TIIS (한국인터넷정보학회)
Current Result Document :
| 한글제목(Korean Title) |
How to Forecast Behavioral Effects on Mobile Advertising in the Smart Environment using the Technology Acceptance Model and Web Advertising Effect Model |
| 영문제목(English Title) |
How to Forecast Behavioral Effects on Mobile Advertising in the Smart Environment using the Technology Acceptance Model and Web Advertising Effect Model |
| 저자(Author) |
Yong Beom Kim
Hyung Chul Joo
Bong Gyou Lee
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| 원문수록처(Citation) |
VOL 10 NO. 10 PP. 4997 ~ 5013 (2016. 10) |
한글내용
(Korean Abstract) |
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영문내용
(English Abstract) |
This paper proposes and then verifies a model that can be used to forecast the effects of behavior on mobile advertising based on the Technology Acceptance Model (TAM) and Web Advertising Effect. The objective of this research is to probe the relationship between the cause and effect of the entertainment, informativeness, usefulness, capacity to accommodate smart-environment technologies, Hedonic Adaptation Model (HAM), etc. that mobile advertisements provide, as well as the attitudes toward advertisements in general. In order to accomplish this goal, the research was verified using Structural Equation Modeling (SEM), and the results are as follows. First, the informativeness of mobile advertising has a positive effect on the recognized ease of use. Second, the entertainment and informativeness of mobile advertising has positive effects on the recognized usefulness. Third, the recognized ease of use has a positive effect on the recognized usefulness. Fourth, the informativeness of mobile advertising causes a positive effect on smart-environment technologies. Fifth, the entertainment and informativeness of mobile advertising cause positive effects on the HAM. Sixth, smart-environment technologies cause positive effects on the HAM. Seventh, the recognized usefulness causes a positive effect on the value of mobile advertising and the intention of use. Eighth, the HAM has a positive effect on the value of mobile advertising and the general attitudes toward it. Ninth, the value of mobile advertising has a positive effect on the attitudes toward advertising. Tenth, the attitudes toward mobile advertising have a positive effect on the intention of use. |
| 키워드(Keyword) |
Smart device
technology acceptance model
smart device environment technologies
hedonic adaptation model.
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| 파일첨부 |
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