ABSTRACT

On the one hand Mobile advertising is getting highly favored as new media recently, but on the other there has been some controversy over its negative effect. This study aims to explore specific advertising effect process. While there has been a lot of studies on the credibility of the existing traditional media, there has not been as many on the credibility of the mobile advertising. Therefore, this study focuses on model of the effects influenced by trust and attitude of mobile Advertising based on Ducoffe (1995) web advertising’s effect model. Furthermore, the study seeks to establish mobile advertising’s effect model based on trust by exploring how consumers’ trust on mobile advertising and Advertising attitude make a difference to the Advertising Effect, advertising recall and purchase intend. While earlier studies targeted at university students, this study, targeted at the general public in Seoul and Gyeonggi area, analyzes the finally retrieved 407 samples. According to the study, information of mobile advertising has an influence on advertising trust but not on advertising attitude. The result also shows that pleasure does not have an influence on advertising trust but it does have an influence on advertising effect. It is revealed that irritation has a negative influence both on advertising trust and advertising attitude. Ubiquity does not have an influence on advertising trust and attitude at all, and personalization has a positive influence both on advertising trust and attitude. These variables considered show that information is the biggest influence to advertising trust, and personalization and pleasure are the biggest influences to advertising attitude, advertising effect, and advertising recall. Inaddition, moderating variable s include gender ,income, and ages, and the study result shows that influence of information and pleasure may some what differ in income.

KEYWORD

Mobile advertising, Trust, Advertising attitude, Effect's process, Advertising recall

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