발간년도 : [2015]
| 논문정보 |
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| 논문명(한글) |
[Vol.10, No.1] The Effect of Emotional Consumption Value on Risk-taking : focus on SmartTV |
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| 논문투고자 |
Sung-Hwi Kwag, Sang-Joon Lee, Kyeong-Rak Lee |
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| 논문내용 |
Smart paradigm of IT has an impact on not only smart phones but also on overall society and culture like smart work and smart life, and it drive the traditional TV into Smart TV. While the rational consumption behavior had received higher attention in the past of consumer behavior research, the study of emotional consumption behavior and risk-taking was inadequate. This tendency of the research was also same on the field of acceptance of innovative products, digital and convergence and technical goods. In this paper, we intended to identify the relationship between importance of consumer sensibility as a factor of decision-making and risk-taking characteristics of consumer by revealing the relationship between individual characteristics, emotional consumption value, risk-taking and purchase of new products. We set the hypotheses for the relationship between the impact of complexity, cost irrationality, usefulness, emotional consumption value of Smart TV on the risk-taking and acceptance of new product, and verified it. As a result, we found the role of risk-taking on consumer behavior that complexity and emotional consumption value affect risk-taking, and risk-taking affect the purchase intention of Smart TV. However, cost irrationality and usefulness has no significant effect on risk-taking. |
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