A Study on Consumer Preferences for Partnership Model of Smartphone App
You-Jung Nam, Myung-Gwan Kim · 한국인터넷방송통신학회 논문지 · 2012
Abstract The core parties operating application stores can be categorized into two major groups. One of which is an application store that offers manufacturing and platforms while the other being telecommunication company orientated. Each group has an affiliated partnership. In a larger group, there are three major types of such as partnership that causes an increase in traffic,partnership through the sales within the application contents and partnership through advertisements. In order to find out whether teenagers and potential consumers in their twenties would prefer a message-type or an application-type advertising. Through experiment, we also figured out which type of advertising worked more effectively between the two given types. Key Words : 제휴모델, 앱 광고 선호도, 노출광고 * 준회원 을지대학교 의료IT마케팅학과 ** 정회원, 을지대학교 의료IT마케팅학과 (교신저자)접수일자 : 2012년 11월 19일, 수정완료 : 2012년 12월 10일게재확정일자 : 2012년 12월 14일Received: 19 November 2012 / Revised: 10 December 2012 /Accepted: Revised: 14 December 2012