The Effect of Media Use Environments on Advertisement Acceptance, Life Value, and Mental Health: A Korean Public Dataset Analysis

This study examined the effect of the media usage environment, particularly TV and mobile devices, on advertisement acceptance, lifestyle, and psychological satisfaction. Hypothesis pathways and comparative structural mediating effects were analyzed. Media and Consumer Research public data were used for empirical analysis. A total of 6,640 people who participated in sports activities were included in the study. The results demonstrated that TV and mobile device usage environments had similar effects on advertisement acceptance. While TV did not influence the pursuit of personal life, mobile device use environments affected the pursuit of personal life. Mobile device use environments had a greater effect on individual psychological satisfaction than TV. Adoption had a mediating effect on the influence of media usage environments on the pursuit of personal life. The pursuit of a personal life had a significant mediating effect on the influence of media use environments on psychological stability. This study revealed no differences in the effects of new and traditional media on advertisement acceptance, while new media had a greater influence on lifestyle and psychological satisfaction.