• Title, Summary, Keyword: Construal Level Theory

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The Differential Effect of PC vs. Mobile on User Behavior : An Empirical Study based on Construal Level Theory(CLT) (데스크톱과 모바일 기기의 차이가 사용자의 행위에 미치는 영향 : 해석수준 이론을 적용한 실증 연구)

  • Suh, Kil-Soo;Kang, Hyunjeong
    • Journal of Information Technology Services
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    • v.18 no.5
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    • pp.31-51
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    • 2019
  • Construal level theory (CLT) have been researched in wide range of disciplines such as marketing, organizational study, psychology, or education. Current study asserts that CLT would explain the effect of different devices of PC and smartphone on interaction between human-computer interfaces and information systems use. In CLT, those who are far from an object in terms of physical, temporal, social or psychological distance, they construe their understanding as abstract (high level) and vice versa. We hypothesized different size of digital device will increase psychological distance and result in behaviors that correspond to present construal level. The analysis result shows that users of PC recognized that they are socially distant from the device and those of smartphone felt that they are socially close to the device. However, the device did not have significant effect on attention to essential information, advertisement preference, and immediacy. The implication to academia, practice and future research and limitations are also discussed.

The Effect of Message Construal Level, Temporal Distance and Consumer's SNS Self-efficacy on Consumers' Attitude Toward SNS Fashion Advertisements

  • Cho, Hyojung;Lee, Mi Young
    • International Journal of Human Ecology
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    • v.16 no.2
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    • pp.11-20
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    • 2015
  • The purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) ${\times}$ 2 (temporal distance: distant future/near future) ${\times}$ 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows: First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed.

The Effects of Loss Aversion and Construal Level on the Attitude toward Financial Products (투자자의 손실회피 성향과 해석수준이 금융상품 태도에 미치는 영향)

  • Kang, Hyunmo
    • Knowledge Management Research
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    • v.18 no.1
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    • pp.49-65
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    • 2017
  • Financial products entail either gains or losses, and customers' psychological reaction to these gains and losses affect the selection of the financial products. This study explains the financial customers' behavior by introducing consumers' psychological variables such as loss aversion and construal levels. According to the construal level theory, people use more abstract and higher levels of construal to represent objects that are more distant on psychological distance. Based on extant research about loss aversion and construal levels, this study proposes two hypotheses and test the hypotheses. The experimental study examines how loss aversion affects the choice between deposit products and fund products in short-term and long-term investment situations. In the long-term condition the respondents prefer fund products to deposit products, whereas in the short-term condition the respondents have showed the opposite result. Also, the effects of loss aversion on preferences for financial products have interacted with the time horizon of investments. Implications and limitations are discussed to establish more effective marketing strategies based on the results of this study.

The Effects of Types of Envy and Self Construal Level on Indulgence (부러움의 유형과 자아해석의 고저수준에 따른 탐닉적 소비성향의 차이)

  • Choi, Nak-Hwan
    • The Journal of Industrial Distribution & Business
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    • v.9 no.5
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    • pp.73-81
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    • 2018
  • Purpose - When indulging in hedonic items is construed as wasteful and evokes anticipated regret or guilt, consumers are more likely to seek reasons to justify their indulgence. Justification requirement for spending on indulgences over necessities could lead to the places of their finding the ways that mitigate the anticipated regret and guilt. However the previous research focusing on consumers' own great effort leading to positive outcomes has not given much attention to other's outcomes induced from his or her little or no efforts, by which consumers could feel envy. The guilt associated with consumers' indulgence could vary according to envy type felt according to their evaluation about other's outcomes and their self construal level. Current research explored the envy type's effects on consumers' spending on hedonic products, and moderation effects of self construal level on the envy type's effects. Research design, data, and methodology - 2(envy type: benign versus malicious) × 2(self construal level: high versus low) between-subjects design was employed. Data for empirical analysis were from 173 undergraduate participants. ANOVA was used to verify hypotheses. Results - The tendency of choosing utilitarian product versus hedonic product was moderated by the envy type. The participants who felt benign envy were more likely to choose utilitarian product versus hedonic product than those who felt malicious envy were. And the tendency of benign envy-felt participants' choosing hedonic versus utilitarian product was more weakened to those with lower-level self construal than to those with higher-level self construal. However the tendency of malicious envy-felt participants' choosing hedonic versus utilitarian product was not moderated by the self construal level. Conclusions - This research could advance the theory related to indulgent hedonic consumption by exploring the effects of self construal level and envy type on hedonic indulgence. In view of the results from current study, marketers should make efforts of communicating and selling utilitarian products to persuade consumers with lower-level construal when they feel benign envy to others. And they should conduct marketing acts for hedonic products to persuade consumers when they feel malicious envy to others.

