Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

Converged Study of Influencing Consumer Factors on Hologram Media Experience

홀로그램 미디어와 경험을 유도하는 소비자 성격과 동기의 융합연구

  • Chin, HongKun (Department of Media & Communication, Kyungnam University) ;
  • Kim, Min-Jung (Department of Advertising & PR, Dongeui University)
  • 진홍근 (경남대학교 미디어커뮤니케이션학과) ;
  • 김민정 (동의대학교 광고홍보학과)
  • Received : 2016.11.10
  • Accepted : 2017.01.20
  • Published : 2017.01.28
Download PDF
⟨ Previous Next ⟩

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.

본 연구는 그간 기술적 관점에서만 다루어진 홀로그램 미디어 연구와는 달리, 광고 미디어로서의 가능성을 소비자 커뮤니케이션 측면에서 살펴보고자 하였다. 이를 위하여 미디어 경험을 유도하는 소비자의 동기와 성격특성을 선행변인으로 설정하여 SNS 구전의도와 구매의도에 미치는 영향을 구조적으로 살펴보았다. 연구결과 소비자의 내재적 동기와 사회적 동기 모두 미디어 경험과 SNS 구전의도, 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 성격특성의 경우, 개방성은 동기에, 외향성과 개방성은 SNS 구전의도에 정(+)의 영향력을 가지고 있었다. 또한 SNS 구전의도는 구매의도에 긍정적인 영향력을 보여주었다. 이는 미디어 믹스 전략 또는 IMC 전략의 필요성을 확인시켜주는 결과라 할 수 있다.

Keywords

References

  1. C. Y. Jo, "From 'Being-Seen-Advertising' to 'Being-Experienced-Advertising': A Exploratory Study on the Influence of Hologram on Advertising, The Korean Journal of Advertising and Public Relations, Vol. 11, No. 2, pp. 7-37, 2009.
  2. H. K. Chin, "Communication Effect on Engagement by Hologram", Journal of Outdoor Advertising Research, Vol. 13, No. 1, pp. 5-24, 2016.
  3. R. J. Collier, C. B. Burckhardt, & L. H. Lin, Optical Holography, Academic: New York, 1971
  4. M. S. Kim, P. Y. Yi, & Y. S. Cho, "Formative Research of Digital Contents for Holograms of Depth Map Generation", Journal of Digital Design, Vol. 13, No. 2, pp. 57-66, 2013.
  5. J. J. Brakus, B. H. Schmitt, & L. Zarantonello, "Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?", Journal of Marketing, Vol. 73, No. 3, pp. 52-68, 2009.
  6. A. H. Maslow, Motivation and Personality(2nd ed.), Harper and Row: New York, 1970.
  7. W. D. Wells, J. Burnett, & S. Moriarty, Advertising: Principles and Practice(7th ed.), Prentice Hall: Englewood Cliff, NJ, 2005.
  8. M. Mehmetoglu, "Personality Effects on Experienctial Consumption", Personality and Indevidual Differences, Vol. 52, pp. 94-99, 2012. https://doi.org/10.1016/j.paid.2011.09.008
  9. S. P. Tao, "Personality, Motivation, and Behavioral Intentions in the Experiential Consumption of Artworks", Social Behavior and Personality, Vol. 41, No. 9, pp. 1533-1546, 2013. https://doi.org/10.2224/sbp.2013.41.9.1533
  10. G. Mattews, I. J. Deary, & M. C. Whiteman, "The Trait Concept and Personality Theory, Personality Traits, Cambridge University Press: London, 2009.
  11. B. H. Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands, The Free Press: New York, 1999.
  12. D. Constant, L. Sproull, & S. Kiesler, The Kindness of Strangers: On the Usefulness of Electronic Weak Ties for Technical Advice, In S. Kiesler(Ed.), Culture of the Internet(pp. 303-322), Lawrence Erlbaum: Mahweh, NJ, 1997.
  13. Y. K. Choi, J. R. Kim, & S. J. McMillan, "Motivators for the Intention to Use Mobile TV: A Comparison of South Korean Males and Females, International Journal of Advertising, Vol, 28, No. 1, pp. 147-167, 2009. https://doi.org/10.2501/S0265048709090477
  14. Chang Jun Jeong, "A Study on the Advertising Creative Based on the Technology Convergence", Journal of the Korea Convergence Society, Vol. 6, No. 4, pp. 235-241, 2015 https://doi.org/10.15207/JKCS.2015.6.4.235
  15. Yun-Su Moon, "A Convergence Exploration to Restrict Extension of OOH Advertising as Materialization of Borrowed City Phenomenon in Korea", Journal of digital Convergence, Vol. 13, No. 8, pp. 9-20, 2015. https://doi.org/10.14400/JDC.2015.13.8.9