모바일 리치미디어 광고가 소비자 태도와 구매의도에 미치는영향 : 충동구매성향의 조절효과

Abstract

The rapid development of mobile phones has resulted in the increasing use of mobile devices to deliver advertisements for products and services. Many firms in Korea have invested numerous resources in this field. The purpose of this study is to develop a successful mobile rich-media advertising strategy. First, the mobile rich-media ad’s attributes are categorized as five factors; personalization, informativeness, interactivity, credibility, and entertainment. Thus, based on the existing literature regarding attitudes toward mobile advertising, a questionnaire was constructed to illustrate the factors affecting consumer attitudes toward mobile rich-media ads. The major findings indicate that first, mobile rich-media ad’s some attributes affected positively advertising and brand attitudes. Also, the high level consumers’ impulse buying tendency have moderating effect between brand attitude and purchase intention. Some implications and suggestions for further studies are also provided in this study.