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http://dx.doi.org/10.5392/JKCA.2021.21.09.001

Digital Contents and Their Conceptual Fluency : Focusing on the Moderating Effect of Information Processing Style  

Ko, Minjeong (연세대학교 경영대학)
Lee, Luri (연세대학교 경영대학)
Kim, Qurie (울산과학기술원)
Publication Information
The Journal of the Korea Contents Association / v.21, no.9, 2021 , pp. 1-11 More about this Journal
Abstract
The domestic content market has grown continuously. Furthermore, content consumption has rapidly increased in the COVID-19 era. For these reasons, it is necessary to investigate consumer behavior related to content business. This study focuses on content names as a key factor that induces consumers' interest in the content. In particular, this research examines if the conceptual fluency of the content name affects consumers' liking for the content. In addition, it explores the moderating effect of style of information processing (verbalizer vs. visualizer). The results of an experiment shows that the conceptual fluency on the content name is positively influential for liking content. Also, there was a significant interaction effect between verbalizers and conceptual fluency on content name. This study has important findings in terms of content marketing strategies. Above all, it has strong points because this research examines the style of information processing as an important consumer characteristic variable.
Keywords
Content Name; Conceptual Fluency; Verbalizer; Visualizer; Content Liking;
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Times Cited By KSCI : 1  (Citation Analysis)
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