Browse > Article
http://dx.doi.org/10.9728/dcs.2017.18.4.681

An Exploratory Study on the effectiveness of NFC Advertising in Cinema Environment  

Shim, Sung-Wook (Department of Advertising & PR, Hanyang University)
Byun, Hye-Min (Department of Advertising & PR, Hanyang University)
Kim, Woon-Han (Department of Media & Communication, Sunmoon University)
Publication Information
Journal of Digital Contents Society / v.18, no.4, 2017 , pp. 681-690 More about this Journal
Abstract
This study is to find the effectiveness of advertising acceptance through NFC advertising and mobile in a cinema environment. The results are as follows. First, personification and participation among interacitivity factors had a positive impact on advertising acceptance. Second, advertising value of NFC advertising had a partially positive impact. Perceived usefulness and ease of use, perceived entertainment, and innovation alos had a positive impact on advertising acceptance. Finally, interactivity, followed by advertising value, had impact on the acceptance of NFC advertising.
Keywords
Digital Signage; Intention of Advertising Acceptance; Interactivity; Near Field Communication(NFC); Perceived Usefulness;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 D. L. Hoffman and T. P. Novak. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 6(3), 50-68.
2 M. B. Holbrook & E. C. Hirschman. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun, Journal of Consumer Research, 9(2), 132-140.   DOI
3 Malone, T. W. (1981). What makes things fun to learn? A study of intrinsically motivating computer games. Pipeline, 6(2), 50.
4 J. H. Han., T. S. Moon. (2012). An Empirical Study on Perceived Value and Perceived Enjoyment of IPTV Service and Continuous Intention to Use. Korea E-commerce Research, 12(2), 125-147.   DOI
5 M. M. Tsang, S. C. Ho., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.   DOI
6 H. van der Heijden. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.   DOI
7 Venkatesh, & F. D. Davis. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.   DOI
8 E. M. Rogers. (1995). Diffusion of innovation. New York: The Free Press.
9 R. Agarwal. & Prasad, J. (1998). The antecedents and consequents of user perceptions in information technology adoption. Decision Support Systems, 22(1), 15-29.   DOI
10 M. H. Kim., S. W. Shim. (2014). The Study on Mobile Advertising acceptance intention through Digital Signage's NFC : Focusing on the Interactivity, Advertising value, Innovativeness. The Korean Journal of Advertising, 25(7), 111-137   DOI
11 J. B. Walther., & Burgoon, J. K. (1992). Relational Communication in Computer-Mediated Interaction. Human Communication Research, 19(1), 50-88.   DOI
12 S. S. Srinivasan., R. Anderson., & K. Ponnavolu. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.   DOI
13 J. Eighmey., & L. McCord. (1998). Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web. Journal of Business Research, 41(3), 187-194.   DOI
14 R. R. Dholakia, Miao Zhao, Dholakia. N., & D. R. Fortin. (2000). Interactivity and Revisits to websites: A Theoretical Framework. RITIM Working Paper: http://ritim.cba.uri.edu/wp/.
15 R. H. Ducoffe. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.   DOI
16 T. A. Shimp. (1981). Attitude toward the ad as a mediator of comsumer brand choice. Journal of Advertising, 10(2), 9-15.   DOI
17 R. H. Ducoffe. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
18 M. Kim., & S. J. Lennon. (2000). Television shopping for apparel in the United States: Effects of perceived amount of information on perceived risks and purchase intentions. Family and Consumer Sciences Research Journal, 28(3), 301-331.   DOI
19 C. B. Noh., & W. S. Na. (2014). A Study of Changing SNS Platform Using the Augmented Reality and Pairing. Journal of Digital Contents & Society, 15(5), 587-594.   DOI
20 F. D. Davis., R. P. Bagozzi., & P. Warshaw. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35, 982-1003.   DOI
21 J. W., Moon., & Y. G. Kim. (2001). Extending the TAM for a world wide web context. Information & Management, 38(4), 217-230.   DOI
22 S. H. Koo., D. W. Kim., C. M. Park., & K. H. Kim. (2013). Influence of LTE Characteristic and Personal Innovativeness on LTE Smart Phone Acceptance. Journal of Digital Contents & Society, 14(3), 291-301.   DOI
23 Y. Liu. (2003). Developing a scale to measure the interactivity of websites. Journal of Advertising Research, 43(2), 207-216.   DOI
24 S. W. Yoon. (2014). Turn on Smartphone in the Theater. MegaBox Screen NFC AD. CHEILWORLDWIDE. [Mediaview]. 2014.06.16
25 S. H. Ha., J. S. Oh., & B. G. Lee. (2011). The Analysis of Advertisement Effect in Smart Phone Environment: The Comparison of Users with Providers of Commercial. Journal of Korean e-Business, 16(4).
26 S. W. Shim. (2009). A Study of the Acceptance of Interactive TV Advertising: Focused on Flow, Interactivity, Extension of TAM. Advertising Research, 83, 63-96.
27 B. J. Babin., W. R., Darden., & M. Griffin. (1994). Work and/of Fun: Measuring Hedonic and Utilitarian Sopping Value. Journal of Consumer Research, 20, 644-656.   DOI
28 Chosun Biz. biz.chosun.com. M. H. Yoon. 2017.03.07.
29 T. J. Kang. (2010). The Influence of Traits of Moviegoers' Experiential Consumption on the Attitudes toward the Cinema Advertising. OOH Advertising Research, 7(3), 233-249.
30 M. H. Lee., & J. H. Kim. (2012). A Study on the Effect of Screen Advertising by Message Type and Consumers' Commitment. The Korean Journal of Advertising, 23(1), 27-45.