Empirical Study of Factors Influencing Attitude toward Advertisement : Case Study of Ubiquitous Street Project Media Pole in Seoul, Korea

概要

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Information and Communication Technology-ICT-has dramatically changed advertising and has substantially impacted advertising creativity. In similar fashion, future advertising will be altered via -and apace of -the emergence of new technologies. New advertisement tools loaded with the convergence of art, media and ICT, and styled as Media Pole in Seoul, Korea is a good example of a new advertising medium in ubiquitous network societies. Media Pole is street advertisement architecture providing a variety of information and services on the streets of Gangnam, one of the busiest districts in metropolitan Seoul. This study examines factors impacting attitude toward the new advertisement medium called Media Pole. This study is based on Ducoffe's (1996) Advertising Attitude and Value Model and Ajzen & Fishbein's (1975 & 1980) Theory of Reasoned Action. This research proposes a new theoretical model to examine attitude towards this new advertisement medium. It also provides valuable case study results for governments, organizations and industries regarding the current status of new technology and value-added public advertisement facilities, marketability, and suggested future directions. This study recommends that focus should be on users' viewpoints and on trying to provide user-centric services in future development.
2010-09-30