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Factors Affecting the Purchase Intention of Mobile Advertising : Focusing on the Comparison between Korea and Russia

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2014, 19(11), pp.183-192
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

김승권 1 Jongsoo Yoon 2

1정보통신산업진흥원
2강남대학교

Accredited

ABSTRACT

With the rapid mobile phones and global diffusion of mobile marketing it is very important to understandcross-national consumer attitude and behavioral intentions toward mobile marketing as a promotionalchannel. Some areas of mobile advertising still need more investigation. Especially, the topic aboutconsumer attitude toward mobile advertising has been received a considerable amount of attention. Basedon the Technology Acceptance Model (TAM), this study investigates the relationship betweencharacteristic of mobile advertising and purchase intention toward mobile advertising, and analyzesmoderating effect of country type. The result of this study could help researchers and practitioners tounderstand which factors should be managed to increase the effectiveness of mobile advertising.

Citation status

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