감성지능이 소비자 혁신성에 미치는 영향 - 감각추구성향과 인지욕구를 중심으로 -

박유식,채희남 한국기업경영학회 2011 기업경영연구 Vol.18 No.3

New products are the key to developing a company and yielding profit. The importance of developing new products is being magnified in current environment where PLC(product life cycle) is getting short owing to development of technology and competitive launch of new products. From strategic point of view for diffusing new product efficiently, information from markets is all about characteristics of consumer purchasing new products, marketing activities rival firms conduct and targeted market environment. We focus on consumer characteristics which influence on adoption new products. Many studies on consumer characteristics, especially about consumer innovativeness, are being conducted. Consumer innovativeness is the rate of consumer adopting new idea and an innovative consumer not only adopts new products easily but also influences diffusing them through entire market. Success or failure of new products, therefore, depends on how rapidly new products are adopted by consumers. Innovators play an important role in success of new products and consequently studying on these consumer characteristics may contribute success of new product in may ways. As emotion is becoming as important as intellect, emotion is being applied diversely in marketing area. However, there is few studies focused on emotional intelligence among articles on innovative consumer characteristics even though nowadays an importance of emotional marketing which improves a relationship between customers and brands through emotional drive is emphasized. A study on emotion of innovator, therefore, needs to be performed to diffuse new products efficiently. We try to figure out effects on emotional intelligence in consumer innovativeness. Emotional intelligence is an ability of perceiving and expressing emotion accurately, of crating emotion and promoting thinking, of understanding sentiment, and of controling emotion to promote intellectual and emotional development. We consider ‘self emotional appraisal,’ ‘otherʼs emotional appraisal,’‘use of emotion,’ ‘regulation of emotion’ as independent variables. Because cognitional and emotional aspects coexist in consumer’s mind, emotional intelligence has an positive influence on ‘need for cognition’ and ‘sensation seeking tendency.’ In addition, because ‘need for cognition’ acts as an important drive of information processing, we can consider ‘need for cognition’ and ‘sensation seeking tendency as a mediate variable explaining innovativeness. Consumer innovativeness is divided two constructs, technological innovativeness and fashion innovativeness; technological innovativeness presents the degree of adopting functional products such as a car and fashion innovativeness presents the degree of adopting emotional products like apparel. We performed first how ʻneed for cognition, which is innate tendency’ and ʻsensation seeking tendency ʼ influence technological innovativeness and fashion innovativeness, which are domain-specific innovativeness and then how emotional intelligence, which consists of ʻself emotional appraisal,’‘otherʼs emotional appraisal,’ ‘use of emotion,’ ‘regulation of emotion’ have an effect on ʻneed for cognition and sensation seeking tendency.ʼThe results revealed H1 and H2(sensation seeking tendency → fashion innovativeness) and H3 and H4(need for cognition → technological innovativeness) are accepted. H5~H12(emotional intelligence → sensation seeking tendency, need for cognition) are partly accepted. In detail, otherʼs emotional appraisal and use of emotion, which are dimensions of emotional intelligence, had partly effects on sensation seeking tendency and othersʼ emotional appraisal, use of emotion and regulation of emotion,which are dimensions of emotional intelligence, had partly effects on need for cognition positively. As results of this study, we find out ʻemotional intelligenceʼ includes both emotional and intellectual aspects... 오늘날은 이성만큼이나 감성이 중요하게 여겨지고 있는 시대로 마케팅 분야에서도 그 활용범위가 점차 확대되고 있다. 특히 신제품을 효과적으로 확산시키기 위해서는 혁신소비자(innovator)의 감성에대한 연구가 꼭 필요하기 때문에 본 연구에서는 감성지능이 소비자 혁신성(consumer innovativeness)에미치는 영향을 알아보았다. 그래서 감성지능의 하위차원이 소비자의 내재적 성향인 인지욕구와 감각추구성향에 미치는 영향과, 인지욕구와 감각추구성향이 특정 영역에 대한 혁신성인 기술혁신성과 유행혁신성에 미치는 영향을 알아보았다. 그 결과 감성지능의 하위차원 중에 타인감정이해와 감정활용은 감각추구성향에 감정활용 및 감정조절은 인지욕구에 영향을 미쳤으며, 감각추구성향은 유행혁신성에 인지욕구는 기술혁신성에유의한 영향을 미쳤다. 이 연구결과로 감성지능이 소비자 혁신성에 미치는 영향을 알아볼 수 있으며, 감성지능의 하위차원들이 감각추구성향과 인지욕구에 부분적으로 긍정적인 영향을 미친 것으로 보아 감성지능은감성적인 면과 인지적인 면을 포함한다는 것도 확인 할 수 있었다. 그리고 기술혁신성이 강한 신제품과 유행혁신성이 강한 신제품의 효과적인 확산에 대한 마케팅적 시사점을 제시할 수 있다

