• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.195-204
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• 2020

This research examines four specific objectives: (1) identifying factors that affect Vietnamese consumer attitudes towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes among groups of consumers with different characteristics in terms of gender, age, income, and academic level, and (4) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study uses the online survey form via e-mail and Facebook in a convenience sampling method; the subjects surveyed are between the ages of 18 and 35, and all are in urban areas in Vietnam, and are using smartphones and accessing the internet and other phone applications. A sample of 490 respondents were valid and used for processing. The study employs a combination of qualitative and quantitative methods to analyze exploratory factors and linear multiple regression. The results reveal that there are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by reduced importance: entertainment, informativeness, credibility, non-irritation, permission and control. From that, the study offers some managerial suggestions for smartphone advertisers to improve their strategies and tatics to enhance their customer service, so that the smartphone advertising can attract people and help Vietnamese consumer in their buying behavior.

• Journal of Intelligence and Information Systems
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• v.19 no.3
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• pp.73-91
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• 2013

Advertising market has been facing new challenges due to dramatic change in advertising channels and the advent of innovative media such as mobile devices. Recent research related to mobile devices is mainly focused on the fact that mobile devices could identify users'physical location in real-time, and this sheds light on how location-based technology is utilized to achieve competitive advantage in advertising market. With the introduction of smartphone, the functionality of smartphone has become much more diverse and context awareness is one of the areas that require further study. This work analyses the influence of context awareness value resulted from the transformation of advertising channel in mobile communication market, and our research result reflects recent trend in advertising market environment which is not considered in previous studies. Many constructs has intensively been studied in the context of advertising channel in traditional marketing environment, and entertainment, irritation and information are considered to be the most widely accepted variables that has positive relationship with advertising value. Also, in smartphone advertisement, four main dimensions of context awareness value are recognized: identification, activity, timing and location. In this study, we assume that these four constructs has positive relationship with context awareness value. Finally, we propose that advertising value and context awareness value positively influence smartphone advertising attitude. Partial Least Squares (PLS) structural model is used in our theoretical research model to test proposed hypotheses. A well designed survey is conducted for college students in Korea, and reliability, convergent validity and discriminant validity of constructs and measurement indicators are carefully evaluated and the results show that reliability and validity are confirmed according to predefined statistical criteria. Goodness-of-fit of our research model is also supported. In summary, the results collectively suggest good measurement properties for the proposed research model. The research outcomes are as follows. First, information has positive impact on advertising value while entertainment and irritation have no significant impact. Information, entertainment and irritation together account for 38.8% of advertising value. Second, along with the change in advertising market due to the advent of smartphone, activity, timing and location have positive impact on context awareness value while identification has no significant impact. In addition, identification, activity, location and time together account for 46.3% of context awareness value. Third, advertising value and context awareness value both positively influence smartphone advertising attitude, and these two constructs explain 31.7% of the variability of smartphone advertising attitude. The theoretical implication of our research is as follows. First, the influence of entertainment and irritation is reduced which are known to be crucial factors according to previous studies related to advertising value, while the influence of information is increased. It indicates that smartphone users are not likely interested in entertaining effect of smartphone advertisement, and are insensitive to the inconvenience due to smartphone advertisement. Second, in today' ubiquitous computing environment, it is effective to provide differentiated advertising service by utilizing smartphone users'context awareness values such as identification, activity, timing and location in order to achieve competitive business advantage in advertising market. For practical implications, enterprises should provide valuable and useful information that might attract smartphone users by adopting differentiation strategy as smartphone users are sensitive to the information provided via smartphone. Also enterprises not only provide useful information but also recognize and utilize smarphone users' unique characteristics and behaviors by increasing context awareness values. In summary, our result implies that smartphone advertisement should be optimized by considering the needed information of smartphone users in order to maximize advertisement effect.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.559-567
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• 2022

The effect of smartphone usage motivation on application display advertising attitude and advertising avoidance was investigated. In addition, the mediating effect of advertising intrusion was confirmed. The total number of participants in the study was 309, and the data collection method used a survey method. Covariate structural analysis was conducted to investigate the causal relationship between smartphone usage motivation and advertising attitude and the mediating effect of perceived intrusion on advertising avoidance. There are five results. First, the motivation for using smartphones had a significant effect on the display advertising attitude of smartphone applications. Second, the display advertising attitude of the smartphone application had a significant effect on the advertising avoidance behavior. Third, the display advertising attitude of smart phone application had a significant effect on perceived advertising intrusion. Fourth, the perception of intrusiveness of display advertising in smartphone applications had a significant effect on advertising avoidance behavior. Finally, it was confirmed that the perceived ad intrusion has a partial mediating effect in the causal relationship of the smartphone application display advertising attitude to the ad avoidance behavior. The results of this study will contribute to suggesting strategies to reduce advertising avoidance behavior.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.176-185
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• 2020

