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A Study of Motivations and Intentions to Use Smart Phone Applications as Advertising Media: An Extension of Technology Acceptance Model
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광고매체로서 스마트폰 애플리케이션 이용동기와 사용의도에 관한 연구 : 정보기술수용모델의 확장

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Type
Academic journal
Author
Journal
Korean Association for Advertising and Public Relations Advertising Research No.89 KCI Accredited Journals
Published
2011.6
Pages
229 - 254 (26page)

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A Study of Motivations and Intentions to Use Smart Phone Applications as Advertising Media: An Extension of Technology Acceptance Model
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The purpose of the study is to investigate motivations for using smartphone applications and Technology Acceptance Model (TAM) variables and examines the influences of motivations and TAM variables on intentions to use the smart phone applications. This study presents motivations and TAM as theoretical frameworks by the literature syntheses. Motivations, perceived ease of use and perceived usefulness and the influences of those variables are clarified and discussed. In this study, three hundred smartphone users participated in the survey. The results showed nine motivation factors and the positive influences of motivations, perceived ease of use and perceived usefulness on attitude toward smart phone applications and intention to use smart phone applications. This study contributes to implications on academics and practitioners related to the smart phone application as an important advertising media context.
#스마트폰 애플리케이션 #동기 #정보기술수용모델 #Smartphone applications #Motivations #Technology Acceptance Model #TAM

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