여행상품 모바일 광고 특성과 소비자태도, 구매의도 간의 관계 연구

Abstract

The Advanced mobile technology has resulted in the increasing use of mobile device to deliver advertisements for services and products in travel industry. The purpose of this study is to investigate the relationship among Mobile advertisement characteristic, consumer attitude and purchase intention. To perform this study, total 250 questionnaire were distributed to consumers who had experienced mobile ads of travel product from their device dated from November 1th to November 30th. Unworkable data were excluded, 229 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using SPSS 18.0 accordingly. For the study structure, mobile ads characteristic was divided with personalization, informativeness, interactivity, credibility and entertainment. Consumer attitude was divided with advertising attitude and brand attitude. Purchase intention was a single factor. The results have shown as follows: Hypothesis 1, except interactivity, all attributes related mobile advertisement have a positive effect on advertising attitude. Hypothesis 2, among mobile advertisement, only three factors which are personalization, credibility and entertainment. have a positive effect on brand attitude. Hypothesis 3, advertising attitude. has a positive effect on brand attitude. Hypothesis 4, consumer attitude consisted of advertising attitude. and brand attitude had a positive effect on purchase intention. This study result has found that managing mobile advertisement is a source of competitive marketing advantage in travel industry.