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http://dx.doi.org/10.22156/CS4SMB.2019.9.4.048

Effects of advertisement acceptance according to brand familiarity on ease of imitation and behavioral intention of mobile payment  

Kim, Yun-Jeong (Dept. of Fintech Management, Jeju International University)
Publication Information
Journal of Convergence for Information Technology / v.9, no.4, 2019 , pp. 48-58 More about this Journal
Abstract
Recently, companies that have already the brand familiarity based on IT technology are changing the way of financial transactions by providing mobile simple payment service. It is difficult to apply the results of research conducted on traditional financial products, although the familiarity of the brand positively affects the brand attitude and intention of use in the preceding studies. To confirm this, this study verified whether mobile simple payment services of a company with high brand familiarity can copy the service easily and have intention of use through advertisement acceptance. The empirical results showed that the advertising of brand with high familiarity could be a motivation factor to imitate new services more easily. This results is meaningful in that it confirms the importance of strategic advertising because the more higher the brand's familiarity is, the more efficient the advertising can be used in the mobile simple payment service.
Keywords
Brand Familiarity; Advertisement Acceptance; Ease of Imitation; Mobile Payment Services; Financial Transaction;
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Times Cited By KSCI : 7  (Citation Analysis)
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