내재적 혁신성과 상품 관심이 특정 상품에 대한 소비자 혁신성에 미치는 영향

정인희 ( Ihn Hee Chung ),조윤진 ( Yun Jin Cho ) 대한가정학회 2018 Human Ecology Research(HER) Vol.56 No.2

This study investigated consumer innovativeness by examining a relationship model of innate innovativeness, product interest, product-specific innovativenss, and actualized innovativeness for eight product items as well as observed gender differences in the variables. The eight product items for the survey were smartphones, movies, clothing, cars, skin care products/cosmetics, traveling, AI products, and books. An online survey was conducted in January 2018, and 400 responses from male and female consumers in their twenties and thirties, were analyzed using reliability test, descriptive statistics, regression, and ANCOVA. The positive effect of innate innovativeness and product interest on product-specific innovativeness, and positive effect of innate innovativeness and productspecific innovativeness on actualized innovativeness were confirmed. Product interest was found to have a stronger power on product-specific innovativeness than innate innovativeness. Gender differences in product interest, product-specific innovativeness, and actualized innovativeness were identified as hypothesized. Female consumer’s clothing interest, clothing innovativenss, and actualized clothing innovativeness were higher than male consumers; in addition, male consumer’s cars and AI interest, cars and AI innovativenss, and actualized cars and AI innovativeness were higher than female’s. The controversial results that indicated the higher innate innovativeness of male consumers useful to further in-depth discussion and research. This study contributed to the theory construction of consumer innovativeness research areas and offered practical implications for new product launching and customer relationship management.

作爲二階建構的消費者創新一個跨文化硏究

( Ronald E. Goldsmith ),( Dae Kwan Kim ),( Leisa Flynn ),( Wan Min Kim ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.1

