How to forecast behavioral effects on mobile advertising in the smart environment using the technology acceptance model and web advertising effect model

Yong Beom Kim, Hyung Chul Joo, Bong Gyou Lee

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

This paper proposes and then verifies a model that can be used to forecast the effects of behavior on mobile advertising based on the Technology Acceptance Model (TAM) and Web Advertising Effect. The objective of this research is to probe the relationship between the cause and effect of the entertainment, informativeness, usefulness, capacity to accommodate smart-environment technologies, Hedonic Adaptation Model (HAM), etc. that mobile advertisements provide, as well as the attitudes toward advertisements in general. In order to accomplish this goal, the research was verified using Structural Equation Modeling (SEM), and the results are as follows. First, the informativeness of mobile advertising has a positive effect on the recognized ease of use. Second, the entertainment and informativeness of mobile advertising has positive effects on the recognized usefulness. Third, the recognized ease of use has a positive effect on the recognized usefulness. Fourth, the informativeness of mobile advertising causes a positive effect on smart-environment technologies. Fifth, the entertainment and informativeness of mobile advertising cause positive effects on the HAM. Sixth, smart-environment technologies cause positive effects on the HAM. Seventh, the recognized usefulness causes a positive effect on the value of mobile advertising and the intention of use. Eighth, the HAM has a positive effect on the value of mobile advertising and the general attitudes toward it. Ninth, the value of mobile advertising has a positive effect on the attitudes toward advertising. Tenth, the attitudes toward mobile advertising have a positive effect on the intention of use.

Original languageEnglish
Pages (from-to)4997-5013
Number of pages17
JournalKSII Transactions on Internet and Information Systems
Volume10
Issue number10
DOIs
Publication statusPublished - 2016 Oct 31

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Networks and Communications

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