The Effects of Mobile Advertising on Consumers' Attitudes Toward the Advertising and Purchase Behavior in South Korea and the United States

Abstract

This study examined the effectiveness of advertising on mobile phones among college students in South Korea and the United States. To analyze the effect of mobile phone advertising, this study adopted the uses and gratifications theory, and the technology acceptance model (TAM) as the theoretical framework. A total of 253 students completed the survey in South Korea and the United States. Respondents in the United States used mobile phones more frequently than respondents in South Korea. However, South Korean respondents were exposed to mobile advertising messages more than the United States respondents. Although respondents in South Korea received mobile advertising messages more than respondents in the United States, the United States respondents’ attitudes toward advertising messages were more positive than South Korean respondents’ attitudes. Also, the United States respondents purchased products on their mobile phones connected to mobile phone advertising messages more than South Korean respondents.