Setting and changing prices is difficult for marketing managers, especially for new products. Consumer price sensitivity (how consumers react to prices or to price changes) makes a difference in the likelihood consumers will buy (Ainslie and Rossi 1998). For many new products, the reactions of the earliest buyers or innovative consumers are critical to success (e.g., Munnukka 2005). But how important is the price of new products to innovators? The answer to this question is of theoretical interest and of practical importance to marketers, especially when marketing new fashions, where innovators play a crucial role in consumer acceptance. Existing research shows that innovators are relatively less sensitive to prices of new products than are later adopters; that is, they are more willing to pay higher prices (Goldsmith 1996, 1999). However, the evidence in favor of the negative relationship between innovativeness and price sensitivity is based largely on studies that conceptualize and measure innovativeness as a unidimensional construct (e.g., Goldsmith and Newell 1997). Although this approach is valid, it can be criticized because the concept of consumer innovativeness is multidimensional (see Muzinich, Pecotich, and Putrevu 2003). We propose that consumer innovativeness can be conceptualized as a higher-order construct consisting of four dimensions: involvement, information search, subjective knowledge, and opinion leadership. The purpose of the present study is to reevaluate the negative innovativeness/price sensitivity relationship using a causal model analysis in which innovativeness is represented by a multi-dimensional, second-order factor. To enhance this relationship`s generalizability, we perform the analysis on datasets from samples of consumers from Korea and the U.S., offering a cross-national comparison. Price sensitivity refers to individual differences in how consumers react to prices and price changes and is influenced by economic circumstances, demographics, situational factors, personality, amount of product use, and product involvement (Munnukka 2005). Price sensitivity varies across product categories as well as reflecting an overall marketplace disposition. Studies show that when consumer innovativeness is measured directly, a negative relationship exists between price sensitivity and innovativeness; consumers who want and buy the newest products are willing to pay more for them than less interested consumers (Goldsmith 1996, 1999; Goldsmith and Newell 1997). U.S. and Korean adults and college students completed the survey. The U.S. data came from a convenience sample of adult consumers. The sample consisted of 164 men and 151 women, with eight missing values for sex. The respondents ages ranged from 19 to 80, with a mean of 34.4 years (SD=12.5) and a median age of 29.5 years. In Korea the 857 respondents were aged 20 to 73 years, with a median of 27 years and included 398 men and 462 women. Students completed surveys in the classroom. Adults were surveyed via intercept interviews conducted in selected locations around the city of Pusan, S. Korea. The questionnaires contained multi-item scales used to measure fashion involvement, fashion information search, subjective fashion knowledge, fashion opinion leadership, and fashion price sensitivity. To test the hypothesis, we estimated the proposed second-order model with all measurement items from the second-order partial variance invariance CFA using EQS for Windows 6.1. The results revealed an excellent fit of the model with the empirical covariances with 2= 1371.79 on 426 df, NNFI=.940, CFI=.944, CAIC= -2063.07, and RMSEA=.044 (Hu and Bentler 1999). Relying on the excellent fit of the structural model, we tested the hypothesis of a negative effect of innovativeness on price sensitivity. The empirical results support the hypothesized negative effect (p<.01) with a standardized path coefficient of -.546 in Korea and -.569 in the U.S. Although the two coefficients are significantly different at .05, comparing these two coefficients is inadequate as the second order measurement model only supported partial variance invariance (Steenkamp and Baumgartner 1998). These results provide evidence for our novel conceptualization of consumer innovativeness and show that the negative innovativeness/price sensitivity relationship observed in U.S. consumers can be generalized to Korean consumers as well. Managerially, we see that managers can price new fashions at higher levels when they seek to sell them to fashion innovators than when they sell to later adopters. Basically, having the newest thing is worth the extra cost. Moreover, the findings extend the scope of the innovativeness/price sensitivity relationship to a new culture in which it has not yet been studied. This is evidence for the robustness of the theory of consumer innovativeness. The study supports the argument that consumer innovativeness can be conceptualized as a multi-dimensional construct. This may enable researchers to incorporate many variables into their models of consumer behavior that they could not do so previously because they lacked valid, reliable measures of these constructs. Methodologically oriented researchers should also examine possible negative aspects of this approach as well so that it is not accepted unquestionably by the research community. In conclusion, we feel that the study achieves its goal of introducing a new view of fashion innovativeness and a new way to operationalize it cross-culturally. By conceptualizing fashion innovativeness as a second order concept, this study offers a more comprehensive approach to its measure. Furthermore, the dual study context, Korean and U.S. consumers, suggests a possibility that fashion innovativeness results in price insensitivity cross culturally.

