모바일 광고에 대한 이용자 태도가 회피행동에 미치는 영향 (The Effects of Attitudes on Mobile Advertising in Users' Avoidance Behavior)

서지정보

· 발행기관 : 국제e-비즈니스학회
· 수록지 정보 : e-비즈니스연구 / 11권 / 1호 / 95 ~ 119페이지
· 저자명 : 이국용

초록

본 연구는 휴대전화를 이용한 모바일 광고에 대한 사용자 회피행동의 주요 영향요인을 이론적으로 도출하고, 각 요인들이 모바일 광고 회피행동에 미치는 영향력 과정을 구조적으로 살펴보기 위해 수행되었다. 이를 위해 광고회피이론에 기초를 두어, 이론적 고찰을 수행하였으며 여러 선행연구 결과에 기초를 두어 모바일 광고의 정보성, 오락성, 침입성 그리고 매체에 대한 태도를 독립변수로 설정하였다. 모바일 메시지 서비스를 주로 사용하고 있는 20대 대학생들을 중심으로 하여 설문조사를 실시, 구조방정식을 시용하여 이들 간의 영향력 관계를 검증하였다. 그 결과, 모바일 광고의 정보성과 오락성, 침입성은 모바일 광고 태도를 경유한 간접적인 영향력이 존재함을 확인하였으며, 매체에 대한 태도는 모바일 광고태도를 경유한 간접효과와 함께 모바일 광고회피행동에 직접적으로 영향을 미친다는 점을 확인하였다. 이러한 본연구의 결과는 추후 모바일 광고를 수행하고 있는 기업들에게 많은 실무적 시사점을 제시하고 있으며, 향후 모바일 광고 제작시 오락성과 정보성은 높이면서 침입성은 최소한으로 줄이는 전략적 시사점을 보여주고 있다.

영어초록

The purpose of this study is to examine the Influences of Mobile User‘s Avoidance on Mobile Advertisements and to find out the relationships users' avoidance behavior with their attributes. To identify the factors having the influence with avoidance by the mobile advertisements, secondary data or past studies that were related with internet advertising, avoidance theory, user's avoidance by media advertisement etc, was collected and theoretically arranged. I made the theoretical prosed model to explain the relationships that attributes make the effects of the mobile users' avoidance behavior, identify the attributes that would affect the avoidance behavior such as mobile users' attitude, attitude of media, informativeness, enjoyment, intrusiveness. To identify the relationships avoidance with variables, there was executed the survey of 182 in mobile users.
As the result of test that make the relations of used variables clear, I can get the conclusion as followings ; First, Mobile ads is intrusive to mobile phone users and I found the truth that users' avoidance behavior by the Mobile ads was affected by many attributes such attitude toward mobile ads, attitude toward the media, informativeness, enjoyment, intrusiveness of the mobile during the use of mobile phone.
Second, mobile ads should be recognized as the media made of the enjoyment, informativeness, intrusiveness and so on. People has been exposed varieties of ads such television, newspaper and internet or mobile ads in decades. This overexposed situation make mobile users intrusive, irritated, as the result, people would avoid the ads with intention. Especially, mobile users' attitude toward ads is the key role of the avoidance, and attitude to the media were also affecting the influences directly. The proposed direct effect of intrusiveness was not tested significantly, but the indirect effect was confirmed empirically via the users attitude to mobile ads. Third, the role of the attitude toward the media, informativeness, enjoyment and intrusiveness toward the mobile ads was confirmed not directly but indirectly via the users' attitude to mobile ads. And the these variable was the significant effects to the users' attitude empirically.
To reduce the avoidance of mobile users toward the mobile ads, varieties of methods and ways would be developed that reduce the intrusiveness toward the mobile ads, raise the users' attitude toward the mobile ads, should increase the informativeness and enjoyment of the mobile ads.

참고자료

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