Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
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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
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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.

본 연구는 사물인터넷 기술이 구현된 광고에서 사용자요인인 소비자의 인지욕구에 따라 어떠한 광고 효과가 나타나는지에 대하여 연구를 진행하였다. 연구방법은 사물인터넷 광고에 대한 간단한 사전교육 이후 사물인터넷 기술로 구현된 광고 동영상과 설문지를 배포하였으며, 조사대상은 서울 및 수도권의 대학생을 대상으로 진행하였다. 연구결과 인지욕구가 높은 소비자의 경우 인지욕구가 낮은 소비자보다 더 긍정적인 광고태도를 나타내었으며, 통계적으로 유의미하였다. 이를 통해 사물인터넷이 구현된 광고에 있어서 소비자의 인지욕구에 따라 다른 광고태도를 나타내는 것을 알 수 있었다.

Keywords

References

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