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http://dx.doi.org/10.9728/dcs.2015.16.1.165

Study of Relation Between Consumers' Advertisement Attitude and Need for Cognition for IoT-Implemented Advertisement  

Lee, Jihwa (Dept. of New Media Advertising Promotion, Hansung University)
Cho, Sae-Hong (Dept. of Multimedia Engineering, Hansung University)
Publication Information
Journal of Digital Contents Society / v.16, no.1, 2015 , pp. 165-172 More about this Journal
Abstract
This research has been conducted to know the effect of advertisement according to consumer's need for cognition in the advertisement which is realized technique of the Internet of Things(IoT). The researchers distributed questionnaires and video advertisement, which is realized by using IoT technologies, to university students in the capital area after simple orientation about IoT advertisement. The result was that people who has high consumer's need for cognition showed more positive attitude to advertisement and it was statistically meaningful. As a result, the research could draw a conclusion that people have different attitude to advertisement that is realized using IoT technologies based on the consumer's need for cognition.
Keywords
Internet of Things(IoT); Need for Cognition; IoT Advertisement; New Media;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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