Perception segmentation of mobile advertising for college students using q methodology Choi Woo-Seok1, Park bong-Gyu2,* 1Professor, School of Digital Culture & Contents, Youngsan University, Busan, Korea, 2Professor, Department of Hotel & Convention Management, Dong-Eui University, Busan, Korea *Corresponding Author: Bong-Gyu Park Professor Department of Hotel & Convention Management, Dong-Eui University, Korea Email: bgpark@deu.ac.kr
Online published on 16 October, 2018. Abstract This study aims to identify characteristics of mobile advertising to determine mobile device users’ motivation to accept mobile advertising, including timeliness, localization, personalization, innovativeness, and enjoyment. This study adopted a subjectivity research approach using Q methodology to identify college students’ perception. Final P samples consist of 40 students. Depth interview and content analysis were used for developing Q statement with 34 items. The 34 Q statements answered by 40 P samples were analyzed using PQMethod 2.35. After running of principal component analysis and rotation, four factors were derived: stall-oriented type, information-oriented type, indifferent type, and curiosity-oriented type. To interpret the typological characteristics of each group, this study examined more detailed consumers’ motivation perception criteria about tendency of mobile device usage. Measures about users’ usage motivation including the usage purpose of mobile device, preference of personalized mobile advertisement, motivation of using mobile device and lifestyle characteristics of users are treated. This study advanced the level of research horizon by identifying perceived segmentation of mobile advertising in a subjectivity way. Top Keywords Mobile advertising, Subjective study, Perception segmentation, College students, Q methodology. Top |