Earticle

초록

영어

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers’ regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers’ attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers’ receptiveness to the services.

목차

Abstract
1. INTRODUCTION
2. THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT
2.1 Smart Home Services
2.2 Self-Regulation
2.3 Familiarity
2.4 Research Hypotheses
3. METHOD
4. RESULTS
5. CONCLUSION
ACKNOWLEDGEMENT
REFERENCES

키워드

저자

• Moon-Yong Kim [ Professor, College of Business, Hankuk University of Foreign Studies, Seoul, Korea ]
• Heayon Cho [ Assistant Professor, Dept. of Interior Design, Konkuk University, Chungju, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Advanced Culture Technology(IJACT)

• 간기

  계간

• pISSN

  2288-7202

• eISSN

  2288-7318

• 수록기간

  2013~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 600 DDC 700