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A Comparative Study on the Factors Affecting the Acceptance Intention for Mobile Ads.: Cases of Korea and U.S.A.  

Yoo, Sang-Jin (Department of MIS, Keimyung University)
Lee, Dong-Man (Department of Business Administration, Kyungpuk National University)
Kim, Hyo-Jung (Department of Business Administration, Kyungpuk National University)
Publication Information
Information Systems Review / v.8, no.3, 2006 , pp. 135-152 More about this Journal
Abstract
This study has been performed to analyze and identify some factors which has impact on the level of consumers' acceptance for the mobile ads. For better results and more reasonable generalization of the results, this study targets consumers in two such countries as Korea and U.S.A. This research investigates the determinants of consumer's acceptance for the mobile Ads. Based on TAM(Technology Acceptance Model) and Flow theory, our research adopts some factors for a theoretical model such as entertainment, information, irritation, credibility, flow experience, attitudes and acceptance intention. For examining an implied relationships by this research model, a survey was conducted by collecting research data from students and consumers of mobile ads in Korea, and U.S.A. This data was analyzed based on using AMOS, the structural equation modeling and a second-generation multi variant technique, and has gained distinct advantages over other technique.
Keywords
Mobile Ads; Acceptance Intention; Flow theory; Technology Acceptance Model;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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