{"title":"物理或数字媒体:心理所有权的中介作用","authors":"R. Stough, C. Graham","doi":"10.1108/jrim-10-2022-0318","DOIUrl":null,"url":null,"abstract":"PurposeAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.Design/methodology/approachStudy 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).FindingsThis paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.Originality/valueThis work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":9.6000,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Physical or digital media: the mediating role of psychological ownership\",\"authors\":\"R. Stough, C. Graham\",\"doi\":\"10.1108/jrim-10-2022-0318\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.Design/methodology/approachStudy 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).FindingsThis paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.Originality/valueThis work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.\",\"PeriodicalId\":47116,\"journal\":{\"name\":\"Journal of Research in Interactive Marketing\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":9.6000,\"publicationDate\":\"2023-08-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Research in Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jrim-10-2022-0318\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-10-2022-0318","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Physical or digital media: the mediating role of psychological ownership
PurposeAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media.Design/methodology/approachStudy 1 is a field study in which data were collected from several comic book readers and collectors to look at the role that psychological ownership plays in influencing the likelihood of buying physical or digital comics. Specifically, study 1 includes consumers' need for uniqueness and tech savviness as potential influencers. Study 2 extends the findings of study into a new context and manipulates, rather than measures, the identity of the participants. Study 2 looks at the effects of turning a digital object into a non-fungible token (NFT).FindingsThis paper demonstrates that consumers who have a high consumer need for uniqueness (CNFU) are more likely to prefer physical media to digital media. Further, it is shown that preference for physical media leads, on average, to more purchases and that the consumer's psychological ownership mediates the effects of CNFU. In addition, this paper shows that higher degrees of tech savviness led to a preference for digital media. Finally, this paper shows that when consumers identify with a collector identity, turning a digital item into an NFT increases their preference for that object.Originality/valueThis work builds off recent research into physical and digital media and is one of the first to examine the specific personality types that prefer each.
期刊介绍:
The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management.
ISSN: 2040-7122
eISSN: 2040-7122
With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.