A Study on the Determinants of the Acceptance Intention of Smart TV Advertising: Focusing on the Application of Internet Advertising Theory

Abstract

This study identified and analyzed the determinants that influence the acceptance intention of smart TV advertising, focusing on the applying the theory used in Internet advertising research, from the perspective that smart TV was born based on the characteristics of existing TV and the internet. As a result of the study, it was confirmed that the main theory and approach related to Internet advertising influences the acceptance intention of smart TV advertising, and that the main variables of internet advertising research can also be applied to smart TV advertising research. First, it was found that flow, a variable that affects the attitudes and behaviors of internet audiences, positively influences the acceptance intention of smart TV advertising. In addition, it was confirmed that the main variables of Ducoffe's web advertising model, a major internet advertising effect model, influence the acceptance intention of smart TV advertising. As a personal characteristic of the audience, it was found that the overall attitude toward advertising had a positive effect on the acceptance intention of smart TV advertising. The results of this study confirmed that smart TV has the characteristics of internet media, suggesting that it is necessary to more actively apply the approach of internet research and major variables of internet research to smart TV advertising research in the future.