디지털융복합연구 (Journal of Digital Convergence)

  • 제16권5호
  • /
  • Pages.145-152
  • /
  • 2018
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

감각적 혁신성향에 따른 사물인터넷(IoT) 제품 광고의 수용자 효과에 관한 연구

Study on the audience effect of advertisements of IoT products across different levels of sensory innovativeness

  • 투고 : 2018.03.06
  • 심사 : 2018.05.20
  • 발행 : 2018.05.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 소비자들의 개인적 특성 변수인 감각적 혁신성향이 사물인터넷 제품 광고에 대한 수용자 효과에 어떠한 차이를 보이는지 알아보고자 진행되었다. 이를 위해 사물인터넷 제품 광고 3편을 선정하여 남 여 대학생 128명을 대상으로 연구를 진행하였다. 연구결과 감각적 혁신성향이 높은 소비자들이 낮은 소비자들에 비해 광고 속 제품태도와 지각된 유용성을 더욱 더 긍정적으로 인식하는 것으로 나타났다. 이러한 결과는 사물인터넷 기술이 구현된 제품 광고들에 대한 연구가 부족한 현실에서 실증연구 되었다는 점과 신기술 구현 광고의 실행과 마케팅 전략 수립에 유용한 시사점을 제공해줄 수 있을 것으로 사료된다. 더불어 향후 연구에서는 보다 다양한 소비자 혁신성 변인들을 고려한 후속 연구가 이루어질 수 있길 기대한다.

This study was conducted to review whether there is a difference in the audience effect of advertisements of IoT products across different levels of sensory innovativeness. For the study, a total of 128 male and female university students and three advertisements of IoT products were selected. The study findings show that consumers with a higher tendency in purusing sensory innovativeness are more likely to rate more positively the perceived usefulness of the product and the attitude towards the product as shown in the advertisement. This finding is meaningful in that it was concluded from an empirical study at a time when studies on advertisements of IoT products are lacking. The study is also expected to provide beneficial insights into effective execution of advertisements of new technologies and establishment of marketing strategies. Follow-up studies that take into account a wider range of variables representing sensory innovativeness in consumers are suggested.

