모바일 SNS에서 광고회피 영향요인에 관한 구조모형

Abstract

Facebook become a powerful operator in the mobile advertising platform. Most of their income come from the mobile SNS advertising. Facebook’s 3rd Quarter 2015 earnings report boomed up New York stock market. It gives us an important implication about the effect of the mobile SNS advertising. The advertisements in the Facebook’s news feed sometime bother the users. Moreover, the ads will disturb the orderings of contents, and the mobile SNS users will be irritated because of frequent occurrence of irrelevant ads. The accurate ad targeting is the most important and critical factor in the mobile SNS advertisement. On the other side, minimizing the negative effects of the advertising avoidance factors is important. We developed a structural model that explain the relationship between the characteristics of SNS and advertising avoidance in the mobile SNS. We emphasized the technological interactivity variables like responsiveness, connectedness, and user control as an important exogenous independent variables. We also considered ubiquitous and personalization as an important independent variables. We placed the perceived risk and advertising value as mediating variables between them. The empirical tests proved the structural relationship in the model and all the model fitness indicator values were good enough. Of the independent variables, three variables(personalization, responsiveness, and connectedness) affected on perceived advertising value strongly and advertising avoidance indirectly. Two variables(ubiquitous and user control) affected on risk perception directly and advertising avoidance indirectly. The test results give us some important implications about user behaviors and perceptions in the mobile SNS advertisement. The best strategies are to minimize the user's risk perception and to maximize advertizing value in the mobile SNS operation.