[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.15207/JKCS.2019.10.5.125

A Study on the Determinants of Acceptance of Beacon as an O2O Marketing Media: Focusing on the Difference between Beacon Accepter and Non-accepter

Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)

Publication Information

Journal of the Korea Convergence Society / v.10, no.5, 2019 , pp. 125-131 More about this Journal

Abstract

This study tries to grasp the factor that affects the acceptance of beacon as an O2O marketing tool. This study examined whether there is a difference between beacon accepter as a means of marketing communication and non-accepter in terms of related variables. As a result, there were significant differences between beacon perceiver and non-perceiver in 'smartphone usage' and 'brand consciousness'. In order to understand the predictive variables influencing beacon acceptance as a means of marketing communication, this study used 'perceiving beacon as a marketing communication media' as a dependent variable to perform logistic regression analysis. As a result of the analysis, it was found that 'smartphone usage' and 'brand consciousness' were the predictive variables affecting beacon perceiving. This study tried to analysis the results in the viewpoint of perceived usefulness and ease-of-use which were insisted by TAM.

Keywords

Beacon; Use-Diffusion model; Acceptance; O2O marketing; IoT;

Citations & Related Records

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