A Study on the Serious Games Design Framework via Potential Outcomes - Focused on Construal Level Interventions

  • Lee, Hye Rim;Jeong, Eui Jun
    • International Journal of Contents
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    • v.10 no.4
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    • pp.53-62
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    • 2014
  • Although many studies have considered the outcomes and impacts of serious games, little is known about the factors which affect a user's perception or interpretation in games during the process of decision making from theoretical perspectives. This study aimed to explore the process of user perception from the perspective of construal level theory, and to suggest a theoretical design approach for the development of effective serious games. In the current study, cognitive and affective learning outcomes were articulated through literature review and synthesized into a series of assumptions with persuasive and educational aspects in serious games. Serious games reflect the potential of the game mechanism for changing players' perception, and helping with knowledge acquisition of the users. The potential to use construal level theory for effective serious games interventions was suggested, and a Serious Games Design Framework was proposed via potential outcomes from recent advanced research. Finally, implications of the application of the suggested model with various-related purposes and directions for future research were discussed. The model could be useful not only for game researchers and designers, but also for game marketers in attracting potential consumers.

The Effects of Construal Level and Regulatory Focus on the Attitude toward Financial Products (조절초점과 해석수준이 금융상품 태도에 미치는 영향)

  • Chun, Sungyong;Youn, Hyo Sik
    • Journal of the Korean Operations Research and Management Science Society
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    • v.39 no.1
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    • pp.69-81
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    • 2014
  • Financial products entail either gains or losses, and customers' psychological reaction to these gains and losses affect the selection of the financial products. This study explains the financial customers' behavior by introducing consumers' psychological variables such as regulatory focus and construal levels. According to the regulatory focus theory, there are two distinct motivational orientations called promotion focus and prevention focus. And, construal level theory proposes that people use more abstract and higher levels of construal to represent objects that are more distant on psychological distance. We have incorporated these two psychological variables into financial consumer behaviors. In the experiment 1, the results have showed that promotion focused customers prefer fund products to deposit products, whereas prevention focused customers have showed the opposite result. In the experiment 2, both regulatory focus and construal level were considered. Specifically, under the high level message, promotion focused customers have showed higher preference to fund products than the prevention focused customers, and no significant difference for the deposit products. On the contrary, given the low level message, prevention focused customers have showed higher preference to both fund and deposit products than the promotion focused customers. Therefore, it comes to the conclusion that it will be efficient for the financial companies to use high level messages for the promotion focused customers and low level messages for the prevention focused customers. Implications and limitations are discussed to establish more effective marketing strategies based on the results of this study.

Effect on Social Game Use on the Degree of Social Capital - Based on Construal Level Theory - (소셜게임 이용시간이 사회자본에 미치는 영향에 대한 연구 - 해석수준 이론을 중심으로 -)

  • Lee, Dae Young;Ryu, Seoung Ho;Jeong, Eui Jun
    • Journal of Korea Game Society
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    • v.13 no.6
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    • pp.65-74
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    • 2013
  • There are a number of studies about the impact of social games' social network. But because of conflicting results, the game's effect isn't ascertained. In this study, we defined that using social games makes increase the social capital with construal level theory. The survey results on construal level, social capital, game using time, etc, are used for the analysis of the correlation and interact. As a result, growing bridging social capital shows on the people who use high level of construal and more social game time use. This phenomenon did not appear in other online games, so that makes a social games' feature unique characteristic. And we discovered that high level construals is key point for defining the practical use of media.

