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http://dx.doi.org/10.14400/JDC.2018.16.5.145

Study on the audience effect of advertisements of IoT products across different levels of sensory innovativeness  

Cha, Hyeyoung (The KEIT)
Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
Publication Information
Journal of Digital Convergence / v.16, no.5, 2018 , pp. 145-152 More about this Journal
Abstract
This study was conducted to review whether there is a difference in the audience effect of advertisements of IoT products across different levels of sensory innovativeness. For the study, a total of 128 male and female university students and three advertisements of IoT products were selected. The study findings show that consumers with a higher tendency in purusing sensory innovativeness are more likely to rate more positively the perceived usefulness of the product and the attitude towards the product as shown in the advertisement. This finding is meaningful in that it was concluded from an empirical study at a time when studies on advertisements of IoT products are lacking. The study is also expected to provide beneficial insights into effective execution of advertisements of new technologies and establishment of marketing strategies. Follow-up studies that take into account a wider range of variables representing sensory innovativeness in consumers are suggested.
Keywords
Sensory Innovativeness; IoT(Internet of Thing); Audience Effect; Attitudes; Perceived Attributes;
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Times Cited By KSCI : 3  (Citation Analysis)
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