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http://dx.doi.org/10.15207/JKCS.2018.9.12.159

The Effect of Personal trait on Perceived Value and Recommendation Intention : Focus on one-person media contents  

Ju, Seon-Hee (Global Frontier School, Konyang University)
Song, Min-Young (Global Frontier School, Konyang University)
Kim, Byung-Kuk (Liberal Arts, Konyang University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.12, 2018 , pp. 159-167 More about this Journal
Abstract
As the popularity of single-person media content increases, We investigated the causal relationship between perceived value and intention to recommend to others. Individuality was studied on the tendency to sensation seeking and novelty seeking, which is a tendency to take boredom sensitive to monotonous and repetitive daily routines, and novelty seeking refers to new information and stimuli. The hypothesis was that high sensation seeking and high novelty seeking would perceived emotional value, epistemic value, and economic value for a single person 's media content. Hypothesis testing was performed using multiple regression analysis using SPSS21. As a result of the hypothesis test, The novelty seeking has a positive effect on emotional value, epistemic value, and economic value. Users who want to explore and enjoy new things could perceived the emotional value of having fun, fun, and sadness through single-person content, perceived a epistemic value and enjoy new information and situations as a tool to recognize new stimuli and know what they didn't know. And it could be seen that users perceive the economic value that they can enjoy at low cost or free service. The sensation seeking has a significant effect on epistemic value, but it did not affect emotional value and economic value significantly. Those who have a high tendency to sensation seeking can perceive curiosity about one-person media contents, so that they can perceive epistemic value. However, those who feel that they have not significant influence on economic value and emotional value can easily understand that expecting one's content does not feel bored by paying for a low cost or free service.
Keywords
Sensation seeking; Novelty seeking; Emotional value; Epistemic value; Economic value; Recommendation intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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