모바일 마케팅 디자인의 광고 유형이 소비자의 광고 수용성과 구매 의도에 미치는 영향

초록

Background The design type of mobile marketing advertisement has the function of attracting consumers’ attention but has become a factor in avoiding advertisements. Through this study, we aim to provide basic data that could increase the efficiency of mobile advertising by investigating and analyzing the types of mobile advertising designs preferred by consumers. Methods After setting the preferences of six mobile advertising design formats as independent variables, advertisement acceptability and purchase intention were composed of dependent variables based on the Ryu (2022) model. Next, data was collected by conducting a survey on mobile advertising design preferences from October 24 to October 31, 2022. For the analysis tool, one-way distribution analysis was performed using IBM SPSS statistics 26.0, then post-evaluated using Scheffe's method. Results Video, delivery, search, and interaction advertisement formats were found to be more significant in terms of average advertisement acceptability and purchase intention than banner and social media advertisements. Also, there were significant results from advertising design types that broke away from existing mobile advertising designs, consisting of new techniques and contents to attract consumers’ attention. Conclusions This study examines the types of mobile marketing advertising designs preferred by consumers in relation to advertising acceptability and purchase intention. In mobile advertising, continuous messages and advertisements that engage consumers will be able to effectively deliver products. We hope through this study that the research material will contribute to the development of the fast-changing industry of mobile advertisement design.

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