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A Hedonic Model Effects for Consumer-oriented Retargeting Advertising Based on Internet of Things

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2017, 22(2), pp.75-80
  • DOI : 10.9708/jksci.2017.22.02.075
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : November 18, 2016
  • Accepted : January 24, 2017
  • Published : February 28, 2017

kim boram 1 Yongik Yoon 1 Mansoo Chung 1

1숙명여자대학교

Accredited

ABSTRACT

In this study, we developed a Hedonic Model for Retargeting Advertising Based on Consumer-centerd IoT space for offering useful, interest, and interactive information to consumer. And most existing relative researches about Internet of Things but, this paper focusing on the Type of information, humor, and interactive and analyze the attitude and clicks intention to Retargeting Advertising Based on Consumer-centerd Internet of Things. According to the results, humor Advertising is positively related to attitude and click intention toward Internet of Things Advertising. But information Ad and interactive Ad affect positive to click intention. This is mean that click intention is more immediate reaction of consumers in the IoT space. Therefore Future research will be designed in a more interactive elements that can lead to positive reaction of consumers on the Internet of Things be more effective if you advertise advertising.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.