개인정보침해에 대한 인식과 모바일 게임광고 이용태도가 모바일 게임 프로모션 광고 이용에 미치는 영향에 관한 연구
A Study on the Impact of Apprehension for Privacy concern and Attitude for Social Network Game Advertisement on the Use of Promotion Advertisement of SNG
채정화(한국인터넷진흥원); 이영주(서울과학기술대학교)
28권 2호, 151~157쪽
초록
This study aims to examine what factors affect the use of promotion advertisement of Social Network Game(SNG). The results show that the user's age has significant impact on privacy concern. The user's sex and SNG time don't make a difference to privacy concern. Privacy concern has an influence on the advertising attitude of SNG user's. As user had more privacy concern, user has lower attention and credibility, higher annoyingness. User's perception for usefulness, credibility of mobile game advertising and SNG time are proved to be effective factors on the use of SNG promotion advertisement.
Abstract
This study aims to examine what factors affect the use of promotion advertisement of Social Network Game(SNG). The results show that the user's age has significant impact on privacy concern. The user's sex and SNG time don't make a difference to privacy concern. Privacy concern has an influence on the advertising attitude of SNG user's. As user had more privacy concern, user has lower attention and credibility, higher annoyingness. User's perception for usefulness, credibility of mobile game advertising and SNG time are proved to be effective factors on the use of SNG promotion advertisement.
- 발행기관:
- (사)한국컴퓨터게임학회
- 분류:
- 기타공학일반