모바일 광고의 단계별 수용과정에 관한 연구 = 모바일 광고의 단계별 수용과정에 관한 연구

다국어 초록 (Multilingual Abstract)

Due to the proliferation of smart phones, the opening of content market and so on, the interest in mobile advertising has been increasing. Contrast to traditional media advertising, mobile advertising provides customized information and economic benefits to consumers. But mobile advertising can cause damage to consumers because it should be applied to personal information and consumers can purchase immediately through mobile advertising. Therefore it is important to build the environment that consumers can use mobile advertising as source of information without concern about damage. To achieve this, a study on consumers` acceptance process of mobile advertising must precede. The purpose of this study is: 1) to analyze the consumer awareness of mobile advertising from utility and cost point of view, 2) to set and verify the theoretical model for acceptance process of mobile advertising. In this study, mobile advertising is defined as the usage of interactive mobile media(such as smart phones and feature phones) to transmit advertising message to consumers in form of time and location sensitive, personalized information with the overall goal to promote goods and services through mobile network. A survey was carried out self-administered questionnaire and experimental design involving 1,008 consumers aged between 14 and 49. In order to maintain the same character of experimental group, it was designed 24 experiments consisting of 42 members. To verify the acceptance process of mobile advertising, the research model is divided into 3 steps; the exposure control step, the access selection step, and the information processing step. The analysis of the consumer awareness of mobile advertising is as following. The awareness of cost was higher than that of utility. Among the awareness of utility, the interaction(3.06) and the receiving benefits(3.04) were relatively high but the personalization (2.67) was lowest. Among the awareness of cost, the incurring fee(5.81) was highest. Followed by the awareness of privacy invasion(5.43) and irritation(5.41). It means that consumers perceive mobile advertising as annoying things, not useful things. Because they think that information of mobile advertising is not personalized and mobile advertising has the risk to incur charge by its access. The analysis of the consumers` acceptance process of mobile advertising is as following. In the exposure control step, the higher the awareness of personalization and interaction was and the more the attitude toward incentive for advertising exposure were affirmative, the higher the intention of prior consent for advertising exposure was. The access selection step as second step was divided into two process, from the intention of prior consent for advertising exposure to the intention of access toward advertising and from the attitude toward advertising to the intention of access toward advertising. The higher the intention of prior consent was, the higher the attitude toward advertising was. If the utility of advertising was high, the attitude toward incentive were affirmative, and the irritation from advertising was low, the attitude toward advertising was affirmative. And the more the attitude toward advertising was affirmative, the higher the intention of access toward advertising was. The awareness of incurring fee also affected the intention of access toward advertising. In the information processing step, the information processing route was affected by the information processing motive, its ability, and the type of advertising cues. To sum these results up, the higher the intention of prior consent for advertising exposure was and the more the attitude toward advertising was affirmative, the higher the intention of access toward advertising was. If the information processing motive was high, the intention of access toward advertising was high. The information processing route was divided according to information processing motive and its ability. These results said, as this study was supposed, that consumers went through progressive acceptance process divided into exposure control step, access selection step, and information processing step. This study is important that it contributes to lay the theoretical foundation for the progressive acceptance process of mobile advertising in point of consumers as the advertising audience. For future studies, the suggestions were as follows. Studies need to be carried out to design the experiment exposed to advertising via mobile media and to include various types of mobile advertising and the mobile media according to their development.

참고문헌 (Reference)

1 "정보통신망 이용촉진 및 정보보호 등에 관한 법률"

2 김혜선, "전자상거래에서의 소비자 프라이버시 보호 방안에 관한 연구 - 개인정보 제공에 대한 소비자의 인식과 행동을 중심으로" 한국소비문화학회 6 (6): 1-26, 2003

3 이시훈, "온라인 광고의 정책과 제도에 관한 연구" 한국방송광고공사 2006

4 "스트라베이스"

5 김정은, "소비자의 개인정보 가치평가와 영향요인에 관한 연구" 서울대학교대학원 2008

6 이경렬, "모바일광고의 접속의향에 영향을 미치는 예측변인들에 관한 연구" 한국광고학회 16 (16): 191-218, 2005

7 정두남, "모바일 산업의 현황과 전망: 모바일 광고마케팅을 중심으로" 한국방송광고공사 2008

8 박재관, "모바일 광고의 표현형태에 대한 탐색적 실험연구" 15 (15): 7-27, 2004

9 양병화, "모바일 광고의 태도효과 모델 연구" 한국방송광고공사 (69) : 139-163, 2005

10 박용찬, "모바일 광고에서 수용자의 태도가 접속의향에 미치는 영향에 관한 연구" 홍익대학교대학원 2008

11 김봉철, "모바일 광고에 대한 태도에 영향을 미치는 선행요인: Ducoffe(1996)의 웹 광고 효과 모델 확장 적용" 한국방송광고공사 3 (3): 35-59, 2007

