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http://dx.doi.org/10.5392/JKCA.2020.20.08.176

Untangling the Way Smartphone-based Multiscreening Influences Attitude toward Mobile Video Advertising  

Lee, Ki-Young (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.8, 2020 , pp. 176-185 More about this Journal
Abstract
This study aimed to explore whether and how smartphone-based multiscreening affects a consumer's attitude toward mobile video advertising. For the latter purpose, this study proposed and empirically tested whether perceptions of advertising informativeness and advertising intrusiveness mediate the impact of smartphone-based multiscreening on attitude toward mobile video advertising. The results of an online survey (n=155) indicated that smartphone-based multiscreening was significantly and positively related to consumer attitude toward mobile video advertising and that the effects of multiscreening were partially transmitted via perceived advertising informativeness. Unexpectedly, however, the mediating role of perceived advertising intrusiveness was not supported in this study.
Keywords
Multiscreening; Attitudes toward Mobile Video advertising; Perceived advertising Informativeness; Perceived advertising Intrusiveness;
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