Multiple Functions of Mobile Media Advertisements: A Focus on Mediating Variables

다국어 초록 (Multilingual Abstract)

Since the 2000s, the advent of the Internet and the rapid growth of mobile communication have radically changed the roles and concepts of media as older generations knew it. Such change leads over-the changes in the entire digital media industry as well as the life- style of the media users. In order to understand the characteristics of mobile media and mobile advertisements, which have brought about such a radical change in media, it is necessary to have a deeper understanding on the uses of mobile media including mobile advertisements. Also, interactive-media advertising is a new field with many opportunities for emergent research. In this study, a survey was conducted to collect the relevant study data. Using SPSS 17.0 software, analyses of the collected data was done through factor analysis and multiple regression analysis. Results show that of the six elements of mobile advertisements, entertainment and economy had significant influence over users’ absorption, while entertainment and informativeness had a significant influence over intrusiveness. On the other hand, intrusiveness had a negative impact on the attitude of mobile users toward advertisements, however, intrusiveness did not have a significant influence over the intention to verbally communicated messages. With such results, it was possible to suggest a differentiated strategy through various efficacy analyses depending on which elements of the mobile advertisements wielded their influences.

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