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http://dx.doi.org/10.15207/JKCS.2017.8.1.149

Converged Study of Influencing Consumer Factors on Hologram Media Experience  

Chin, HongKun (Department of Media & Communication, Kyungnam University)
Kim, Min-Jung (Department of Advertising & PR, Dongeui University)
Publication Information
Journal of the Korea Convergence Society / v.8, no.1, 2017 , pp. 149-154 More about this Journal
Abstract
The purpose of this study is to investigate the possibility of Hologram media as Advertising media in terms of comsumer communication. First, Motivation and Personality Traits was set variables that drive consumer media experience and, also examined the impact on eWOM and Purchase Intention structurally. As the result, it Found that Intrinsic and Social motivation of consumers have a positive impact on the media experience, eWOM and PI. In the case of Personality Triats, Openness to the motivation, Openness and Extraversion had an impact of positive to the degree of eWOM. Furthermore, eWOM influence on PI positively. This result can be considered the need for the Media MIX Strategy or IMC.
Keywords
Hologram Media; Motivation; Personality Traits; Media Experience; eWOM; Purchase Intention; Convergence;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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