정보통신시장에서 소비자혁신성 부문(domain)에 대한 실증연구 - 구매목적에 의한 소비자 유형간 차이를 중심으로

• 영문명: The Empirical Study on the Domain of Consumer Innovativeness in Information and Communication Market - The Difference Between End User and Business User -
• 발행기관: 한국상품학회
• 저자명: 주영혁(Joo Young-Hyuck) 김용철(Kim Yong-Cheol)
• 간행물 정보: 『상품학연구』제24권 제3호, 23~56쪽, 전체 34쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.12.01

영문 초록

  It is generally said that innovators in one product category may be also innovators in another product category in information and communication(IC) industry. The general objective of this research was to examine if differing groups of customers in IC market have the different size of the domains of consumer innovativeness. This research investigated empirically the relationship between adoptions of innovative products(One Phone, Wireless LAN, Home Networking, Telematics) in IC industry. For the purpose of the study, consumers were categorized as end users and business users based on the purchase purpose(consumer product vs. business product) and adoption was divided by adoption intention and adoption timing.
  Predictions were tested using survey data to end users(n=800) and business users(small firm and outdoor salesperson, respectively n=200). Results show that 1) in case of end users, adoption of Home Networking is influenced by adoption of One Phone and Wireless LAN, and adoption of Telematics is also influenced by adoption of One Phone and Wireless LAN, 2) in case of business users, adoption of both Home Networking and Telematics is influenced by adoption of adoption of Wireless LAN, but not by adoption of One Phone. This means that the domain of business user innovativess is much smaller than that of end user innovativeness. The results of adoption timing were similar to those of adoption intention.

목차

Ⅰ. 서론
Ⅱ. 문헌연구
Ⅲ. 설문조사 ⅰ: 일반소비자
Ⅳ. 설문조사 ⅱ: 산업소비자
Ⅴ. 결론
참고문헌
〈부록: Grouped Data Regression Models〉
Abstract

키워드

Innovativeness Domain-Specific Consumer Innovativeness Innovator Adoption Intention Adoption Timing Information and Communication Market End User Business User