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http://dx.doi.org/10.14400/JDC.2017.15.5.129

Framing Effect of Energy Consumption Information on Consumers' Attitude  

Kim, Bora (Barun ICT Research Center, Yonsei University)
Publication Information
Journal of Digital Convergence / v.15, no.5, 2017 , pp. 129-138 More about this Journal
Abstract
Faced with the era of the IoT (Internet of Things) and smart homes, this study aims to explore the type of information loaded on smart devices that can lead to consumer's efficient energy use. 105 Americans participated in the survey with eight different versions according to two energy consumption levels (Above or Below condition) by four information frames (Finance, security, environment, or health). It was found that frames can make significant differences in consumers' attitudes; (1) Those in the Below condition worried about environments more than those in the Above condition; (2) Finance-framed information in the Above condition was the least effective to increase consumers' energy saving motivation; (3) In the Below condition, those receiving finance and security framed information revealed more environmental concerns than those receiving other types of informations. This study can contribute to the field by providing with basic research findings that smart device developers can refer to in the future. Also, follow-up studies need to be conducted to examine effective messages for Korean energy consumers.
Keywords
Smart home; Smart grid; Framing effect; Energy consumption; Global warming; Climate change;
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Times Cited By KSCI : 9  (Citation Analysis)
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