Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Examining Psychological Factors Influencing Purchase Intention of Smart Phone in Korean and Chinese Adolescents

한·중 청소년의 스마트폰 구매의도에 미치는 심리적 요인에 관한 연구

  • Received : 2014.08.27
  • Accepted : 2014.11.20
  • Published : 2014.11.28
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Abstract

Recently the use of smart phone is getting popular not only for adult but also for adolescents. The purpose of this study is to examine how psychological independent variables affect purchase intention of Korean and Chinese adolescents. The psychological variables in the study include showoff, face sensitivity, and a sense of alienation. The findings showed that psychological variables were significant to explain purchase intention both in Korean and Chinese adolescents. Such results can provide a practical contribution of planning marketing strategy both in Korea and China markets.

최근 스마트폰 이용인구는 성인뿐만 청소년들도 급격한 증가 추세이다. 본 논문은 한중 청소년들을 대상으로 심리적 변수가 한중 청소년 소비자들의 스마트폰 신제품 구매의도에 미치는 영향을 살펴보았다. 심리적 변인들중에 본 연구가 초점을 둔 것은 과시욕, 체면민감성, 소외감 등의 요인들이었다. 이들 심리적 요인이 구매의도에 미치는 영향을 살펴 본 결과 세 가지의 심리적 요인 모두가 한 중 청소년의 스마트폰 구매에 영향을 주는 유의한 변인이었으며, 특히 중국 청소년의 경우 심리적 요인 중에 체면민감성의 중요성이 두드러지게 나타났다. 이러한 결과는 실무적 측면에서 마케팅 커뮤니케이션 전략수립에 기여하는 바가 있을 것이다.

Keywords

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