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Effects of Screen Size and Involvement on Consumers' Attitudes and Purchase Intention : The Mediating Role of Presence and Flow
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미디어 화면 크기와 관여도가 광고태도, 제품태도와 구매의도에 미치는 영향 : 현존감과 플로우의 매개효과

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Type
Academic journal
Author
Yebin Im (연세대학교) Namkee Park (연세대학교)
Journal
Korean Association for Broarding & Telecommunication Broadcasting & Communacation Vol.21 No.3 KCI Accredited Journals
Published
2020.9
Pages
5 - 40 (36page)

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Effects of Screen Size and Involvement on Consumers' Attitudes and Purchase Intention : The Mediating Role of Presence and Flow
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Research history (2)

2020

Effects of Screen Size and Involvement on Consumers' Attitudes and Purchase Intention : The Mediating Role of Presence and Flow
Yebin Im ,  Namkee Pa ,  k Broadcasting & Communacation 2020.09 Academic journal

2018

The effect screen size has on consumer''s attitude and intention to purchase product : focusing on the mediating role of presence and flow
임예빈 2018.01 Thesis
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Abstract· Keywords

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This study investigated the effects of media"s screen size on viewers" attitude toward advertisement, attitude toward product, and intention to purchase the advertised product, centering on the mediating role of presence and flow. The study further examined the moderating role of product involvement in the association between screen size and three types of presence (physical, social, and self), flow, and advertisement effectiveness. A total of 151 subjects were recruited and randomly divided into 6 groups for an experiment following a 3 (screen size: big, medium, small) x 2 (product involvement: high, low) factorial design. The results show that screen size has a significant effect on three types of presence (physical, social, and self), flow, and attitude toward advertisement, yet has no effect on attitude toward product and intention to purchase the advertised product. It indicates that viewers who watch commercials on a big size screen can experience a higher degree of presence, flow, and form a more positive attitude toward the advertisement than those who watch the same clip on a smaller size screen. Also, the mediating effect of presence and flow was found to be significant only in the association between screen size and attitude toward advertisement. However, it is still worth noting that experience of presence and flow was found to both successfully increase attitude toward advertisement and attitude toward the advertised product. Overall, findings from this study provide theoretical insights by confirming that screen size can influence viewers" psychological states as well as their attitudes. Henceforth, there are expectations that these findings and insights will help practitioners develop a strategical advertising program in the future.
#화면 크기 #현존감 #플로우 #관여도 #광고태도 #제품태도 #구매의도 #screen size #presence #flow #involvement #attitude toward advertisement attitude toward product #purchase intention

Contents

1. 서론
2. 이론적 배경
3. 연구방법
4. 연구결과
5. 결론
참고문헌
Abstract

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