronic Commerce Research, Vol. 13, No. 1, pp. 25-39, March, 2013. DOI: http://dx.doi.org/10.1007/s10660-013-9106-3
  20. F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, Vol. 35, No. 8, pp. 982-1003, 1989. DOI: http://dx.doi.org/10.1287/mnsc.35.8.982
  21. H. J. Kim, and S. C. Jeon, "Study of the Acceptance of Interested Parties(Auditor /Auditee) in the Information System Audit Technologies Based Technology Acceptance Model(TAM)," Journal of the Korea Academia-Industrial Cooperation Society, Vol. 16, No. 2 pp. 1403-1413, February, 2015. DOI: http://dx.doi.org/10.5762/KAIS.2015.16.2.1403
  22. S. H. Gu, W. Ping, and S. Tingting, "A Study of the Factors Influencing Acceptance of Virtual Currency: Focused on Technology Acceptance Model," Journal of the Korea Academia-Industrial Cooperation Society, Vol. 15, No. 7 pp. 4122-4131, 2014. DOI: http://dx.doi.org/10.5762/KAIS.2014.15.7.4122
  23. M. Kotchen, and S. Reiling, "Environmental Attitudes, Motivations, and Contingent Valuation of Nonuse Values: A Case Study Involving Endangered Species," Ecological Economics, Vol. 32, No. 1, pp. 93-107, 2000. DOI: http://dx.doi.org/10.1016/S0921-8009(99)00069-5
  24. H. D. Yang, and Y. J. Yoo, "It's All About Attitude: Revisiting the Technology Acceptance Model," Decision Support Systems, Vol. 38, No. 1, pp. 19-31, October, 2004. DOI: http://dx.doi.org/10.1016/S0167-9236(03)00062-9
  25. Y. J. Yang, "A Research Study on Processing Effects and Mobile Advertising," The Korean Journal of Advertising, Vol. 20, No. 1, pp. 227-242, 2009.
  26. K. D. Kim, Y. M., Yu, and J. L. Kim, "A Study on the Influence of Mobile Commerce Characteristics Perception on Mobile Shopping Intentions," The Journal of The Institute of Internet, Broadcasting and Communication, Vol. 13, No. 6, pp. 297-303, 2013. DOI: http://dx.doi.org/10.7236/JIIBC.2013.13.6.297
  27. H. J. Yun, C. C. Lee, B. G. Kim, and W. J. Kettinger, "What Determines Actual Use of Mobile Web Browsing Services? A Contextual Study in Korea," Communications of the Association for Information Systems, Vol. 28, No. 21, pp. 313-328, April, 2011. DOI: http://aisel.aisnet.org/cais/vol28/iss1/21
  28. S. Kim, and G. Garrison, "Investigating Mobile Wireless Technology Adoption: An Extension of the Technology Acceptance Model," Information Systems Frontiers, Vol. 11, No. 3, pp. 323-333, 2009. DOI: http://dx.doi.org/10.1007/s10796-008-9073-8
  29. C. H. Kim, and J. I. Kim, "A Study on the Influences of Coupon Promotions on Consumers' Coupon Redemption Behavior," The Journal of Establishment Information, Vol. 4, No. 1, March, 2001.
  30. S. H. Jang, H. S. Ahn, M. J. Noh, "A Study on the Factors Influencing Purchase Intention of Hybrid Car with Environmental Concern," Journal of Business Research, Vol. 26, No. 1, pp. 27-55, February, 2011.
  31. H. Nysveen, P. E. Pedersen, and H. Thorbjornsen, "Explaining Intention to Use Mobile Chat Services: Moderating Effects of Gender," Journal of Consumer Marketing, Vol. 22, No. 5, pp. 247-256, 2005. DOI: http://dx.doi.org/10.1108/07363760510611671
  32. C. S. Ong, and J. Y. Lai, "Gender Differences in Perceptions and Relationships among Dominants of E-learning Acceptance," Computers in Human Behavior, Vol. 22, No. 4, pp. 816-829, September, 2006. DOI: http://dx.doi.org/10.1016/j.chb.2004.03.006
  33. H. M. Kang, and J. H. Kim, "Factors Influencing the Use Intention of Social Commerce : Focusing on the Moderating Effects of Gender," Journal of The Korean Operations Research and Management Science Society, Vol. 38, No. 2, pp. 117-139, June, 2013. DOI:http://dx.doi.org/10.7737/JKORMS.2013.38.2.117
  34. W. W. Chin, B. L. Marcolin and P. R. Newsted, "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effect: Results from a Monte Carlo Simulation Study and Voice Mail Emotion/Adoption Study," 17th International Conference on Information Systems, pp. 21-41, 1996.