Gearing Up for Mobile Advertising: A Cross-Cultural Examination of Key Factors That Drive Mobile Messages Home to Consumers

摘要

Mobile advertising is gearing up for success, but researchers andpractitioners need to understand how to measure the effectivenessof this advertising form—particularly the factors that drive mobilemessages home in different cultures. This study identifies key meas-ures of effectiveness as well as antecedent variables in the context of629 Korean and American consumers. Entertainment and credibilitywere key factors predicting positive attitude and purchase intentionamong both Koreans and Americans. However, this study found mul-tiple cross-cultural differences—particularly in informativeness, per-ceived interactivity, and the value of mobile advertising. Theoreticalexplanations and practical implications are suggested.