ABSTRACT Do consumers process mobile advertising on mobile websites and branded apps in the same way? To answer this question, this article examines both the antecedents and consequences of mobile websites and branded apps. The authors administered a survey to 573 participants in South Korea and examined consumers9 advertising recognition and willingness to buy new products. They used real brands and controlled the brand effect in their structural equation model. Branded apps led to higher advertisement recognition and a greater willingness to buy new products than did mobile websites. As antecedents, cognitive innovativeness affected consumers9 usage of branded apps, whereas sensory innovativeness influenced the usage of both mobile apps and websites. The authors believe this is the first empirical article on consumers9 advertising recognition between mobile websites and branded apps, providing both theoretical and practical implications to managers in the field of mobile marketing.

中文翻译：

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在移动应用上投放广告与在移动网络上投放广告

摘要消费者是否以相同的方式在移动网站和品牌应用上处理移动广告？为了回答这个问题，本文研究了移动网站和品牌应用程序的前身和后果。作者对韩国的573名参与者进行了调查，并调查了消费者9的广告认知度和购买新产品的意愿。他们使用真实的品牌，并在其结构方程模型中控制品牌效应。与移动网站相比，品牌应用带来了更高的广告知名度和购买新产品的意愿。作为先例，认知创新会影响消费者对品牌应用程序的使用9，而感官创新会影响移动应用程序和网站的使用。