Doyle Yoon

Internet motives of users in the United States, United Kingdom, Australia, and Korea: a cross-cultural replication of the WMI

ABSTRACT The Web Motivation Inventory (WMI) is used in academic research and is cited in the academic Internet advertising literature. To date, the scale has only been tested on U.S. consumers. This research replicates the WMI using consumers from the United States, United Kingdom, Australia, and South Korea. Our findings revealed the same four-factor structure for three of the four countries, providing evidence of the scale’s global stability. However, the four motives--research, communicate, surf, and shop-differed significantly among the countries.

Antecedents of mobile app usage among smartphone users

Although mobile apps are already an influential medium in the new media industry as a whole, these apps have received little academic attention within the communication and marketing literature. This study develops and tests a hypothesized model to explain antecedents affecting app usage among smartphone users. The analysis of the structural equation model determined a final model with four significant factors (perceived informative and entertaining usefulness, perceived ease of use, and user review). Cost-effectiveness, a key variable of this study due to the particularity of 99-cent app price, had no influence on app usage. This study not only includes marketing implications but also offers insight into various theoretical applications to the field of mobile communication research by suggesting a conceptual model for the acceptance of mobile apps.

Brand Experience on the Website: Its Mediating Role Between Perceived Interactivity and Relationship Quality

ABSTRACT This study examined the mediating effect of brand experience on the linkage between perceived interactivity of a website and relationship quality with the brand in the online marketplace. The proposed mediation model was tested with online survey data collected from 265 college students. With the use of a mediation test, this study found that active control and two-way communication features of interactivity led to more positive brand experience, which subsequently influenced relationship quality with the brand. Contrary to our expectations, a perceived synchronicity feature was not found to be related to either brand experience or relationship quality with the brand. This study highlights the important role of brand experience on the website in enhancing consumer–brand relationship building and aids e-marketers to develop digital strategies in designing more interactive brand websites, which can improve brand experience on the website and relationship quality with the brand.

Norms in Social Media: The Application of Theory of Reasoned Action and Personal Norms in Predicting Interactions With Facebook Page Like Ads

ABSTRACT This study employs the theory of reasoned action and personal descriptive and injunctive norms to predict individuals’ intentions to interact with Page Like Ads on Facebook, which are a type of ad that individuals may “like,” “share,” or make a “comment” on. The survey findings from 631 respondents indicate that attitudes toward the behavior, subjective norms, and personal descriptive norms influenced behavioral intentions to interact with page Like Ads. In addition, this study found that subjective norms, personal descriptive norms, and personal injunctive norms were shaped by interpersonal influences (e.g., family). This study contributes to research on the theory of reasoned action and personal norms and provides practical implications for media practitioners, especially for advertisers and marketers.

Examining and Extending Advertising's Dual Mediation Hypothesis to a Branded Mobile Phone App

ABSTRACT Advertisings dual mediation hypothesis (DMH) is an important model predicting the relationships among antecedent variables and advertising outcomes. The results of the study reported here extend this theory to a mobile phone branded app. Structural equation modeling with data collected from 277 Millennial participants showed that the DMH was the best-fitting model for explaining attitude toward the app among four competing models. Furthermore, an extended DMH, with an “intention to continue using the app” construct, was found to offer a superior fit over four other extended models and a better model than the traditional DMH.

Consumers’ responses to native vs. banner advertising: moderation of persuasion knowledge on interaction effects of ad type and placement type

ABSTRACT Applying advertising contextual theory, we examined the conditions under which native advertising embedded in a news website was more effective. With the use of college students (n = 189), a 2 (type of ad: native vs. banner) × 2 (type of ad placement: solo vs. duo) × 2 (persuasion knowledge: high vs. low) online experimental design was employed. In the solo condition, native advertising was evaluated more favorably than banner advertising in perceived fit, ad credibility, brand attitudes and click intention. Significant interaction effects between ad type and placement type were found on all dependent variables, with native advertising showing a significant decrease in duo (vs. solo) placement. These interaction effects appeared to be more pronounced for consumers with high persuasion knowledge, confirming its moderating role. Theoretical and managerial implications were discussed regarding the strategic placement of native advertising in news websites.