개인의 기술수용과 물질추구성향 정도에 따른 모바일 광고에 대한 태도 비교

As mobile technology has been developed and popular among the public, more and more advertisers have invested a lot more than anytime to conduct mobile advertising. The increasing popularity of smart phone has been an important background for many companies have jumped in this trend, such a diverse types of mobile advertisements are planned and delivered to many consumers. Motivated by this skyrocketed popularity of mobile phone and related technologies among people, several studies regarding many aspects of mobile advertising and it's the consumers who receive the ads have been conducted. In order to add an important implication to the literature, this study investigates the consumers' responses to four different mobile advertisements and how much the individuals' specific characteristics (the degree of seeking new things, the acceptance of the explanation of a product using new media technology, materialistic orientation) influence their attitude toward mobile advertisements. As a result, it was found that technology acceptance and materialistic orientation significantly influence the individuals' attitude toward mobile advertisements. The results here will provide an important implication regarding the issue of micro target segmentation and increasing the effect of mobile advertisements.