Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

A Comparative Study of the Effects of Consumer Innovativeness, Self-esteem, and Need for Cognition on Online Activity before and after COVID-19

  • Myung Gwan Lee (Graduate School of Entrepreneurship, Gyeongsang National University) ;
  • Sang Hyeok Park (Graduate School of Entrepreneurship, Gyeongsang National University) ;
  • Seung Hee Oh (Graduate School of Entrepreneurship, Gyeongsang National University)
  • Received : 2023.09.18
  • Accepted : 2023.10.20
  • Published : 2023.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study tried to identify factors affecting online activity before and after the COVID-19 pandemic. To this end, the effects of consumer innovativeness, self-esteem, and need for cognition on the activity of online media such as Internet and social media were investigated, and whether privacy concerns had a moderating effect. For this study, survey data from 2019(before the outbreak of COVID-19) to 2021(after the outbreak of COVID-19) of the 'Korea Media Panel Survey' surveyed by the Korea Information Society Development Institute was used for analysis. The research results that affect Internet activity are as follows. Before the outback of COVID-19, it was found that hedonic innovativeness and social innovativeness had a positive effect and cognitive innovativeness had a negative effect on increasing Internet activity. There was no moderating effect on privacy concerns. The period after the outbreak of COVID-19, need for cognition was found to have a positive effect on increasing social media activity. In addition, the moderating effect of privacy concerns was found in the relationship between need for cognition and Internet activity. There was no privacy concern effect before the outbreak of COVID-19, and the privacy concern effect appeared on functional innovation and need for cognition after the outbreak of COVID-19. This study aims to present various implications for companies to understand the characteristics of online consumers using the Internet and social media after the pandemic.

