Earticle

초록

영어

The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, mobile advertising is facing great changes in dealing with Smart devices. However, the basic outline of mobile advertising still mostly resembles advertising strategies centered on feature phones. Despite the fact that Smart device-based mobile advertising has several strategic differences from the existing advertising method, currently there is insufficient research dealing with the appropriate advertising strategy and effectiveness in a Smart environment. The purpose of this study is to develop an effective mobile advertising strategy framework in a Smart environment by analyzing mobile advertising effects based on Smart devices and by deducing the characteristics of smart device-based adverting. To do so, a new combined advertising model suitable for the Smart generation was developed through the existing representative advertising effect theories, Davis’ TAM (1986) and DuCoffe’s web advertising effect model (1996). In conclusion, this study suggests a new advertising effect model by combining the DuCoffe model and TAM model, and on this basis contributes to the establishment of a suitable advertising strategy for a Smart environment.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1 Concepts of the Mobile Advertising
  2.2 Web Advertising Effect Model
 3. Research Model and Hypothesis Development
  3. 1 Affecting Factors of Mobile Advertising Effect Evaluation
  3. 2 Mediating Factors of Mobile Advertising Effect Evaluation
 4. Results
 5. Conclusion
 Acknowledgements
 References

키워드

저자

• Yong Beom Kim [ Korea Polytechnic University ]
• Yongik Yoon [ Sookmyung Women's University ]
• Yongwon Kim [ Yonsei University ]
• Bong Gyou Lee [ Yonsei University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Smart Home

• 간기

  격월간

• pISSN

  1975-4094

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605