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Empirical Study on Factors Influencing the Value of Mobile Advertising: From the Perspective of Information Value  

Park, Chul-Woo (Coll. of Business Administration, Seoul National University)
Ahn, Joong-Ho (Coll. of Business Administration, Seoul National University)
Jahng, Jung-Joo (Coll. of Business Administration, Seoul National University)
Kim, Eun-Jin (Coll. of Business Administration, Seoul National University)
Publication Information
Information Systems Review / v.8, no.2, 2006 , pp. 29-49 More about this Journal
Abstract
The introduction of the Digital Economy has formed a new market producing and trading information. Depending on the current contexts, each user evaluates identical information differently. It is difficult, even though important, to create and deliver the information customized to individual users by using some factors as time, location, and their personal characteristics. Information value, therefore, could be influenced by the capability of information systems to delivery useful information based on individual contexts to the right user immediately at the right time. From this point of view, we argue mobile systems which are able to be aware of individual contexts and deliver contextual information in real time can improve information value easily than other systems can. This research presents the results of an empirical test about antecedents to mobile advertising value. Though context relevance doesn't influence directly mobile advertising value, it plays an important role enhancing information usefulness which has great influence on mobile advertising value. Moreover, to supply information connected with users' context overcomes the effect of irritation. Lastly, entertainment can improve mobile advertising value as satisfying user's hedonic desire beyond the information source supporting decision making.
Keywords
Information Value; Ubiquitous Computing; Mobile Advertising; Context Relevance;
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