키워드

참고문헌

  1. J. H. Lee & S. H. Cho. (2015). Study of Relation Between Consumers' Advertisement Attitude and Need for Cognition for IoT-Implemented Advertisement. Journal of Digital Contents Society, 16(1), 165-172. https://doi.org/10.9728/dcs.2015.16.1.165
  2. Etnews (2017. 12. 5) http://www.etnews.com/201012100121 (accessed December 5, 2017)
  3. AD TREND MAGAZINE (2017. 12. 5) https://www.adic.or.kr/journal/column/show.do?ukey=367949 (accessed December 5, 2017)
  4. Banronbodo.com (2017. 12. 5) http://www.banronbodo.com/news/articleView.html?idxno=482 (accessed December 5, 2017)
  5. Arnett, J. (1994). Sensation seeking: A new conceptualization and a new scale. Personality and individual differences, 16(2), 289-296. https://doi.org/10.1016/0191-8869(94)90165-1
  6. Zuckerman, M. (1979). Sensation seeking: Beyond the optimal level of arousal. 1979. https://books.google.co.kr/books?hl=ko&lr=&id=O7rDBAAAQBAJ&oi=fnd&pg=PP1&dq=M.+Zuckerman,+Sensation+Seeking:+Beyond+the+Optimal+Level+of+Arousal,+Lawrence+Erlbaum+Associates,+Hillsdale,+NJ,+1979.&ots=ctzbGEP8BW&sig=sZFgyBrAVI47D7nWr9ct-JIDVdY#v=onepage&q=M.%20Zuckerman%2C%20Sensation%20Seeking%3A%20Beyond%20the%20Optimal%20Level%20of%20Arousal%2C%20Lawrence%20Erlbaum%20Associates%2C%20Hillsdale%2C%20NJ%2C%201979.&f=false
  7. Eysenck, S., & Zuckerman, M. (1978). The relationship between sensation‐seeking and Eysenck's dimensions of personality. British Journal of Psychology, 69(4), 483-487. https://doi.org/10.1111/j.2044-8295.1978.tb02125.x
  8. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7(3), 283-295. https://doi.org/10.1086/208816
  9. Foxall, G. R. (1988). Marketing new technology: Markets, hierarchies, and user‐initiated innovation. Managerial and Decision Economics, 9(3), 237-250. https://doi.org/10.1002/mde.4090090309
  10. S. H. Kim & J. Y. Kang. (2005). Effects of Consumer Characteristics on Benefits Sought and Importance in Attributes of Durable Goods: Emphasis on Consumer Innovativeness, Social Sensitivity, and Consumer Knowledge. Korean Marketing Review, 20(4), 209-226.
  11. H. S. Jung & J. Y. Shin. (2012). Investigating the Roles of Consumer Innovativeness in Advertising Responses. The Korean Journal of Advertising, 23(6), 133-160.
  12. Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of consumer research, 4(4), 229-242. https://doi.org/10.1086/208701
  13. Y. S. Park & H. N. Chae. (2011). The Influences of Emotional Intelligence in Customer Innovativeness Focused on "Sensation Seeking Tendency" and "Need for Intelligence". Korean Corporation Management Review, 18(3), 55-81.
  14. Hoffmann, S., & Soyez, K. (2010). A cognitive model to predict domain-specific consumer innovativeness. Journal of Business Research, 63(7), 778-785. https://doi.org/10.1016/j.jbusres.2009.06.007
  15. J. G. Park. (2013) New Media Adoption Theory. Seoul: Communicationbooks.
  16. H. J. Kim. (2011). Dual Path Impacts of the Consumer Innovativeness in the New Products Adoption Situation. The Journal of the Korea Contents Association, 11(8), 187-197. https://doi.org/10.5392/JKCA.2011.11.8.187
  17. Davis, F. D.(1989). Perceived usefulness, perceived ease of use, and user a acceprance of infomation technology. Management Information Systems Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  18. TVCF (2017. 12. 5) http://www.tvcf.co.kr (accessed September 10, 2017)
  19. J. E. Lee. (2016). How Does Customer Innovativeness Enhance Continued Use of Smartphone? : The Mediating Role of Benefit Sought and Commitment. Master's Degree. Ewha Womans University, Seoul.
  20. B. H. Yang. (2005). An Integrated Model of Attitudes toward Wireless Marketing. Advertising Research, 68, 139-163.
  21. B. C. Kim. (2007). The Antecedents of Influence on the Attitude toward Mobile Advertising. Advertising Research, 75, 35-59.
  22. D. S. Youm. (2017). The Effect of Motivation for Using Mobile Social Network Games on the Game Attitude, Continuous Use Intention and Intention to Recommend the Game. Journal of Digital Convergence, 15(1), 453-459. https://doi.org/10.14400/JDC.2017.15.1.453
  23. D. S. Youm. (2016). Structural analysis between use motives, perceived usefulness and advertisement effect of mobile LBA(Location Based Advertising). Korean Journal of Consumer and Advertising Psychology, 17(2), 271-293. https://doi.org/10.21074/kjlcap.2016.17.2.271
  24. S. B. Chang & D. S. Youm. (2017). A Study on the Audience Effect on Wearable Device: Focused on Technology Acceptance Model. The Korean Journal of Advertising, 28(6), 73-101.
  25. B. J. Cho & J. S. Lee. (2016). Adoption Factors of Smart Watch : Focusing on Moderate Effects of Innovation Resistance. Korean Journal of Broadcasting & Telecommunications Research, 93, 111-136.
  26. Bhattacherjee, A., & Premkumar, G. (2004). Understanding changes in belief and attitude toward information technology usage: A theoretical model and longitudinal test. MIS quarterly, 28(2), 229-254. https://doi.org/10.2307/25148634