모바일 앱광고의 특성이 광고가치 및 광고태도에 미치는 영향에 관한 연구

Abstract

Impact of Mobile App Ad Characteristics on Ad Value and Ad Attitude -A Comparative Analysis of Smartphone Users between Korea and China-

Zhang, Qian

Department of Mass Communication, the Graduate School, Pukyong National University

Abstract

Since intelligent mobile phone launched into market in 2009, in Korea’s whole 50 million population,4 person of every 10 person are using Intelligent mobile phone(40% using rate). Even in China, the intelligent mobile phone’s using rate had achieved to one third (33%).

At the same time, since the consumer of intelligent mobile phone’s number is increasing quickly, we should pay more attend on the mobile advertising market. In this paper, the writer will analyze the mobile application advertisement (APP), which of high business value potential in many of mobile advertisement types.

The writer will take Korea and Chinese Students as research object, use antecedent research methodology, study the 8 possible influent elements related with APP value and attitude.

Study result, there are some difference in two groups (Chinese and Korean students) in elements of information, personalization, reliability and Invasive.

Key Word: SmartPhone, mobile application advertisement, advertising value and advertising attitude.