政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/129135

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/129135

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题名:	Advertising on Mobile Apps Versus the Mobile Web : Which Delivers Better Advertisement Recognition and Willingness to Buy?
作者:	朴星俊 (Steven) Park, Sungjun Byungho Park
贡献者:	企管系
日期:	2020-01
上传时间:	2020-03-06 16:05:17 (UTC+8)
摘要:	Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps. The authors administered a survey to 573 participants in South Korea and examined consumers` advertising recognition and willingness to buy new products. They used real brands and controlled the brand effect in their structural equation model. Branded apps led to higher advertisement recognition and a greater willingness to buy new products than did mobile websites. As antecedents, cognitive innovativeness affected consumers` usage of branded apps, whereas sensory innovativeness influenced the usage of both mobile apps and websites. The authors believe this is the first empirical article on consumers` advertising recognition between mobile websites and branded apps, providing both theoretical and practical implications to managers in the field of mobile marketing.
關聯:	Journal of Advertising Research
数据类型:	article
DOI 連結:	http://dx.doi.org/10.2501/jar-2019-044
DOI:	10.2501/jar-2019-044
显示于类别:	[企業管理學系] 期刊論文

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