The Effects of Self-control and Construal Level on Game Addiction (게임이용자의 자기통제와 해석수준이 게임중독에 미치는 영향)

  • Jang, Ye-Beet;Lee, Hye-Rim;Kim, Min-Kyu;Jeong, Eui-Jun;Ryu, Seoung-Ho
    • Journal of Korea Game Society
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    • v.13 no.2
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    • pp.131-142
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    • 2013
  • The current study examined how different level of self-constol and construal level influences game users' game addiction. Also we explored the interaction effect between the individual's self-control and construal level on game addiction. To answer the research questions, we conducted an online survey and total 918 participants were selected for the final analysis. According to the results, users with low level of self-control and low-level construal showed higher level of game addiction. In addition, we found a significant interaction effect between self-control and construal-level on game addiction. In high self-control group, game addiction level was low regardless of level of self-construal. However, in low self-control group, the level of construal-level affected game addiction. We found that construal-level played an important mediating variable. These findings suggest a noble insight for autonomous control in alleviatinggame addiction by changing one's level of self-control and self-construal.

Construal Levels and Online Shopping: Antecedents of Visits to and Purchases from Online Retailers' Websites

  • Sthapit, Anesh;Jo, Gin-Young;Hwang, Yoon-Yong
    • The Journal of Industrial Distribution & Business
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    • v.7 no.3
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    • pp.19-25
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    • 2016
  • Purpose - This study explores the role of construal levels in predicting online consumer behavior on a retail website. It builds on the conceptualization that simply browsing a website and making actual purchases can be an outcome of how abstractly or concretely one thinks about that experience. This study examines the differential effects of intermediary websites' attributes and seller's product offerings in predicting frequency of visits and actual purchases. Research design, data, and methodology - Data were collected from 188 undergraduate students in a large university of Korea. Hierarchical regression model was utilized to test the proposed effect of website characteristics and seller attributes on visit and purchase. Results - We propose and find that online shopping website visits and purchase frequency have different antecedents. The results reveal that website visit frequency and purchase have different predictors and this can be explained through construal level theory. Specifically, we find purchase frequency is predicted more by website image and financial benefits can be more predictive in actual purchases. Conclusions - Consumer behavior on the internet can be delineated into website visits and actual purchases. First, uplifting the image of the website itself is much more important than just making offerings cheaper. Online shopping website should try to match its features to mental representations that customers go through from just visit (abstract) to purchase (concrete).

A Case Study of the Mobile Giving Platforms Based on Construal Level Theory: Focused on Bigwalk and Tree Planet (해석수준 이론에 기반한 모바일 기부 플랫폼 사례연구: 빅워크와 트리플래닛을 대상으로)

  • Kim, Minji;Min, Byounga;Shin, Hyeonsik;Hwang, Seongwook;Lee, Inseong;Kim, Jinwoo
    • Information Systems Review
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    • v.17 no.3
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    • pp.135-157
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    • 2015
  • Mobile giving platform is a new type of giving platform which offers donation service through mobile application. Mobile giving platform has developed differently from offline giving platform in the way that induces continuous donation. The purpose of this study is to investigate why mobile giving platform has adopted different strategy, and how it leads to continuous contribution. We conducted a case study with two successful mobile giving platforms; Bigwalk and Tree Planet. The analysis of the strategy is based on the construal level theory which explains the relationship between psychological distance and construal level. The result shows that the users' psychological distance toward giving platform has decreased with the environmental change, offline to mobile. Consequently the mobile giving platform offers services which form low level of construal for encouraging continuous participation. This finding suggests the importance of offering suitable construal level in services, and design guideline for mobile giving platforms.