@article{ART003084034},
author={Jae-Woo Lee and Chang-Bae Ko},
title={A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={5},
pages={75-83},
doi={10.9708/jksci.2024.29.05.075}
TY - JOUR
AU - Jae-Woo Lee
AU - Chang-Bae Ko
TI - A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 5
PB - The Korean Society Of Computer And Information
SP - 75
EP - 83
SN - 1598-849X
AB - The purpose of this study is to analyze the relationship between consumption value, advertisement acceptance attitude, and purchase intention according to the MBTI personality type. The results of a survey and analysis targeting the MZ generation with experience in purchasing digital products are as follows. 1.There was no difference between consumption value and advertisement acceptance attitude according to the MBTI personality type. 2. Among the consumption values, Factors of rarity value and emotional value had an effect on purchase intention. 3. Among the attitude of accepting advertisements, advertising favors, information trust and negative cognition had a positive effect on purchase intention.
Accordingly, providing advertising content including information and interest about digital products is considered effective in marketing of the MZ generation, which represents flex consumption and minus-out consumption.
KW - MZ Generation;MBTI;Consumption value;Advertisement acceptance attitude;Purchase intention
DO - 10.9708/jksci.2024.29.05.075
ER -
Jae-Woo Lee and Chang-Bae Ko. (2024). A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation. Journal of The Korea Society of Computer and Information, 29(5), 75-83.
Jae-Woo Lee and Chang-Bae Ko. 2024, "A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation", Journal of The Korea Society of Computer and Information, vol.29, no.5 pp.75-83. Available from: doi:10.9708/jksci.2024.29.05.075
Jae-Woo Lee, Chang-Bae Ko "A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation" Journal of The Korea Society of Computer and Information 29.5 pp.75-83 (2024) : 75.
Jae-Woo Lee, Chang-Bae Ko. A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation. 2024; 29(5), 75-83. Available from: doi:10.9708/jksci.2024.29.05.075
Jae-Woo Lee and Chang-Bae Ko. "A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation" Journal of The Korea Society of Computer and Information 29, no.5 (2024) : 75-83.doi: 10.9708/jksci.2024.29.05.075
Jae-Woo Lee; Chang-Bae Ko. A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation. Journal of The Korea Society of Computer and Information, 29(5), 75-83. doi: 10.9708/jksci.2024.29.05.075
Jae-Woo Lee; Chang-Bae Ko. A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation. Journal of The Korea Society of Computer and Information. 2024; 29(5) 75-83. doi: 10.9708/jksci.2024.29.05.075
Jae-Woo Lee, Chang-Bae Ko. A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation. 2024; 29(5), 75-83. Available from: doi:10.9708/jksci.2024.29.05.075
Jae-Woo Lee and Chang-Bae Ko. "A Study of The Relationship between Consumption Value, Advertising Acceptance Attitude and Purchase Intention according to MBTI personality type – Focusing on the Consumption of Digital Products by MZ Generation" Journal of The Korea Society of Computer and Information 29, no.5 (2024) : 75-83.doi: 10.9708/jksci.2024.29.05.075