12 유제국, "모바일 광고 현황과 시사점" 13 (13): 27-43, 2001

13 박동애, "모바일 광고 특성과 유형 분석" 연세대학교 언론홍보대학원 2002

14 이혜선, "모바일 광고 접속요인에 관한 연구: 연령별 집단차를 중심으로" 연세대학교 정보대학원 2007

15 방영석, "디지털 컨버전스 환경에서의 프라이버시 이슈와 프라이버시 침해 우려" 한국경영정보학회 11 (11): 91-111, 2009

16 박은아, "광고에 대한 인식요인과 전반적 광고태도의 관계 연구" 한국광고학회 17 (17): 193-223, 2006

17 김민석, "광고가 통신시장 성장 돌파구 되니" LG Business Insight 2008

18 Yunos, Hassim M., "Wireless advertising's Challenges and Opportunities" 36 (36): 30-37, 2003

19 Barnes, Stuart J., "Wireless Digital Advertising: Nature and Implications" 21 (21): 399-420, 2002

20 Petty, Ross D., "Wireless Advertising Messaging: Legal Analysis and Public Policy Issues" 22 (22): 71-82, 2003

21 Kaasinen, Eija, "User Needs for Location-Aware Mobile Service" 7 : 70-79, 2003

22 Davis, Fred D., "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models" 35 (35): 982-1003, 1989

23 Leppäniemi, Matti, "The Success Factors of Mobile Advertising Value Chain" 4 (4): 93-97, 2004

24 MacKenzie, Scott B, "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations" 23 : 130-143, 1986

25 Carat Interactive, "The Future of Wireless Marketing"

26 SanJosé-Cabezudo, Rebeca, "The Combined Influence of Central and Peripheral Routes in the Online Persuasion Process" 12 (12): 299-308, 2009

27 Preston, Ivan L., "The Association Model of The Advertising Communication Process" 11 : 3-15, 1982

28 Rettie, Ruth, "Text Message Advertising: Response Rates and Branding Effects" 13 (13): 304-312, 2005

29 Tähtinen, Jaana, "Special Features of Mobile Advertising and their Utilization" 2004

30 이경렬, "SMS기반의 모바일광고의 정보처리과정에 관한 규범적 모델의 개발에 관한 연구" 한국광고학회 20 (20): 183-203, 2009

31 이선정, "RFID를 이용한 위치 정보기반 모바일 광고의 효과에 관한 연구: 적소성과 적시성을 중심으로" 홍익대학교 광고홍보대학원 2009

32 Chen, Kuanchin, "Protecting Personal Information Online: A Survey of User Privacy Concerns and Control Techniques" 44 (44): 85-92, 2004

33 Ackerman, Mark, "Privacy in Context" 16 : 167-176, 2001

34 Cleff, Evelyne Beatrix, "Privacy Issues in Mobile Advertising" 21 (21): 225-236, 2007

35 Phelps, Joseph, "Privacy Concerns and Consumer Willingness to Provide Personal Information" 19 (19): 27-41, 2000

36 Brassington, Frances, "Principles of Marketing, 3rd edition" Pearson Education 2003

37 Barwise, Patrick, "Permission Based Mobile Advertising" 16 (16): 14-24, 2002

38 Li, Hairong, "Parameters of Mobile Advertising: A Field Experiment" 2 (2): 4-11, 2007

39 Kavassalis, Petros, "Mobile Permission Marketing: Framing the Market Inquiry" 8 (8): 55-79, 2003

40 Jun, Jongwoo, "Mobile Media Use and Its Impact on Consumer Attitudes Toward Mobile Advertising" 2 (2): 50-58, 2007

41 Barnes, Stuart J., "Mobile Marketing: The Role of Permission and Acceptance" 2 (2): 128-139, 2004

42 Leppäniemi, Matti, "Mobile Marketing: From Marketing Strategy To Mobile Marketing Campaign Implication" 3 (3): 50-61, 2008

43 Facchetti, Antonello, "Mobile Marketing: An Analysis of Key Success Factors and The European Value Chain" 6 (6): 1-, 2005

