소비자 맞춤형 스마트폰 광고의 수용의도 결정요인 연구

Translated title of the contribution: Exploring the Determinants of Smartphone Users’ Acceptance of Personalized Advertisements

Jeong-Ki Lee, Kyoung Soo Kang, Yoonmo SANG

Research output: Contribution to journalArticle

Abstract

This study aims to identify the factors that enhance adoption of personalized advertisements among smartphone users. Smartphone users’ concerns regarding information privacy and perceptions towards personalized smartphone advertisements and the theory of planned behavior constructs were examined in order to accomplish the proposed goal of this study. The results of the multiple hierarchical regression analysis performed among the predictor variables are as follows: 1) age was positively and significantly related to smartphone users’ intention to adopt personalized advertisements in the first step; 2) in the second step, secondary use of personal information variable was negatively and significantly related to the respondents’ intention to adopt personalized advertisements; 3) in the third step, perceived informativeness and incentives of advertisements were positively and significantly related to the respondents’ intention to adopt personalized advertisements; and 4) in the last step, attitudes and subjective norms predicted smartphone users’ intention to adopt personalized advertisements. This study also discusses theoretical and policy implications regarding personalized smartphone advertisements and recommendations for the development of the smartphone advertising industry.
Original languageUndefined
Pages (from-to)77-112
Number of pages36
JournalKorean Journal of Broadcasting and Telecommunication Studies
Volume30
Issue number3
Publication statusPublished - 2016
Externally publishedYes

Fingerprint

User acceptance
Personal information
Informativeness
Industry
Theory of planned behavior
Predictors
Incentives
Regression analysis
Hierarchical regression
Subjective norm
Factors
Information privacy
Policy implications

Cite this

@article{b5e99475c3224de58f0b71e49d70ed5f,
title = "소비자 맞춤형 스마트폰 광고의 수용의도 결정요인 연구",
abstract = "This study aims to identify the factors that enhance adoption of personalized advertisements among smartphone users. Smartphone users’ concerns regarding information privacy and perceptions towards personalized smartphone advertisements and the theory of planned behavior constructs were examined in order to accomplish the proposed goal of this study. The results of the multiple hierarchical regression analysis performed among the predictor variables are as follows: 1) age was positively and significantly related to smartphone users’ intention to adopt personalized advertisements in the first step; 2) in the second step, secondary use of personal information variable was negatively and significantly related to the respondents’ intention to adopt personalized advertisements; 3) in the third step, perceived informativeness and incentives of advertisements were positively and significantly related to the respondents’ intention to adopt personalized advertisements; and 4) in the last step, attitudes and subjective norms predicted smartphone users’ intention to adopt personalized advertisements. This study also discusses theoretical and policy implications regarding personalized smartphone advertisements and recommendations for the development of the smartphone advertising industry.",
author = "Jeong-Ki Lee and Kang, {Kyoung Soo} and Yoonmo SANG",
year = "2016",
language = "Undefined",
volume = "30",
pages = "77--112",
journal = "Korean Journal of Broadcasting and Telecommunication Studies",
issn = "1229-0254",
number = "3",

}

소비자 맞춤형 스마트폰 광고의 수용의도 결정요인 연구. / Lee, Jeong-Ki; Kang, Kyoung Soo ; SANG, Yoonmo.

In: Korean Journal of Broadcasting and Telecommunication Studies, Vol. 30, No. 3, 2016, p. 77-112.

Research output: Contribution to journalArticle

TY - JOUR

T1 - 소비자 맞춤형 스마트폰 광고의 수용의도 결정요인 연구

AU - Lee, Jeong-Ki

AU - Kang, Kyoung Soo

AU - SANG, Yoonmo

PY - 2016

Y1 - 2016

N2 - This study aims to identify the factors that enhance adoption of personalized advertisements among smartphone users. Smartphone users’ concerns regarding information privacy and perceptions towards personalized smartphone advertisements and the theory of planned behavior constructs were examined in order to accomplish the proposed goal of this study. The results of the multiple hierarchical regression analysis performed among the predictor variables are as follows: 1) age was positively and significantly related to smartphone users’ intention to adopt personalized advertisements in the first step; 2) in the second step, secondary use of personal information variable was negatively and significantly related to the respondents’ intention to adopt personalized advertisements; 3) in the third step, perceived informativeness and incentives of advertisements were positively and significantly related to the respondents’ intention to adopt personalized advertisements; and 4) in the last step, attitudes and subjective norms predicted smartphone users’ intention to adopt personalized advertisements. This study also discusses theoretical and policy implications regarding personalized smartphone advertisements and recommendations for the development of the smartphone advertising industry.

AB - This study aims to identify the factors that enhance adoption of personalized advertisements among smartphone users. Smartphone users’ concerns regarding information privacy and perceptions towards personalized smartphone advertisements and the theory of planned behavior constructs were examined in order to accomplish the proposed goal of this study. The results of the multiple hierarchical regression analysis performed among the predictor variables are as follows: 1) age was positively and significantly related to smartphone users’ intention to adopt personalized advertisements in the first step; 2) in the second step, secondary use of personal information variable was negatively and significantly related to the respondents’ intention to adopt personalized advertisements; 3) in the third step, perceived informativeness and incentives of advertisements were positively and significantly related to the respondents’ intention to adopt personalized advertisements; and 4) in the last step, attitudes and subjective norms predicted smartphone users’ intention to adopt personalized advertisements. This study also discusses theoretical and policy implications regarding personalized smartphone advertisements and recommendations for the development of the smartphone advertising industry.

M3 - Article

VL - 30

SP - 77

EP - 112

JO - Korean Journal of Broadcasting and Telecommunication Studies

JF - Korean Journal of Broadcasting and Telecommunication Studies

SN - 1229-0254

IS - 3

ER -