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Study of Relation Between Consumers' Advertisement Attitude and Need for Cognition for IoT-Implemented Advertisement

사물인터넷이 구현된 광고의 소비자 인지욕구에 따른 광고태도 연구

  • Lee, Jihwa (Dept. of New Media Advertising Promotion, Hansung University) ;
  • Cho, Sae-Hong (Dept. of Multimedia Engineering, Hansung University)
  • Received : 2015.01.30
  • Accepted : 2015.02.28
  • Published : 2015.02.28

Abstract

This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.

Acknowledgement

Supported by : 한성대학교

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