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http://dx.doi.org/10.9708/jksci.2014.19.11.183

Factors Affecting the Purchase Intention of Mobile Advertising : Focusing on the Comparison between Korea and Russia  

Kim, Seung-Gweon (SW Engineering Center of National IT Promotion Agency)
Yoon, Jong-Soo (Dept. of Business Administration, Kangnam University)
Publication Information
Journal of the Korea Society of Computer and Information / v.19, no.11, 2014 , pp. 183-192 More about this Journal
Abstract
With the rapid mobile phones and global diffusion of mobile marketing it is very important to understand cross-national consumer attitude and behavioral intentions toward mobile marketing as a promotional channel. Some areas of mobile advertising still need more investigation. Especially, the topic about consumer attitude toward mobile advertising has been received a considerable amount of attention. Based on the Technology Acceptance Model (TAM), this study investigates the relationship between characteristic of mobile advertising and purchase intention toward mobile advertising, and analyzes moderating effect of country type. The result of this study could help researchers and practitioners to understand which factors should be managed to increase the effectiveness of mobile advertising.
Keywords
Mobile advertising; Purchase Intention; Technology Aceptance Model;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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