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http://dx.doi.org/10.9716/KITS.2019.18.5.031

The Differential Effect of PC vs. Mobile on User Behavior : An Empirical Study based on Construal Level Theory(CLT)  

Suh, Kil-Soo (연세대학교 경영대학)
Kang, Hyunjeong (홍익대학교 경영대학)
Publication Information
Journal of Information Technology Services / v.18, no.5, 2019 , pp. 31-51 More about this Journal
Abstract
Construal level theory (CLT) have been researched in wide range of disciplines such as marketing, organizational study, psychology, or education. Current study asserts that CLT would explain the effect of different devices of PC and smartphone on interaction between human-computer interfaces and information systems use. In CLT, those who are far from an object in terms of physical, temporal, social or psychological distance, they construe their understanding as abstract (high level) and vice versa. We hypothesized different size of digital device will increase psychological distance and result in behaviors that correspond to present construal level. The analysis result shows that users of PC recognized that they are socially distant from the device and those of smartphone felt that they are socially close to the device. However, the device did not have significant effect on attention to essential information, advertisement preference, and immediacy. The implication to academia, practice and future research and limitations are also discussed.
Keywords
Construal Level Theory(CLT); Digital Device; PC; Smartphone; Social Distance; Information; Advertisement; Immediacy;
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