Earticle

초록

영어

This research was conducted under the assumption that consumers' perception tends to differ via LBA and that evaluation elements would detrimentally affect the persuasiveness of an advertising campaign. These indicators, the perceived usefulness, personalization, immediacy, interactivity, and privacy risk as evaluation elements of LBA were derived based on the result of previous scholarly studies, with a particular focus on group interviews and in-depth interviews as a foundation. A research of advertising effect(attitude toward advertising, purchase intention) on consumers' perception differences on these elements were carried out. The results of the present study first shows that the consumer groups who perceived usefulness, personalization, immediacy and interactivity of LBA in the high level appeared to have higher attitude toward advertising and purchase intention than those in the low level. However, the consumer groups with privacy risk in high and low level did not show any difference in attitude toward advertising and purchase intention. Second, it was confirmed that there hadn't been any moderating effect of the reward program(economic and non-economic benefits) in an attitude toward advertising and purchase intention. Third, the attitude toward LBA was identified to positively affect the purchase intention. Since LBA is conducted as a form of consumers’ voluntary participation, the perception of privacy risk on providing location information should be lowered, and an advertising and marketing strategy to higher the perception of usefulness is needed.

목차

Abstract
 1. Introduction
  1.1. Background
  1.2. Object
 2. Theoretical Background and HypothesisDevelopment
  2.1. Location Based Service
  2.2 Location Based Advertising
  2.3 Evaluation Elements of LBA
  2.4. Hypothesis Development
 3. Research Methods
  3.1. Survey Subjects and Data Collection
  3.2 Data Analysis Methods
 4. Analysis Results
 5. Conclusions
 References

키워드

저자

• Han, ji Sook [ 한지숙 | Graduate School, Hongik University ] Lead author
• Kim, Jong Deok [ 김종덕 | Prof. Hongik University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국디자인포럼 [Design Forum]

• 간기

  계간

• pISSN

  2233-9205

• 수록기간

  1996~2017

• 십진분류

  KDC 658 DDC 740