학술논문
The Effect of Post-Adoption Behavior on the Purchase of Next Generation Product
이용수 2
- 영문명
- The Effect of Post-Adoption Behavior on the Purchase of Next Generation Product
- 발행기관
- 한국마케팅과학회
- 저자명
- Young Bun Huh Sang-Hoon Kim
- 간행물 정보
- 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 63~72쪽, 전체 10쪽
- 주제분류
- 경제경영 > 경영학
- 파일형태
- 발행일자
- 2005.11.30
국문 초록
영문 초록
In examining innovation adoption, marketing researchers have generally assumed that the early adopters of one product are more likely to adopt early the next generation innovative products. However, empirical evidence implies that there seems to be a missing link between product adoption ana the adoption of the next generation products or upgrades.
The current paper tries to fill the gap by incorporating users" post-adoption behavior into the model of buyers" product upgrade or adoption behavior on the successive generations of innovation. Hie survey data on cell phone purchases confirmed the idea that the post adoption behavior, usage of Innovative functionalities in particular, plays a critical role in developing intention of purchasing next generation products.
The current paper tries to fill the gap by incorporating users" post-adoption behavior into the model of buyers" product upgrade or adoption behavior on the successive generations of innovation. Hie survey data on cell phone purchases confirmed the idea that the post adoption behavior, usage of Innovative functionalities in particular, plays a critical role in developing intention of purchasing next generation products.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Conceptual Model and Research Hypotheses
Ⅳ. Research Methodology
Ⅴ. Results
Ⅵ. Summary
Ⅰ. Introduction
Ⅱ. Theoretical Background
Ⅲ. Conceptual Model and Research Hypotheses
Ⅳ. Research Methodology
Ⅴ. Results
Ⅵ. Summary
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