| Abstract |
| According to social and personal characteristics of use of smart phone, the typical mobile media, the study focuses on the relationship of influence between advertising, the extrastimulation message, and the attitude toward it. It`s necessary to approach how users recognize and accept mobile advertising, depending on the features of smart phones. In order to examine it, in the assumption that mobile advertising recognition and the degree of its acceptance would be influenced by the characteristics of use of smart phone users, the characteristics were divided into personal characteristics of mobile use(individuality, entertainment and usefulness) and social characteristics of use(presentness, mobility and relationship), and extracted factors comprising the above variables and classified actual variables(economic feasibility, informativity, and convenience) based on the variables, which can measure the degree of recognition of mobile advertising.
As a result, it was found that social characteristics of mobile media directly had positive influence on attitude toward advertising, and personal characteristics had relatively greater influence on it. The result shows that the dimension of general recognition toward advertising is based on how they provide personal, entertaining and useful aspects of using it. In other words, the characteristics of use in which users are satisfied in individual needs or attempt to feel enjoyment demonstrate high influence on mobile advertising recognition and attitudes, suggesting strategic approach toward appreciation of media and accepting message. |
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| Key Words |
| 스마트폰, 이용자 사회적 특성, 이용자 개인적 특성, 광고태도, Smart Phone, Social Characteristics of Use, Personal Characteristics of Use, Attitude toward Advertising |
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