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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
  • Abbr : JKSCI
  • 2024, 29(5), pp.75-83
  • DOI : 10.9708/jksci.2024.29.05.075
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : April 11, 2024
  • Accepted : May 2, 2024
  • Published : May 31, 2024

Jae-Woo Lee 1 Chang-Bae Ko 1

1경동대학교

Accredited

ABSTRACT

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.

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.