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摘要
This study investigates Generation Y consumers` different value perceptions toward apparelmobile advertising according to cultures (i.e., The United States vs. South Korea) and modalities (short message service vs. multimedia messaging service). Results indicate that the entertainment value was perceived differently for two modalities: short message service (SMS) versus multimedia messaging service (MMS). In addition, the values of entertainment, informativeness, irritation, and credibility were perceived differently by two cultures U.S. and Korea.
