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Jae-Woo Lee;Chang-Bae Ko
- Journal of the Korea Society of Computer and Information
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- v.29 no.5
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- pp.75-83
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- 2024
The purpose of this study is to analyze the relationship between consumption value, advertisement acceptance attitude, and purchase intention according to the MBTI personality type. The results of a survey and analysis targeting the MZ generation with experience in purchasing digital products are as follows. 1.There was no difference between consumption value and advertisement acceptance attitude according to the MBTI personality type. 2. Among the consumption values, Factors of rarity value and emotional value had an effect on purchase intention. 3. Among the attitude of accepting advertisements, advertising favors, information trust and negative cognition had a positive effect on purchase intention. Accordingly, providing advertising content including information and interest about digital products is considered effective in marketing of the MZ generation, which represents flex consumption and minus-out consumption.
https://doi.org/10.9708/jksci.2024.29.05.075 인용 PDF HTML

Moon, Yun Ji
- Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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- 2013.10a
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- pp.588-590
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- 2013
This study aims to explore and understand better how consumers' value orientation relates to consumer's intention to use and Word-of-Mouth behaviors in using Web sites. Consumers have perceptions of the shopping value they acquire during their experiences in navigating Web sites. This consumer's shopping value is considered as utilitarian shopping value, information shopping value, and hedonic shopping value. The current paper proposes that value orientation of consumers in Web sites would consequently affect consumer attitude such as intention to use and Word-of-Mouth. In addition, the research investigates the moderating effect of consumer's personality between consumer's shopping value and consumers' attitude in Web sites. For testing the hypothesized research model, survey and Lisrel analysis are conducted. The findings emphasize that online providers need to focus on the perceived values most salient to consumers in order to improve their profitability. Furthermore, providers may also identify the reason why consumers perceive these values much lower when using the Web sites.
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Song, Jun-Ho;Kim, Hyo-Gyu
- Management & Information Systems Review
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- v.32 no.3
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- pp.127-151
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- 2013
This research was to investigate the role of message regulatory focus on the advertising effect of multiple models. The multiple models are limited to two models in one advertisement in this research. This research investigated the hypothesis that multiple models, in terms of multiple source effect and social consensus, appears specifically to enhance the relationship of consumer and commercial models on the conditions of promotion-focused message which leads to the information processing of relational elaboration. This research applied a between-subjects factorial design targeting 2(the number of model: single model vs. multiple models) by 2(message regulatory focus: promotion-focused message vs. prevention-focused message). As a result, multiple models showed more positive ad attitude, brand attitude, and purchase intention than did single model. And promotion-focused message with multiple models showed more positive ad attitude, brand attitude, and purchase intention than did prevention-focused message with multiple models. Also there was an interaction effect between the number of model and the type of message regulatory focus. It wasn't fully supported that there is no difference of advertising effect between promotion-focused message and prevention-focused message on the condition of single model.
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