Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65
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pISSN : 1598-849X / eISSN : 2383-9945
- https://journal.kci.go.kr/jksci
KJCKorea
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Antecedents and Consequences of Smartphone Advertising Engagement
- Journal of The Korea Society of Computer and Information
- Abbr : JKSCI
- 2013, 18(9), pp.153-163
- Publisher : The Korean Society Of Computer And Information
- Research Area : Engineering > Computer Science
YooJung Kim 1, 박경민 2
1호서대학교
2CJ CGV 매니지먼트부
Accredited
ABSTRACT
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.
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