Exploring the effect of personal traits on advertising combining TV and the QR code

초록

This study examines the effects of combination advertising on Korean consumers. The results indicate that the Need for Cognition (NFC), innovativeness and privacy concerns had differential effects on the respondents' responses to combination advertising. The respondents' NFC had no significant effect on their perceived interactivity, but it had a significant effect on their attitudes towards brands. Innovativeness had a significant effect on interactivity but not on attitudes towards brands. Privacy concerns had a significant effect on perceived interactivity but not on attitudes towards brands. Perceived interactivity had a significant effect on attitudes towards brands, providing general support for previous research. Finally, perceived interactivity mediated the relationship between innovativeness and attitudes towards brands and that between privacy concerns and attitudes towards brands, but it did not mediate the relationship between the NFC and attitudes towards brands.

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