Attitude Toward Mobile Advertising

Résumé du livre

ABSTRACT: This study tested Triandis'(2001) combination of individualism/collectivism and horizontal/vertical dimensions typology for its ability to detect differences in mobile users' cultural orientations in South Korea, and also examined the role of these cultural orientations in people's general media use, mobile phone use, and attitude toward mobile advertising. The objective of this study is to add to the body of work looking at mobile advertising, while focusing specifically on the relationship between attitude toward mobile advertising and cultural orientations to understand the influence of cultural orientations on consumer response toward mobile communication. Culture is never static; it evolves and changes with the passage of time. Communication plays an important role in facilitating these changes by providing relevant information, motivation, and interaction for people. This study is to frame the attitude toward mobile advertising and culture orientations within an environment that changes rapidly according to the development of technology. Results show that respondents in the vertical collectivism orientation, where people submit to the authorities of the in-group and are willing to sacrifice themselves for their in-group, are more likely to have a positive attitude toward mobile advertising. Implications for marketers and advertisers are discussed. This study also presents limitations and suggestions for future research.