모바일광고에 대한태도에 영향을 미치는 선행요인 : Ducoff(1996)의 웹 광고 효과 모델 확장 적용 = The Antecedents of Influence on the Attitude toward Mobile Advertising

국문 초록 (Abstract)

본 연구는 Ducoffe(1996)의 웹 광고 효과 모델을 근간으로 모바일 광고에 대한 태도에 영향을 미치는 선행요인이 무엇인지를 파악하고자 하는 목적으로 이루어졌다. 본 연구는 두코페의 모델에서 제시된 정보성, 오락성, 성가심 외에 모바일 광고의 독특한 특성인 개인화와 편재성을 새로운 변인으로 제시하였다. 모바일 기기의 주 타깃인 대학생들을 대상으로 설문조사한 결과 지각된 정보성, 지각된 오락성, 지각된 개인화는 모두 광고에 대한 태도에 정(+)적인 영향을 미치는 것으로 나타났다. 그러나 지각된 성가심은 광고에 대한 태도에 부(-)적인 영향을 미치는 것으로 나타났으며, 지각된 편재성은 광고에 대한 태도에 직접적인 영향을 미치지 않는 것으로 나타났다. 또한 지각된 편재성은 지각된 성가심에 긍정적 영향을 미치는 것으로 나타났으나, 지각된 개인화는 지각된 성가심에 부정적 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

As Mobile communication market grows rapidly, mobile communication media has been in spotlight as advertising media. However, we need to discuss whether mobile advertising has any significant effect. This study aims to explore what kind of factors could have impact on mobile advertising. Theoretically, based on Ducoffe’s(1996) advertising value-attitude model, the study attempts to find out antecedent variables of perceived mobile advertising value and its influence on attitude in general. Questionnaires have been gathered from 527 college students, primary target group of mobile communication media during March, 2007. Among respondents, males were 43.3% and females were 56.7%. The study results show that information had positive relationship with mobile advertising attitude. Entertainment was positively correlated with advertising attitude. Irritation had negative relationship with advertising attitude. Advertising attitudee was significantly related to personalization, but not ubiquity. Irritation had positive relationship with Ubiquity, but negative with personalization.

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