Keywords

References

  1. Armstrong, L., Phillips, J. G., and Saling, L. L., "Potential determinants of behavior internet usage", International Journal of Human Computer Studies, Vol. 53, No.4, 2000, pp. 537-560. https://doi.org/10.1006/ijhc.2000.0400
  2. Bachrach, Y., Kosinski, M., Graepel, T., Kohli, P., and Stillwell, D., "Personality and patterns of facebook usage", Proceedings of the 4th Annual ACM Web Science Conference, 2012, pp. 24-32.
  3. Baumeister, R. F. (Ed.), Self-esteem: The puzzle of low selfregard, New York: Plenum Press, 1993.
  4. Branden, N., The Power of Self-Esteem. Health Communications. Inc., 1992
  5. Brandtzag, P. and Heim, J., "Why people use social networking sites", Online Communities and Social Computing, 2009, pp. 143-152.
  6. Cacioppo, J. T. and Petty, R. E., "The need for cognition", Journal of personality and social psychology, Vol.42, No.1, 1982, pp. 116-131. https://doi.org/10.1037//0022-3514.42.1.116
  7. Cacioppo. J. T., Petty, R. E., and Kao, C. F., "The efficient assessment of need for cognition", Journal of Personality Assessment, Vol.48, 1984, pp. 306-307. https://doi.org/10.1207/s15327752jpa4803_13
  8. Casilli, A., Four theses on digital mass surveillance and the negotiation of privacy, In 8th annual privacy law scholar congress 2015.
  9. Cohen, S. G. and Bailey, D. E., "What makes teams work: group effectiveness research from the shop floor to the executive suite", Journal of Management, Vol.23, No.3, 1997, pp. 239-290. https://doi.org/10.1016/S0149-2063(97)90034-9
  10. Coopersmith, S., The antecedents of self-esteem, San Francisco: W.H. Freeman and Co., 1981.
  11. Culnan, M. J., "How did they get my name?: An exploratory investigations of consumer attitudes toward secondary information use", MIS Quarterly, Vol.17, No.3, 1993, pp. 341-363. https://doi.org/10.2307/249775
  12. Dutton, K. A. and Brown, J. D., "Global self-esteem and specific self-views as determinants of people' reactions to success and failure", Journal of Personality and Social Psychology, Vol.73, No.1, 1997, pp. 139-148. https://doi.org/10.1037//0022-3514.73.1.139
  13. Ehrenberg, A., Juckes, S., White, K. M., and Walsh, S. P., "Personality and self-esteem as predictors of young people's technology use", Cyberpsychology and Behavior, Vol.11, No.6, 2008, pp. 739-741. https://doi.org/10.1089/cpb.2008.0030
  14. Ellison, N., Steinfield, C., and Lampe, C., "The benefits of Facebook "friends" Social capital and college students' use of online social network sites", Journal of Computer-Mediated Communication, Vol.12, 2007, pp.1143-1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
  15. Fishbein, M. and Ajzen, I., "elief, Attitude, Intention, and Behavior: An Introduction to Theory and Research", Philosophy and Rhetoric, Vol.10, No.2, 1997.
  16. Foxall, G. R., Goldsmith R. E. and Brown, S., Consumer psychology for marketing, London: Int. Thomson Business Press, 1998.
  17. Grossklags, J. and Acquisti, A., When 25 Cents is Too Much: An Experiment on Willingness To Sell and Willingness To Protect Personal Information, in WEIS., 2007.
  18. Haugtvedt, C. P., Petty, R. E. and Cacioppo, J. T., "Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior", Journal of Consumer Psychology, Vol.1, No.3, 1992, pp. 239-260. https://doi.org/10.1016/S1057-7408(08)80038-1
  19. Hirschman, E., "Innovativeness: Novelty Seeking, and Consumer Creativity", Journal of Consumer Research, Vol.7, No.3, 1982, pp. 83-295. https://doi.org/10.1086/208816
  20. Hirunyawipada, T. and Paswan, A. K., "Consumer Innovativeness and Perceived Risk: Implications for High Technology Product Adoption", Journal of Consumer Marketing, Vol.23, No.4, 2006, pp. 200-198.
  21. Hong J. W., "Moderating Effect of Security Ability on the Relation between Privacy Concern and Internet Activities", Journal of The Korea Society of Computer and Information, Vol. 25 No. 1, January 2020, pp. 151-157.
  22. Hwang J. S., "A Study on the Types of Online Community Participants and their Distinguishing Factors: Focused on Individual Factors", Journal of Cybercommunication Academic Society, Vol.37, No.2, 2020, pp. 137-210. https://doi.org/10.36494/JCAS.2020.06.37.2.137
  23. Insights, C. B., The complete list of unicorn companies. New York: CB insight, 2021.
  24. Jee, J. and Lee, W., "Antecedents and consequences of an exploratory study", Journal of Interactive Advertising, Vol.3, No.1, 2002.
  25. Joinson, A. N., "'Looking at', 'looking up' or 'keeping up with' people? motives and uses of facebook", In Proceedings of the SIGCHI conference on Human Factors in Computing Systems, 2008, pp. 1027-1036.
