A Study on the Effectiveness of Mobile Advertising:Based on Technology Acceptance Model (모바일 광고(Mobile Advertising)의 효과성에 관한 연구:기술수용모형을 중심으로)

Jong-soo Yoon (윤종수)

A Study on the Effectiveness of Mobile Advertising:Based on Technology Acceptance Model

Journal of The Korea Society of Computer and Information
Abbr : JKSCI
2013, 18(12), pp.139-147
Publisher : The Korean Society Of Computer And Information
Research Area : Engineering > Computer Science

Jong-soo Yoon ¹

¹강남대학교

Accredited

ABSTRACT

As the use of wired and mobile Internet is on the increase, organizational activities for customers as well as individual life style are changing rapidly from the past. Specifically, mobile advertising in organizations thanks to remarkable growth in smartphone users, continuous development of mobile Internet technologies, and enhancement of information delivery capability regardless of time and place, has become a competitive weapon for presenting new products and services, promoting marketing programs, and communicating with customers. The study is to investigate what characteristics of mobile advertising are affecting the acceptance toward mobile advertising, and to analyse if the country type of mobile Internet users has a moderating effect on the relationship between these characteristics of mobile advertising and user acceptance

KEYWORDS

MobileAdvertising, AcceptanceIntentionofMobileAdvertising, TechnologyAcceptanceModel

Citation status

* References for papers published after 2023 are currently being built.

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