스마트워치 시장의 캐즘(Chasm)에 관한 연구 : Q방법을 활용한 혁신수용 사례 분석

• 영문명: Exploring the Chasm in Smart Watch Market : Q-Method Study of Non-Adopters
• 발행기관: 한국IT서비스학회
• 저자명: 윤성원(Sungwon Yoon) 이정우(Jungwoo Lee) 김수형(Su Hyeong Kim) 유초롱(Chrong Yoo)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제18권 제1호, 27~44쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.03.30

영문 초록

The goal of this study is to find why the consumers are reacting slowly or negatively toward smartwatches. Even though, smartwatches provide useful information such as health care and text message, the market was not growing fast as expected, and seems to be stagnant at this point. Thus, the future market predictions are varied. To find out why this may have happened, a Q-method study using non-adopters was conducted. In order to find out depth explanations from each interviewers, the research team chose the Q method and Q sorting to classify the different reasons for non-adopters. Based on the interview, all participants were clustered with into groups with similar patterns of the answers. The research team classified the interview group to three categories 1) Technology Discontent 2) Service Discontent 3) Indifferent. The research team analyzed each category reasoning and logics. Also the team compared the result to the technology chasm as it was proposed by Rogers (1969) to measure the maturity of the consumers.

목차

1. 서 론

2. 스마트워치 수용 기존 연구들

3. 연구 방법

4. 연구 결과

5. 결론 및 향후 연구 제안

키워드

Smartphone Technology Resistance Technology Adopting Marketing Strategies Q Method Q Sorting Chasm