THE EFFECTS OF AESTHETICS AND SELF-PRESENTATION ON THE INTENTION OF PURCHASING A BRAND-NEW SMARTPHONE

• 발행기관: 한국산업경영학회
• 저자명: 편집부
• 간행물 정보: 『한국산업경영학회 발표논문집』2013년도 동계학술대회 발표논문집, 585~595쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.02.22

영문 초록

The objective of this study was to analyze the effects of self-presentation and aesthetics on the intention of purchasing a brand-new smartphone. The objective of this study was to analyze the effects of self-presentation and aesthetics on the intention of purchasing a brand-new smartphone. For this purpose, this study suggested a research model which account for the intention of purchasing a smartphone in a more comprehensible way than traditional information and communication technology (ICT) frameworks. The constructs were selected by the design requirements based on three-level processing theory: aesthetics in visceral level, perceived usefulness and playfulness in behavioral level, and self-presentation in reflective level. The hypotheses were developed from self-presentation theory and the theories of human computer interface (HCI) such as the attractiveness stereotype. For the validation, the research model was empirically tested for Apple's 'iPhone5' which was not launched by the analysis of the data from surveying Korean university students via partial least square (PLS) approach. In result, all the hypotheses were shown to be statistically supported.

목차

Abstract

1 Introduction

2 Research Model

3 Method

4 Data Analysis

5 Conclusion

References

키워드

Smartphone Self-Presentation Aesthetics Purchase Intention