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This research tests the effects of gender on attitude and intention to use mobile TV. Gender is frequently identified as a key moderating variable in consumers' behaviour and in the usage of media. Studying the case of mobile TV in the early stage of Korean digital multimedia broadcasting (DMB) development is important because Korea is the first market where mobile TV is commercially available. The findings can provide useful implications not only for theory in the adoption of new media but also for marketing practitioners in countries that are rolling out mobile TV. Five motivation factors--entertainment, social interaction, permanent access, pass time and fashion/status--were drawn from uses and gratifications theory to test their relationship with attitude and intention to use mobile TV. For the purposes of the study, a total of 256 undergraduate students in South Korea participated in the survey. Overall, uses and gratifications theory is found to be a valid approach to explain people's attitude and intention to use a mobile TV. Regarding gender effects, the results indicate that motivation for fashion/status is most important for males, while social interaction has the highest impact on female attitude and intention. Theoretical and practical implications are offered; they suggest that the advertising concept needs to be targeted by consumers' gender.

How has scholarly research shaped the Internet advertising field since the mid 1990s? This study addresses that broad question with a bibliometric analysis of academic literature on Internet advertising. By examining most-cited authors and papers, as well as co-citation patterns, a general picture of the field can be drawn. This analysis sets a baseline that will enable future scholars to see where the field of Internet advertising research began and trace its shift over time., In 1993, the Internet burst into public consciousness. The introduction of the Web browser made the Internet more user friendly than it had been in the 1970s and 1980s when [...]

This study examined effects of structural and perceptual variables on attitude toward websites. Data were collected from 311 consumers who reviewed four hotel websites. The sites were structurally different in [...]

Interactivity is an often mentioned but seldom operationalized concept associated with the World Wide Web. Interactivity has been positioned conceptually as a process, a function, and a perception, but most operational definitions have focused on the process or function. This study develops scales to operationalize the perception-based approach to interactivity, because consumer perceptions are central to advertising research. Three overlapping constructs that are central to interactivity are explored: direction of communication, user control, and time. A multistage method is used to identify and refine measures of perceived interactivity (MPI). The 18 items included in the MPI offer researchers a tool for measuring a consumer perception central to advertising on the Web., The word 'interactive' is often used as a synonym for new media such as the World Wide Web. Advertising practitioners and researchers use the phrase 'interactive advertising' to describe Internet [...]

As e-mail and other related technologies have diffused rapidly into a large and heterogeneous population, researchers have begun to explore the possibility of using e-mail as a tool for survey [...]