Strategy to maximize mobile advertising effect in smart environment: Focused on DuCoffe model and TAM

Abstract

The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, mobile advertising is facing great changes in dealing with Smart devices. However, the basic outline of mobile advertising still mostly resembles advertising strategies centered on feature phones. Despite the fact that Smart device-based mobile advertising has several strategic differences from the existing advertising method, currently there is insufficient research dealing with the appropriate advertising strategy and effectiveness in a Smart environment. The purpose of this study is to develop an effective mobile advertising strategy framework in a Smart environment by analyzing mobile advertising effects based on Smart devices and by deducing the characteristics of smart device-based adverting. To do so, a new combined advertising model suitable for the Smart generation was developed through the existing representative advertising effect theories, Davis' TAM (1986) and DuCoffe's web advertising effect model (1996). In conclusion, this study suggests a new advertising effect model by combining the DuCoffe model and TAM model, and on this basis contributes to the establishment of a suitable advertising strategy for a Smart environment.