ÇѱÛÁ¦¸ñ(Korean Title) |
¸ð¹ÙÀÏ ±¤°í°¡Ä¡¿Í Á¢¼ÓÀǵµ¿¡ À¯Èñ¼º°ú °æÁ¦¼º º¯¼ö°¡ ¹ÌÄ¡´Â ¿µÇ⠺м® |
¿µ¹®Á¦¸ñ(English Title) |
Effects of Entertainment and Economical Efficiency on the Mobile Advertising Value and Intention |
ÀúÀÚ(Author) |
À̺À±Ô
±è±â¿¬
ÀÌÇý¼±
Bong Gyou Lee
Ki Youn Kim
Hye Sun Lee
|
¿ø¹®¼ö·Ïó(Citation) |
VOL 16-D NO. 01 PP. 0043 ~ 0054 (2009. 02) |
Çѱ۳»¿ë (Korean Abstract) |
º» ¿¬±¸ÀÇ ¸ñÀûÀº ¸ð¹ÙÀÏ ±¤°í¿¡ ´ëÇÑ »ç¿ëÀÚÀÇ ±¤°í°¡Ä¡ Àνİú ½ÇÁ¦ ÀÀ´äÀǵµ¿¡ ¿µÇâÀ» ¹ÌÄ¡´Â º¯¼öµéÀ» Ž»öÇÏ°í, Àΰú°ü°è¸¦ ºÐ¼®ÇÏ´Â °ÍÀÌ´Ù. Á¾¼Óº¯¼öÀÎ »ç¿ëÀÚ ÀÀ´äÀǵµ¿Í µ¶¸³º¯¼ö °£ÀÇ °ü°èÀû À¯ÀǼºÀ» °ËÁõÇϱâ À§ÇØ, Ducoffe(1996)ÀÇ ±¤°íÈ¿°ú ¸ðÇüÀ» ±âÀú¸ðÇüÀ¸·Î äÅÃÇÏ¿© ¿¬±¸¸ðÇü ¹× °¡¼³À» ¼³Á¤ÇÏ¿´´Ù. ÁÖ¿ä µ¶¸³º¯¼ö´Â À¯Èñ¼º, Á¶ÀÛÆí¸®¼º, Á¤º¸À¯¿ë¼º, °æÁ¦¼ºÀ̸ç, ¸Å°³º¯¼ö·Î »ç¿ëÀÚ ±¤°í°¡Ä¡¸¦ °³³äÈ ÇÏ¿´´Ù. ƯÈ÷, ±¸Á¶¸ðÇü °æ·ÎºÐ¼®°ú Á¶ÀýÁý´Ü Â÷ÀÌ°ËÁõ ºÐ¼®À» ÅëÇØ ÃÖÀûÀÇ ¿¬±¸¸ðÇüÀ» µµÃâÇÏ¿´°í, ¿¬·Éº° Áý´Ü Ư¼ºÀ» ±Ô¸íÇϱâ À§ÇØ ¿¬·ÉÀ» Á¶Àý º¯¼ö·Î ¼±Á¤ÇÏ¿© Æò°¡ÇÏ¿´´Ù. º» ¿¬±¸´Â ¸ð¹ÙÀÏ ±¤°íÀÇ °íÀ¯ÇÑ Æ¯¼º¿¡ ´ëÇØ, Áö±Ý±îÁö ºñÁß ÀÖ°Ô ´Ù·çÁö ¾Ê¾Ò´ø ±¤°í°¡Ä¡¶ó´Â ¸Å°³º¯¼öÀÇ ¿ªÇÒ°ú ¿¬·Éº° Â÷ÀÌ°ËÁõÀ» ½Ç½ÃÇÏ¿´´Ù´Â Á¡¿¡¼ ÇмúÀû ±×¸®°í ½Ç¿ëÀû °¡Ä¡°¡ ÀÖ´Ù. 345°³ Ç¥º»À» ´ë»óÀ¸·Î ÇÑ ¼³¹®Á¶»ç¸¦ ¹ÙÅÁÀ¸·Î ½ÇÁõ ºÐ¼®À»¼öÇàÇÏ¿© ¿¬±¸°¡¼³À» °ËÁõÇÑ °á°ú, Á¶ÀÛÆí¸®¼ºÀ» Á¦¿ÜÇÑ ¸ðµç º¯¼öÀÇ À¯ÀǼºÀÌ ÆǸíµÇ¾ú°í, ¿¬·Éº° Áý´Ü °£ »óÀÌÇÑ °á°ú°¡ µµÃâµÇ¾ú´Ù. |
¿µ¹®³»¿ë (English Abstract) |
The purpose of this study is to explore variables that affect users¡¯ perceived value of mobile advertising and actual response intention and to analyze causal relationships among variables. In order to verify the relational significance, we built new research model and hypotheses based on the Ducoffe¡®s model(1996). And we found out four independent variables such as entertainment, information usefulness, convenience, economical efficiency, and advertising impact¡¯s value as a mediating variable. Especially, we classified into four multi-age groups to investigate properly moderating effects through SEM(path analysis) and difference test. Therefore, it is academical and practical worth that we developed our model to appropriate on mobile advertising¡¯s unique property and that we verified our hypotheses and variables focused on age group, whereas previous research did not. For this, we surveyed 345 samples for conducting structural equation modeling in empirical approach. The results of this study supported the statistical significance of all hypotheses except but convenience. |
Å°¿öµå(Keyword) |
¸ð¹ÙÀÏ ±¤°í
±¤°í°¡Ä¡
ÀÀ´äÀǵµ
À¯Èñ¼º
°æÁ¦¼º
±¸Á¶¹æÁ¤½Ä ¸ðÇü
Mobile Advertising
Advertising Value
Response Intention
Entertainment
Economical Efficiency
Structural Equation Model
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ÆÄÀÏ÷ºÎ |
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