모바일 광고 앱의 인지된 혜택 및 비용이 사용자 만족과 광고태도에 미치는 영향 -광고 앱 유형간 비교를 중심으로-

The purpose of this study is to empirically verify the effect of advertising app users' perceived benefits and cost factors on advertising attitudes through user satisfaction. In order to achieve the purpose of this study, the concept of a dual model of benefits (entertainment, information, economic feasibility) and cost (irritation, use effort) perceived by mobile app users was applied through the review of related prior studies. For the empirical analysis of research models and hypotheses, data collected from a total of 112 users with experience of using mobile advertising apps were analyzed. The results of empirical analysis are summarized as follows. First, with respect to the perceived benefits and cost factors in advertising app, entertainment had a significant effect on user satisfaction in reward app, whereas in in-app, three factors such as information, irritation, and use effort were found to have a significant effect. Second, it was confirmed that in-app advertising had a significant influence on the relationship between user satisfaction and advertising attitudes, whereas rewards app had no significant effect. Finally, as a result of analyzing the difference by type of advertising app, it was found that some factors showed a difference in the influence relationship. This study can be said to be a study that suggests things to consider when planning and executing future mobile advertisements by performing an empirical analysis targeting advertisement app users, which are receiving high attention recently.