The Effect of Emotional Consumption Value on Risk-taking : focus on SmartTV
1
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
Smart paradigm of IT has an impact on not only smart phones but also on overall society and culture like smart work and smart life, and it drive the traditional TV into Smart TV. While the rational consumption behavior had received higher attention in the past of consumer behavior research, the study of emotional consumption behavior and risk-taking was inadequate. This tendency of the research was also same on the field of acceptance of innovative products, digital and convergence and technical goods. In this paper, we intended to identify the relationship between importance of consumer sensibility as a factor of decision-making and risk-taking characteristics of consumer by revealing the relationship between individual characteristics, emotional consumption value, risk-taking and purchase of new products. We set the hypotheses for the relationship between the impact of complexity, cost irrationality, usefulness, emotional consumption value of Smart TV on the risk-taking and acceptance of new product, and verified it. As a result, we found the role of risk-taking on consumer behavior that complexity and emotional consumption value affect risk-taking, and risk-taking affect the purchase intention of Smart TV. However, cost irrationality and usefulness has no significant effect on risk-taking.
Abstract
Smart paradigm of IT has an impact on not only smart phones but also on overall society and culture like smart work and smart life, and it drive the traditional TV into Smart TV. While the rational consumption behavior had received higher attention in the past of consumer behavior research, the study of emotional consumption behavior and risk-taking was inadequate. This tendency of the research was also same on the field of acceptance of innovative products, digital and convergence and technical goods. In this paper, we intended to identify the relationship between importance of consumer sensibility as a factor of decision-making and risk-taking characteristics of consumer by revealing the relationship between individual characteristics, emotional consumption value, risk-taking and purchase of new products. We set the hypotheses for the relationship between the impact of complexity, cost irrationality, usefulness, emotional consumption value of Smart TV on the risk-taking and acceptance of new product, and verified it. As a result, we found the role of risk-taking on consumer behavior that complexity and emotional consumption value affect risk-taking, and risk-taking affect the purchase intention of Smart TV. However, cost irrationality and usefulness has no significant effect on risk-taking.
참고문헌 (29)
- M. W. Hwang, "Study on the innovativeness of consumer and propensity of emotional consumption value in the adoption of a new product", Doctor, pp.2006
- N. Y. Yu, "The emotional impact on the marketing of the clothing store clothing buying behavior: Who are you shop around", Master, pp.2007
- J. H. Yu, "Study on the components of brand equity: brand among consumers and emotion-centered relationships", Doctor, pp.2004
- J. N. Sheth, "Consumption value and market choice: Theory and applications", Journal of Marketing Research, 29(4), pp.487~489 (1992)
- D. N. Jackson, "A four-dimensional inpretation of risk taking", Journal of Personality, 40, pp.433~450 (1972)
- S. M. Park, "Dynamics of structure of trust and formation of social capital : on the base of the 'creative' approach of 'structure of risk creative-aversion'", Doctor, pp.2002
- 김성훈, "제품 관여도 및 제품 지식에 따른 온라인 구전정보 활용 연구", 광고학연구, 14(1), pp.257~280 (2003), 한국광고학회
- Y. J. Kim, "A study on the feasibility and the relationship between the founders and small properties", Venture Start-up Study, 2(3), pp.33~60 (2007)
- M. A. Ferguson, "Communicating with risk taker: A public relations perspective", Public Relations Research Annual, 3, pp.195~224 (1991)
- C. David, "The social diffusion of influence among adolescents: Group interaction in a chat room environment about antidrug advertisements", Communication Theory, 16(1), pp.118~140 (2006)
- H. K. Nam, "SPA brand consumers’ emotional consumption value orientation and assessment of marketing mix attributes", Master, pp.2014
- J. A. Conger, "The necessary art of persuasion", Harvard Business Review, 84 (1998)
- M. W. Hwang, "A study on the emotional consumption values", Advertising Research (2007)
- M. B. Holbrook, "The experiential aspects of consumption:consumer fantasies, feeling, and fun", Jounal of Consumer Research, 9, pp.132~140 (1982)
- Duality and business correspondence of the consumer market, "S. H. Choi", Samsung Economic Research Institute, ~ (2002)
- 정덕화, "오픈마켓 이용자의 지각된 위험이 신뢰와 충성도에 미치는 영향", 한국지식정보기술학회 논문지, 9(4), pp.455~463 (2014), 한국지식정보기술학회
- 천명환, "SNS 사용자의 지각된 상호작용성 및 위험이 만족과 지속사용의도에 미치는 영향", 한국지식정보기술학회 논문지, 7(6), pp.9~19 (2012), 한국지식정보기술학회
- 이홍선, "스마트 기기의 수용후 이용중단 의도에 관한 실증연구", 한국지식정보기술학회 논문지, 9(1), pp.13~21 (2014), 한국지식정보기술학회
- S. G. Han, "Study on the Influence of CEO Characteristics on corporate growth", Master, pp.2002
- J. G. Covin, "A conceptual model of Entrepreneurship as firm Behavior", Entrepreneurship Theory and Practice, 16(1), pp.7~25 (1991)
- J. H. Lim, "The effect of purchased product, risk-taking and risk-aversion on purchase intention according to word of mouth", Master, pp.2012
- R. H. Brockhaus, "Risk taking propensity of entrepreneur", Academy of Management Journal, 23, pp.509~520 (1980)
- R. Masters, "Study examines investors risktaking propensities", Journal of Financial Planing, pp.151~154 (1999)
- R. Thompson, "The partial least squares approach to causal modeling: Personal computer adoption and use as an illustration", Technology Studies: Special Issue on Research Methodology, 2(2), pp.284~324 (1995)
- M. A. Wallach, "Is risk a value?", Jounal of Personality, 9, pp.101~106 (1968)
- 박윤서, "모바일 인터넷 서비스 품질 측정 및 마케팅 성과에 미치는 영향 연구", 품질경영학회지, 35(2), pp.63~83 (2007), 한국품질경영학회
- F. D. Davis, "Perceived usefulness, perceived ease of use and user acceptance of information technology", MIS Quarterly, 13(3), pp.319~339 (1989)
- 주영진, "혁신성으로 구분된 두 소비자 집단에서 디지털컨버전스 제품의 구매요인 영향력 비교", 경영과학, 25(1), pp.169~191 (2008), 한국경영과학회
- 서문식, "디지털 컨버전스제품 구매회피에 관한 연구: 소비자의 심리적 요인과 혁신저항을 중심으로", 한국콘텐츠학회 논문지, 9(1), pp.270~284 (2009), 한국콘텐츠학회