  26. Katz, E., Blumler, J. G., and Gurevitch, M., "Uses and gratifications research", Public Opinion Quarterly, Vol.37, No.4, 1973, pp. 509-523. https://doi.org/10.1086/268109
  27. Kim Y. C., "The Effect of the Need for Cognition and Self-esteem on SNS Usage of Senior Consumers", Korean Telecommunications Policy Review, Vol.6, , No.1, 2019, pp. 81-112. https://doi.org/10.38084/2019.18.2.4
  28. Kim, Y. R., "Self-Esteem, Privacy Concerns and SNS Use, Locality & Communication", Vol.22, No.4, 2020, pp. 61-91. https://doi.org/10.47020/JLC.2020.08.24.3.61
  29. Kramer, N. C. and Winter, S., "Impression management 2.0: The relationship of self-esteem, extraversion, self-efficacy, and self-presentation within social networking sites", Journal of Media Psychology, Vol.20, No.3, 2008, pp. 106-116. https://doi.org/10.1027/1864-1105.20.3.106
  30. Lee, H. N. and Yang, S. M., "Effects of Demographics and Personality Factors on Categorizing SNS Users into Three Groups: Non-Users, Light Users, and Heavy Users", Korea Broadcasting Studies, Vol.31, No.2, 2017, pp. 5-40.
  31. Lee, H. S., "A Study on the Usage and Effects of On-line Movie Postscript - Focused on the message sidedness and need for cognition", Humanities Contents, Vol.16, 2009, pp. 117-140.
  32. Lee, J. H. and Cho, J., "In the postCOVID-19 era, industries and cities must prepare for disruption", Issu & Analysis, Vol.449, 2021, pp. 1-25.
  33. Lenhart, A. and Madden, M., Teen, privacy, & online social networks: How teens manage their online identities and personal information in the age of MySpace, Pew Internet and American Life Project Report, 2007.
  34. Maureen, P. F., "Self-disclosure and expressed self-esteem, Social distance and areas of the self revealed", Journal of Psychology, Vol.56, 1963, pp. 405-412. https://doi.org/10.1080/00223980.1963.9916655
  35. Midgley, D. F. and Dowling, G. R., "Innovativeness: The Concept and its Measurement", Journal of Consumer Research, Vol.4, No.2, 1978, pp. 129-142. https://doi.org/10.1086/208701
  36. Mourali, M., Laroche, M., and Pons, F., "Antecedents of Consumer Relative Preference for Interpersonal Information Sources in Pre-Purchase Search", Journal of Consumer Behavior, Vol.4, No.5, 2005, pp. 307-318. https://doi.org/10.1002/cb.16
  37. Park, N., Kee, K. F., and Valenzuela, S., "Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes", CyberPsychology & Behavior, Vol.12, No.6, 2009, pp. 729-733. https://doi.org/10.1089/cpb.2009.0003
  38. Rosenberg, M., Society and Adolescent Self-image, Doctoral dissertation. Princeton University, State of New Jerse, 1965.
  39. Rogers, E. M., Diffusion of innovations. New York: The Free Press, 2003.
  40. Rogers, E. M., Diffusion of Innovations (4th ed.), New York: The Free Press, 1995
  41. Rubin, A. M., The uses-and-gratifications perspective of media effects. Media effects: Advances in theory and research. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc., 2002, pp. 525-548.
  42. Swickert, R. J., Hittner, J. B., Harris, J. L., and Herring, J. A., "Relationships among Internet use, personality, and social support", Computers in Human Behavior, Vol.18, 2002, pp. 437-451. https://doi.org/10.1016/S0747-5632(01)00054-1
  43. Thompson, M. M. and Zanna, M. P., "The conflicted individual: Personality based and domain-specific antecedents of ambivalent social attitudes", Journal of Personality, Vol.63, 1995, pp. 259-288. https://doi.org/10.1111/j.1467-6494.1995.tb00810.x
  44. Tidwell, L. C. and Walther, J. B., "Computer mediated communication effects on disclosure, impressions, and interpersonal evaluations: Getting to know one another a bit at a time," Human Communication Research, Vol.28, No.3, 2002, pp. 317-348. https://doi.org/10.1111/j.1468-2958.2002.tb00811.x
  45. Tuten, T. L. and Bosnjak, M., "Understanding differences in web usage: The role of need for cognition and the five factor model of personality", Social Behavior and Personality: An International Journal, Vol.29, No.4, 2001, pp. 391-398. https://doi.org/10.2224/sbp.2001.29.4.391
  46. Vandecasteele, B. and Guenes, M., "Motivated consumer innovativeness: Concept, measurement, and validation", International Journal of Research in Marketing, Vol.27, No.4, 2010, pp. 308-318. https://doi.org/10.1016/j.ijresmar.2010.08.004
  47. Veryzer, R. W. Jr., and Hutchinson, J. W., "The influence of unity and prototypicality on aesthetic responses to new product design", Communication Abstracts, Vol.21, No.4, 1998.
  48. Westin, A. F., Privacy and Freedom, New York: Atheneum, 1967.