Factors Affecting the Purchase Intention of Mobile Advertising : Focusing on the Comparison between Korea and Russia (모바일 광고특성이 구매의도에 미치는 영향: 한국과 러시아를 중심으로)

김승권; Jong-soo Yoon (윤종수)

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, Jong-soo 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.

KEYWORDS

Mobile advertising, Purchase Intention, Technology Aceptance Model

Citation status

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

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