모바일 광고의 태도효과 모델 연구 = An Integrated Model of Attitudes toward Wireless Marketing

국문 초록 (Abstract)

본 연구는 기술수용성모델(Davis, 1989)과 웹광고 태도모델(Ducoffe, 1996)을 기초로 모바일 광고의 태도효과를 설명하는 통합적인 모델을 제안하고자 하였다. 기술수용성모델은 정보기술(IT) 분야에서 사용자의 새로운 시스템에 대한 채택과 이용을 예측하는 모델로 폭넓게 받아들여지고 있으며, Ducoffe(1996)의 웹광고 태도모델은 웹에 대한 소비자들의 태도를 예측하는 모델로 잘 알려져 있다. 본 연구는 이 두 모델을 통합하는 가설적 모델을 설정하고 검증하였다. 가설모델의 검증에 앞서, 측정문항의 구성개념을 파악하는 탐색적 요인분석을 실시하였고, 그 다음 구조적 관계를 파악하는 경로분석을 실시하였다. 연구결과, 기술수용성모델에서 제안하는 지각된 사용 용이성의 시스템 만족에 대한 직접적 효과를 제외한 모든 경로가 유의미하였으며, 두 모델을 통합한 가설적 모델은 양호한 것으로 나타났다(GFI=.97, NFI=.90, CFI=.94). 이에 따라 본 연구는 모바일 광고태도모델이 단순히 전통적인 소비자 행동모델에 의존하기 보다는 모바일 환경에서 시스템 특성 및 시스템에 대한 태도를 고려하는 것이 타당하다는 것을 밝혔다. 본 연구의 시사점 및 제한점이 논의되었다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to develop a integrated model of attitudes toward wireless advertising. The proposed model based on the technology acceptance model (Davis, 1989) and web advertising model (Ducoffe, 1996). In this study, a survey was conducted with 181 male and 258 female students participating in marketing classes and introduction to communication at several universities. The result revealed that the proposed model was fit with GFI=.97, NFI=.90, and CFI=.94. Also, all hypothesized relationships within the proposed model were significant except a direct effect of perceived ease of use on system satisfaction. Our results suggested that the hypothesized model could be unified technology acceptance model and a traditional consumer model to improve a prediction of attitude toward wireless advertising.

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