A Survey on Effects of Mobile Reward Application Advertising - Effects of Memory and Purchase Intention

김태우,; 한미정,

doi:10.16914/kjapr.2015.17.2.71

Search citation statements

Order By: Relevance

Paper Sections

Select...

광고에 대한 부정적인 인식 및 태도는 광고회피로 이어 질 수 있는데 특히 광고의 양이 많아지면서 이용자들은1

Citation Types

Supporting

Mentioning

Contrasting

Unclassified

Year Published

2017

Publication Types

Select...

Article1

Relationship

Self Cite0

Independent1

Authors

Journals

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…이에 다음 과 같은 연구 문제를 설정하고자 한다. [30] . Ducoffe는 광고가 혼란이나 분노, 공포, 모욕적인 방법을 동원하는 경우 광고 시청 후 짜증 을 유발할 가능성이 커지며 광고에 대한 가치와 태도에 부정적인 영향을 미친다고 주장하였다 [13] .…”

Section: 광고에 대한 부정적인 인식 및 태도는 광고회피로 이어 질 수 있는데 특히 광고의 양이 많아지면서 이용자들은unclassified

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement

Moon¹,

Lee²,

Lee³

2017

JIIBC

View full text Add to dashboard Cite

This study suggests a strategy to provide effective mobile advertising marketed by identifying factors affecting the use and avoidance intention of mobile advertising on SNS. This article has three main findings. First, each factor of usefulness, novelty and irritation have a significant effect on satisfaction and usefulness, clutter and irritation factor have a significant effect on dissatisfaction. Second, satisfaction and dissatisfaction of mobile advertising exist at the same time, and it is confirmed that they are considered when consumers use mobile advertising. The third finding is that effective mobile advertising avoids the boredom of ads through moderating irritation and should be used in fresh form with more useful information than other ads' form. The result of this study should be an important criterion that mobile advertising providers make advertisements that consumers want in the future.

show abstract

Section: 광고에 대한 부정적인 인식 및 태도는 광고회피로 이어 질 수 있는데 특히 광고의 양이 많아지면서 이용자들은unclassified

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement

Moon¹,

Lee²,

Lee³

2017

JIIBC

View full text Add to dashboard Cite

show abstract

A Survey on Effects of Mobile Reward Application Advertising - Effects of Memory and Purchase Intention

Cited by 1 publication

References 0 publications

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement

Contact Info

Product

Resources

About