ScholarWorks@숙명여자대학교

초록

This study examined wireless internet user’s motivation of media use and mobile advertising variables from a uses-and-gratifications perspectives. Specifically the study surveyed wireless internet user’s motivation of media use and difference of motivation of media use between heavy user and light user. The following is a summary of results from the survey. First, the factor analysis of the wireless internet uer’s motive statements yielded five interpretable factors: passing time, information seeking, convenience, interpersonal communication, utility value. Heavy users had higher motive except for information seeking than light users, and women had higher ‘convenience’ motive than men. Teenagers had higher ‘convenience’ and ‘interpersonal communication’ motives than twenties. Also high school students had higher ‘passing time’, ‘convenience’, ‘interpersonal communication’ motives than the other education segments. Second, heavy users more like to receive a mobile ad and show more positive mobile ad attitude than light users. Heavy users also had more positive ad attitude toward ‘SMS ad’, ‘MMS ad’, ‘WAP ad’, ‘Coupon ad’ than light users. The current study attempted to identify wireless internet user’s motive factors, mobile ad variables and examined differences among segments of media use amount, sex, age, students/non-students. The findings are expected to offer meaningful information in establishing strategies for marketing communication using wireless internet as new media as well as enhancing the understanding of consumer behaviors using mobile ad. This study examined wireless internet user’s motivation of media use and mobile advertising variables from a uses-and-gratifications perspectives. Specifically the study surveyed wireless internet user’s motivation of media use and difference of motivation of media use between heavy user and light user. The following is a summary of results from the survey. First, the factor analysis of the wireless internet uer’s motive statements yielded five interpretable factors: passing time, information seeking, convenience, interpersonal communication, utility value. Heavy users had higher motive except for information seeking than light users, and women had higher ‘convenience’ motive than men. Teenagers had higher ‘convenience’ and ‘interpersonal communication’ motives than twenties. Also high school students had higher ‘passing time’, ‘convenience’, ‘interpersonal communication’ motives than the other education segments. Second, heavy users more like to receive a mobile ad and show more positive mobile ad attitude than light users. Heavy users also had more positive ad attitude toward ‘SMS ad’, ‘MMS ad’, ‘WAP ad’, ‘Coupon ad’ than light users. The current study attempted to identify wireless internet user’s motive factors, mobile ad variables and examined differences among segments of media use amount, sex, age, students/non-students. The findings are expected to offer meaningful information in establishing strategies for marketing communication using wireless internet as new media as well as enhancing the understanding of consumer behaviors using mobile ad.

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