44 MMA, "Mobile Advertising Overview"

45 Zaichkowsky, Judith L., "Measuring the Involvement Construct" 12 (12): 341-352, 1985

46 Ashworth, Laurence, "Marketing Dataveillance and Digital Privacy: Using Theories of Justice To Understand Consumers’ Online Privacy Concerns" 67 (67): 107-123, 2006

47 MMA, "MMA Code for Responsible Mobile Marketing: A Code of Conduct and Guidelines to Best Practice"

48 Kalakota, Ravi, "MBusiness: The Race To Mobility" McGraw-Hill 2002

49 Varshney, Upkar, "Location Management for Mobile Commerce Applications in Wireless Internet Environment" 3 (3): 236-255, 2003

50 Malhotra, Naresh K., "Internet Users’ Information Privacy Concerns: The Construct, the Scale, and a Causal Model" 15 (15): 336-355, 2004

51 Haghirian, Parissa, "Increasing Advertising Value of Mobile Marketing: An Empirical Study of Antecedents" 2005

52 김정희, "IPTV의 상호작용성과 개인특성이 이용만족도에 미치는 영향에 관한 연구" 홍익대학교 광고홍보대학원 2009

53 Okazaki, Shintaro, "How Do Japanese Consumers Perceive Wireless Ads?: A Multivariate Analysis" 23 : 429-454, 2004

54 Cho, Chang-Hoan, "How Advertising Works on The WWW: Modified Elaboration Likelihood Model" 21 (21): 33-50, 1999

55 Stewart, David W., "From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media" 30 (30): 376-396, 2002

56 Vatanparast, Ramin, "Factors Affecting The Use of Mobile Advertising" 2 (2): 21-34, 2007

57 Bauer, Hans H., "Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study" 6 (6): 181-192, 2005

58 Brackett, Lana K., "Cyber Space Advertising Vs. Other Media: Consumer Vs. Mature Student Attitudes" 41 (41): 23-32, 2001

59 Srinivasan, Srini S., "Customer Loyalty in e-Commerce: An Exploration of Its Antecedents and Consequences" 78 (78): 41-50, 2002

60 Haghirian, Parissa, "Cross-Cultural Consumer Perceptions of Advertising Via Mobile Devices: Some Evidence From Europe and Japan" 2006

61 Milne, George R., "Consumer Privacy and Name Removal Across Direct Marketing Channels: Exploring Opt-In and Opt-Out Alternatives" 19 (19): 238-249, 2000

62 Lwin, May, "Consumer Online Privacy Concerns and Responses: A Power-Responsbility Equilibrium Perspective" 35 (35): 572-585, 2007

63 Cordell, Victor V., "Consumer Knowledge Measure As Predictors in Product Evaluation" 14 (14): 241-219, 1997

64 Tsang, Melody M., "Consumer Attitudes Toward Mobile Advertising: An Empirical Study" 8 (8): 65-78, 2004

65 Haghirian, Parissa, "Consumer Attitude Toward Advertising Via Mobile Devices: An Empirical Investigation among Austrian Users" 2005

66 "CENTRAL AND PERIPHERAL ROUTES TO ADVERTISING EFFECTIVENESS - THE MODERATING ROLE OF INVOLVEMENT" UNIV CHICAGO PRESS 10 (10): 135-146, 1983

67 Komulainen, Hanna, "Business Models in The Emerging Context of Mobile Advertising" 2004

68 Siau, Keng, "Building Customer Trust in Mobile Commerce" 46 (46): 91-94, 2003

69 Fishbein, Martin, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research" Addison-Wesley 1975

70 Dickinger, Astrid, "An Investigation and Conceptual Model of SMS Marketing" 31-40, 2004

71 Peters, Cara, "An Exploratory Investigation of Consumers’ Perceptions of Wireless Advertising" 36 (36): 129-145, 2007

72 Ducoffe, Robert H., "Advertising value and advertising on The Web" 36 (36): 21-35, 1996

73 Wixom, Barbara H, "A Theoretical Integration of User Satisfaction and Technology Acceptance" 16 (16): 85-102, 2005

74 Yoon, Kak, "A Revised Model of Advertising Processing: Extending the Dual Mediation Hypothesis" 17 (17): 53-67, 1995

75 Leppäniemi, Matti, "A Review of Mobile Marketing Research" 1 (1): 30-40, 2006

76 Lavidge, Rovert J., "A Model for Predictive Measurements of Advertising Effectiveness" 59-62, 1961