Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The effect of smartphone usage motivation on application display advertising attitude and avoidance: Mediating effect of ad intrusion

스마트폰 이용동기가 어플리케이션 디스플레이 광고태도와 광고회피에 미치는 영향: 광고침입성의 매개효과

  • Yu, Seung-Yeob (Department of Advertising and Public Relations, Namseoul University)
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2022.04.07
  • Accepted : 2022.05.20
  • Published : 2022.05.28
Download PDF
⟨ Previous Next ⟩

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.

본 연구에서는 스마트폰 이용동기가 어플리케이션 디스플레이 광고태도와 광고회피에 미치는 영향을 확인하였다. 또한, 광고침입성의 매개효과를 확인하였다. 연구참여자는 309명이며 설문조사방법을 이용하여 자료를 수집하였다. 공변량구조분석을 이용하여 스마트폰 이용동기와 어플리케이션 디스플레이 광고태도간의 인과관계를 분석하였으며, 광고침입성의 매개효과를 검증하였다. 연구결과, 첫째 스마트폰 이용동기는 스마트폰 어플리케이션 디스플레이 광고태도에 유의미한 영향을 미쳤다. 둘째, 스마트폰 어플리케이션 디스플레이 광고태도가 광고회피행동에 유의미한 영향을 미쳤다. 셋째, 스마트폰 어플리케이션 디스플레이 광고태도는 지각된 광고침입성에 유의미한 영향을 미쳤다. 넷째, 스마트폰 에플리케이션 디스플레이 광고의 침입성 지각은 광고회피행동에 유의미한 영향을 미쳤다. 마지막으로, 스마트폰 어플리케이션 디스플레이 광고태도와 광고회피 행동간에 인과관계에서 광고침입성 지각은 매개효과를 미쳤다. 본 연구결과는 광고회피 행동을 감소시키는 전략을 제안하는데 기여할 것이다.

Keywords

References

  1. Kim YJ, Han JY (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior. 33, 256-269. DOI : 10.1016/j.chb.2014.01.015.
  2. Louise Kelly, Gayle Kee, Judy Drennan. Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10, 16-27. DOI : 110722167.0.1080/15252019.2010. https://doi.org/10.1080/15252019.2010.10722167
  3. Qiang Xu, Jeffrey Erman, Alexandre Gerber, Zhuoqing Mao, Jeffrey Pang (2011). Identifying diverse usage behaviors of smartphone apps. Proceedings of the 2011 ACM SIGCOMM conference on Internet measurement conference. 329-344. DOI : 10.1145/2068816.2068847.
  4. Mobile Marketing Association(2009). Mobile Advertising Guidelines. Mobile Marketing Association, 1-28.
  5. Vladan Radosavljevic, Mihajlo Grbovic, Nemanja Djuric, Narayan Bhamidipati, Daneo Zhang, Jack Wang, Jiankai Dang, Haiying Huang, Ananth Nagarajan, Peiji Chen (2016). Smartphone App Categorization for Interest Targeting in Advertising Marketplace. Proceedings of the 25th International Conference Companion on World Wide Web. 93-94. DOI : 10.1145/2872518.2889411.
  6. Haghirian P, Madlberger M(2005). Consumer Attitude toward Advertising via Mobile Devices-An Empirical Investigation among Austrian Users in Proceedings of the 13th European Conference on Information Systems, Regensburg, Germany. 26-28. DOI : aisel.aisnet.org/ecis2005.
  7. Colley RH. Defining Advertising Goals for Measured Advertising Results(1961). Association of National Advertisers. Inc., New York. DOI: https://doi.org/10.2307/3149932.
  8. Yu SY, Kim JH(2013). The Study on the ad avoidance factors affecting in Smartphones application display. The Korean Journal of Advertising, 24(2), 125-143. https://doi.org/10.14377/KJA.2013.11.30.125
  9. Yu SY, Kim JH(2014). Use of motivations, benefits and loss factors effect on recommendation of reward application. Korean Journal of Consumer and Advertising Psychology, 15(2), 279-306. https://doi.org/10.21074/kjlcap.2014.15.2.279
  10. Lee KY(2001). 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), 165-189.
  11. Edwards SM, Li H, Lee JH(2002). Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. DOI : 10.1080/00913367.2002.10673678.
  12. Li H, Edwards SM, Lee J(2002). Measuring the Intrusiveness of Advertisements: Scale Development and Validation. Journal of Advertising, 31(2), 37-47. DOI : 10.1080/00913367.2002.10673665.
  13. Lee JA, Lyu JY(2005). A Study of Advertising Avoidance in Internet: Level of Advertising Avoidance and Predictors of Advertising Avoidance. The Korean Journal of Advertising, 16(1), 203-223.
  14. Speck PS, Elliott MT(1997). Predictors of Advertising Avoidance in Print and Broadcast Media. Journal of Advertising, 26(3), 61-76. DOI : 10.1080/00913367.1997.10673529.