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DOI :     Journal Korea Society of Visual Design Forum , Vol.47, No.0, 53 ~ 64, 2015
Title
Effects of Use Motivation, Perceived Attributes and Audience Innovation for Mobile LBA on Intentions for Continuous Use
염동섭 Youm Dongsup , 김화동 Kim Hwa-dong
abstract
This study attempted to look into factors of Location-Based Advertising(LBA) showing a rapid growth in advertising and marketing affecting intentions for continuous used based on Location-Based Service(LBS). For this purpose, based on preceding literature review, this study inquired into use motivation(motive for economic reward, motive for the acquisition of general information and motive for the acquisition of local information) and the audience innovation and perceived attributes(perceived ease of use and perceived usefulness) regarding LBA which were expected to affect the intentions for continuous use. The results of the study are as follows: First, it was found that LBA use motivation had a positive(+) effect on intentions for continuous use. Second, perceived attributes of LBA had a positive(+) effect on intentions for continuous use. Third, it was found that users` innovation propensity had a positive(+) effect on intentions for continuous use. Lastly, as a result of an inquiry into the relative effects of these factors, it was found that the effects were great in the order of perceived usefulness, perceived ease of use, motive for the acquisition of local information, motive for economic reward and motive for the acquisition of general information. These results will provide the basic research data related to LBA and useful practical implications for practitioners of related industry in producing and planning LBA.
Key Words
위치기반광고, 이용 동기, 이용의도, Location-Based Advertising(LBA), Use Motivation, Use Intention
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