This study aimed to explore whether and how smartphone-based multiscreening affects a consumer's attitude toward mobile video advertising. For the latter purpose, this study proposed and empirically tested whether perceptions of advertising informativeness and advertising intrusiveness mediate the impact of smartphone-based multiscreening on attitude toward mobile video advertising. The results of an online survey (n=155) indicated that smartphone-based multiscreening was significantly and positively related to consumer attitude toward mobile video advertising and that the effects of multiscreening were partially transmitted via perceived advertising informativeness. Unexpectedly, however, the mediating role of perceived advertising intrusiveness was not supported in this study.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.14 no.1
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• pp.139-146
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• 2014

This paper proposes a new personalized mobile advertising service using a smartphone connected with a digital signage which is increasingly common for out-of-home advertising. The advertising contents can be transferred with their metadata to a digital signage. Then, the signage delivers only metadata to smartphones in close proximity of it. Based on the user's preference, an application on a smartphone stores advertising metadata and publishes a personalized advertising e-catalog automatically. A smartphone user can browse, edit and share it with friends. In the view of extension of the reach of the advertising contents of various N-Screen devices including a digital signage and a smart TV to a smartphone and supplying personalized advertising data, this advertising model will be very beneficial and commercialized in the near future.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.253-260
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• 2012

This study were investigated to the factors affecting smart phone applications to avoid display ads. The results of this study are as follows. First, factor analysis, propensity for advertising intrusion was the result of a single factor. Also showed significant effect advertising intrusion ad avoidance tendency. Second, the smartphone motivation for the use of the results of factor analysis, seven factors were, Entertainment, information acquisition, learning/work use, multimedia use, ease of life, time leverage, respectively. Showed low levels of advertising avoidance learning/working synchronous usability and ease high motivation life. Finally a smart phone for involvement that there is no significant difference in advertising intrusion tendency appeared. High involvement group was obtaining information, entertainment, social relationships, and multimedia use, ease of living, time management motivation significantly higher than the low involvement group. The results of this study it is expected that the smartphone application smartphone users to reduce evasion of advertising practitioners to give answers to create display ads advertising.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.5
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• pp.97-105
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• 2020

As smartphone app use and untact consumption activities become more common, a new consumption environment is starting. The purpose of this study is to measure preference and brand trust as an advertising effect through experience of UI functional factors of shopping brand app and to establish causal structural relationship to satisfaction.Based on theoretical research, the research model was set and the data of 223 people collected in the survey were analyzed using the SPSS 25.0 program.App UI functional factors partially affect advertising effects, and advertising effects have been found to affect satisfaction. This could provide basic research on marketing communications for brand shopping apps.

• Journal of the Korea Society of Computer and Information
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• v.18 no.9
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• pp.153-163
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• 2013

As the number of Smartphone users increases, mobile advertising market has been expanding rapidly. In line with this, the ways to evaluate mobile advertising effectiveness are diversified, and engagement is one of the crucial qualitative and multi-dimensional evaluation methods of mobile advertising. Thus, the purpose of this study is to identify key antecedents and consequences of mobile advertising engagement, and examines the structural relationships among those research variables. Informativeness and personalization were selected as antecedents of engagement, trust and e-WOM intention were selected as consequences of engagement based on the review of previous studies. Data collected from survey was used to assess research hypotheses. Results show that informativeness and personalization have significant and positive effects on engagement, and engagement influences on trust and e-WOM intention. In addition, trust is proven to be positively related to e-WOM intention.

• Journal of the Korea Society of Computer and Information
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• v.18 no.12
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• pp.139-147
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• 2013

As the use of wired and mobile Internet is on the increase, organizational activities for customers as well as individual life style are changing rapidly from the past. Specifically, mobile advertising in organizations thanks to remarkable growth in smartphone users, continuous development of mobile Internet technologies, and enhancement of information delivery capability regardless of time and place, has become a competitive weapon for presenting new products and services, promoting marketing programs, and communicating with customers. The study is to investigate what characteristics of mobile advertising are affecting the acceptance toward mobile advertising, and to analyse if the country type of mobile Internet users has a moderating effect on the relationship between these characteristics of mobile advertising and user acceptance.

• Journal of the Korea Convergence Society
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• v.8 no.1
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• pp.7-12
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• 2017

In this paper, we proposed an electronic attendance-absence recording system using a smartphone that does not require separate BLE(Bluetooth Low Energy) devices and infrastructure by using BLE advertisement technology of smartphone. The existing BLE-based electronic attendance-absence recording system requires a BEL device to be attached to each classroom for services and a separate technology to identify the devices attached to the classroom. Also, due to the interference with each other, sometimes an error occurred in the electronic connection. In this paper, we propose a system to solve the problems about time, place and cost, which is a disadvantage of the conventional Bluetooth beacon system. BLE advertising function of the smartphone that the user is using without BLE device, it is possible to construct infrastructure for electronic attendance-absence recording system. In order to evaluate the effectiveness of the proposed system, we designed the system structure and operation flow and constructed the system using the smart phone in actual used.