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http://dx.doi.org/10.3745/KIPSTD.2009.16-D.1.43

Effects of Entertainment and Economical Efficiency on the Mobile Advertising Value and Intention  

Lee, Bong-Gyou (연세대학교 정보대학원)
Kim, Ki-Youn (연세대학교 정보대학원)
Lee, Hye-Sun ((주)현대아이티통신)
Publication Information
The KIPS Transactions:PartD / v.16D, no.1, 2009 , pp. 43-54 More about this Journal
Abstract
The purpose of this study is to explore variables that affect users' perceived value of mobile advertising and actual response intention and to analyze causal relationships among variables. In order to verify the relational significance, we built new research model and hypotheses based on the Ducoffe's model(1996). And we found out four independent variables such as entertainment, information usefulness, convenience, economical efficiency, and advertising impact's value as a mediating variable. Especially, we classified into four multi-age groups to investigate properly moderating effects through SEM(path analysis) and difference test. Therefore, it is academical and practical worth that we developed our model to appropriate on mobile advertising's unique property and that we verified our hypotheses and variables focused on age group, whereas previous research did not. For this, we surveyed 345 samples for conducting structural equation modeling in empirical approach. The results of this study supported the statistical significance of all hypotheses except but convenience.
Keywords
Mobile Advertising; Advertising Value; Response Intention; Entertainment; Economical Efficiency; Structural Equation Model;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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