Abstract
Because of the interactive property of mobile devices, our interest lies primarily in differences in how advertising and mobile technologies are perceived and judged. Drawing on the technology acceptance and mobile advertising literature, this paper assumes that responses to mobile advertising depend on a two-dimensional structure of attitudes: technology-based evaluations (utilitarian considerations) and emotion-based evaluations (hedonic considerations). Mobile advertising is affected both by characteristics of ad communication and by users' voluntary choices of mobile technology. Thus, the study proposes and examines an integrated advertising model that combines the effects of mobile technology and advertising itself. Using data collected from Korean consumers, the research hypotheses are supported, showing that an integrated approach proves to provide a robust framework for predicting mobile advertising effectiveness. The results also reveal that more experienced consumers consolidate their ability to distinguish information quality from performance expectations more than inexperienced users do. Theoretical implications to mobile advertising research are discussed, and practical suggestions for managers responsible for executing mobile advertising strategies are proposed.
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