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NTIS 바로가기디지털콘텐츠학회 논문지 = Journal of Digital Contents Society, v.19 no.3, 2018년, pp.547 - 559
이상옥 (서울과학종합대학원 경영학) , 이상호 (경성대학교 디지털미디어학부)
This study deals with the factors influencing acceptance of social media-based smart commerce service through personal innovativeness by quantitative empirical research method. Researchers have viewed that personal innovativeness affects the aesthetic criteria, hedonic value, economic value, and sub...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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감각적 혁신 성향의 소비자가 인지적 혁신 성향의 소비자와 달리 가지는 소비 경향은 무엇인가? | 한편 감각적 혁신 성향의 소비자는 외부의 자극을 통한 새로운 느낌의 감성을 선호하는 경향을 지닌다[11]. 이들은 인지적 혁신 성향의 소비자들처럼 신제품 정보를 얻기 위해 다양한 채널을 통해 정보를 습득하여 분석하고 탐구하는 인지적 과정보 다는 색다른 즐거움과 흥분을 경험하기 위해 신제품을 구매하는 경향이 있다[12]. 따라서 이들은 제품의 심미성과 쾌락적인 가치에 보다 더 초점을 둔다[13]. | |
스마트커머스란 무엇인가? | 정보통신 기술협회는 스마트커머스(Smart Commerce)를 “첨단 ICT의 발전으로 전자상거래의 패러다임이 바뀌는 것을 의미 하며 온라인과 오프라인경계를 허물고 쇼핑에서 유통, 마케팅 까지 아우른다”고 정의하였다. 또한 다양한 스마트 기기를 적극 활용해 정보를 획득하고 의견을 표출하며, 기업의 마케팅 활동에도 자발적으로 참여한다. | |
스마트폰의 기능 향상과 소셜 네트워크의 확대로 인해 나타나는 현상은 무엇인가? | 스마트폰의 기능 향상과 소셜 네트워크의 확대로 스마트해진 소비자들은 오프라인 매장, 온라인 쇼핑몰뿐 아니라 소셜미디어, 각종 블로그, 가격비교 사이트, 해외 사이트 등 다양한 채널서 각종 정보 획득 및 상품 구입이 가능해지면서 단순한 상품 구입의 차원을 넘어 기업의 유통, 마케팅에 관여하게 되었다. |
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