스마트폰 보안행동에 대한 관여도와 메시지 프레이밍의 효과

Abstract

The aim of this study was to examine the changes in smartphone security behavior with regard to message framing and involvement. Based on the dual process theory and elaboration likelihood model discussed from a behavioral economics perspective, we proposed the hypothesis that negative message framing was more effective in high-involvement situations and positive message framing was more effective in low-involvement situations. According to the results of empirical analysis, negative messages were more effective in high-involvement situations, but positive messages were not more effective in low-involvement situations. Even in low-involvement situations, negative messages were more effective. it was found that the influence of external stimuli rather than individual