수용자 집단별 혁신제품 확산 및 지속사용의도에 대한 영향

• 영문명: Analysis on the Diffusion and the Intention to Use among Technology Adopter Categories
• 발행기관: 한국IT서비스학회
• 저자명: 한상연(Sang yun Han) 배성주(Sung Joo Bae) 박세범(Se Bum Park) 마은정(Eun jung Ma) 한혜나(He na Han)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제3호, 25~50쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

The purpose of this study is to examine factors affecting the diffusion and the intention to use, and how these factors differ among adopter categories. A survey was done to analyze the diffusion of smart-phone, the most popular and innovative product nowdays. We collected 197 survey questionnaires from smart-phone user and analyzed the data using SPSS 18.0 and Smart PLS 2.0. PLS (Partial Least Square) analysis was implemented before multiple group-innovator, early adopter, eraly majority- analysis which is categoriezed by Innovation Diffusion Model of Rogers (1995). The results show that firstly, in innovator group (n=63), the functional and the safety value have significantly positive effect on user satisfaction. In addition, we found that user satisfaction and the brand loyalty are significatly associated with the intention of use. Secondly, in early adopter group (n = 67), the design value has significantly positive effect on user satisfaction and it has significantly positive effect on brand loyalty. Finally, in early majority group (n = 67), the design value has significantly positive effect on the user satisfaction and it has stronger effect on the intention of use and brand loyalty. We conclude this paper with the implication of this study to both academia, business practice, and policy making.

목차

Abstract

1. 서론

2. 이론적 배경 및 선행연구

3. 연구모형 및 가설의 설정

4. 연구방법

5. 연구결과

6. 결론

References

키워드

Diffusion Intention to Use Adopter Category Brand Loyalty Social Influence