International journal of advanced smart convergence

  • 제9권3호
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  • Pages.221-226
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  • 2020
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  • 2288-2847(pISSN)
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  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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The Influence of Regulatory Focus on Consumer Responses to Smart Home Services for Energy Management

  • Kim, Moon-Yong (College of Business, Hankuk University of Foreign Studies) ;
  • Cho, Heayon (Dep. of Interior Architecture & Built Environment, Yonsei University)
  • 투고 : 2020.08.09
  • 심사 : 2020.08.21
  • 발행 : 2020.09.30
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초록

Smart homes have become the state of the art in the reduction and monitoring of energy usage within a residential setting. Emerging threats such as climate change, global warming and volatility in energy prices have fuelled the interest in smart systems. Given that environmental sustainability has become a more significant factor for consumers, this research examines whether consumers' attitudes toward smart home services for efficient energy management differ according to their regulatory focus. Specifically, it is predicted that consumers will have more favorable attitudes toward smart home services for efficient energy management when they are promotion-focused (vs. prevention-focused). The results indicate that respondents with a promotion (vs. prevention) focus reported significantly more favorable attitudes toward smart home services for energy management (e.g., smart cooling/heating system, smart ventilation & air conditioning system, smart thermostats, smart plugs, and smart switches). We suggest that regulatory focus may be an effective marketing and segmentation tool in promoting smart home services for energy management and facilitating their receptiveness to the services.

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