Earticle

초록

영어

This study examines the effects of self-presentation and aesthetics on purchase intentions toward a brand-new smartphone through a research model that accounts for these intentions in a more comprehensive manner than traditional ICT frameworks. The constructs were selected based on the three-level processing theory: aesthetics at the visceral level, perceived usefulness and playfulness at the behavioural level, and self-presentation at the reflective level. The hypotheses were developed from self-presentation theory and the attractiveness stereotype which is one of theories in human-computer interactions (HCI). For the validation of hypotheses, the research model was empirically tested for the purchase intention of Apple’s iPhone5 by university students in Korea.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Literature Review
 Ⅲ. Research Model
  3.1 Constructs
  3.2 Hypotheses
 Ⅳ. Method
 Ⅴ. Data Analysis
 Ⅵ. Conclusion
 

저자

• Woong-Kyu Lee [ Department of Business Administration, Daegu University, Korea ]

참고문헌