모바일광고의 특성이 태도와 이용의도에 미치는 영향과 관여도의 역할: 중국소비자를 대상으로

Abstract

The purpose of this study is to investigate the relationships among mobile advertisement's characteristics being consist of information, entertainment, trust, previous permission, experience, incentive, attitude, and usage intention. This study is also to examine moderating effect of involvement between mobile advertisement's characteristics and attitude. We conducted a survey targeting chinese, and 218 questionnaires were collected. The results of this study are as follows. First, information, entertainment, trust, previous permission, experience, and incentive had a positive effect on the attitude of mobile advertisement. This result shows that trust is one of the most important factors in mobile advertisement when customers see advertisement via mobile phone. Second, attitude had an positive influence on the usage intention of mobile advertisement. Third, the higher the involvement, the higher was the effect of the entertainment, trust, and previous permission of mobile advertisement on the attitude. This results show that customers who have the higher involvement about mobile advertisement are important for companies to achieve competitive advantage in mobile advertisement.