소비자의 감각적 혁신성향과 인지적 혁신성향이 신제품 구매의도에 미치는 이중 경로

김형준(Hyung-Jun Kim) 한국콘텐츠학회 2011 한국콘텐츠학회논문지 Vol.11 No.8

본 연구는 기존 연구들이 단일한 개념으로 인식하고 있던 혁신성향 개념을 인지적 혁신성향과 감각적 혁신성향으로 구분하고 두 유형의 혁신 성향의 정도에 따라 신제품에 대한 소비자의 지각된 위험의 민감성이 다름을 보였다. 이러한 지각된 위험의 유형과 수준의 차이는 각각의 혁신 성향이 소비자의 신제품 구매의도에 있어 서로 다른 영향력이 있음을 보여 줌으로써 혁신성향이 소비자의 신제품 구매의도에 미치는 경로가 이중경로임을 제시하였다. 217명을 대상으로 회귀분석과 공변량 구조 분석을 통하여 실증 분석을 수행한 결과 감각적 혁신성향 보다 인지적 혁신성향이 높을수록 사회적 위험보다 기능적 위험을 더 많이 지각하는 반면 감각적 혁신성향이 높을수록 기능적 위험보다는 사회적 위험을 더 지각하는 것으로 나타났다. 즉, 신제품 구매에 따른 기능적 위험 지각과 사회적 위험 지각이 소비자의 혁신성향의 유형에 따라 다르게 나타남을 제시하였다. 기존 연구에서는 소비자의 혁신성향 개념을 하나의 구성 개념으로 파악하여 신제품 구매의도에 대한 영향 관계를 파악하였으나 본 연구는 감각적 혁신성향과 인지적 혁신성향으로 소비자의 혁신성향을 구분하고 신제품 구매의도와의 관계를 파악하였으며 각각의 혁신성향이 신제품에 대해 인지하는 지각 위험의 경로를 달리함을 밝혔다. There are many researches about effects of consumer innovativeness on the new product adoption behavior. However most of these studies regard this construct as one dimensional concept so that the extant studies suggest very ambiguous results about the relationship between consumer innovativeness and adoption behavior. This study subdivides the construct as cognitive innovativeness and sensory one and suggest these two types of consumer innovativeness affect on the risk perception of the potential adopter differently when the consumer adopt new product. In the empirical research through regression analysis and structure equation model with 217 samples, the study shows the consumer who have high level of cognitive innovativeness are more sensitive to functional risk of new products compared to one who have high level of sensory innovativeness. On the other side, sensory innovative consumer perceive social risk more when they adopt new products than cognitive innovator who have higher level of cognitive innovativeness. The result means there are dual paths on the relationship between consumer innovativeness and new products adoption behavior. Unlike the early studies, this study shows that there’s dual path in relationship between the consumer’s innovativeness and new product adoption. That is the consumer who have higher sensory innovativeness perceive the social risk of new products more sensitively than functional risk but the consumer who have cognitive innovativeness perceive functional risk more. So, new product adoption behavior would be different depending on the sensory or cognitive innovativeness.

소비자 혁신성향이 친환경제품 만족도에 미치는 영향 : 혁신성향, 친환경성향 및 친환경 제품 혁신성의 상호작용효과

임미자,Mee Ryoung SONG,Wujin CHU 한국유통과학회 2019 유통과학연구 Vol.17 No.10

Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer’s innovation propensity, consumer’s environmental concern, and usage satisfaction. In addition, the moderating effect of the product’s innovativeness was examined. Results - The result shows that there is a relationship between consumer’s innovation propensity and consumer’s environmental concern. In particular, it is shown that both consumer’s innovation propensity and consumer’s environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product’s innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer’s innovation propensity on usage satisfaction. The degree of the product’s innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer’s innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer’s environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer’s innovation propensity only had an indirect effect on usage satisfaction, through consumer’s environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationship between consumer’s innovation propensity and consumer’s environmental concern. Second, this study showed the positive effect of consumer’s innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer’s innovation propensity and consumer’s environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.

학교조직 혁신성, 동료교사 혁신성, 교사협력 사이의 구조적 관계 탐색: 다층구조방정식 모형의 적용

윤익상 한국교원교육학회 2022 한국교원교육연구 Vol.39 No.4

By using TALIS 2018 Korea survey data (304 principals and 2,472 teachers) collected by OECD, this study attempted to examine the structural relationships between innovative school climate and teacher collaboration. At this time, considering the hierarchical nature of the innovative school climate, it was included in the analysis by classifying it into school organization innovation and peer teacher innovation. Given the hierarchical nature of the innovative school climate, I classified it into school organizational innovativeness and collective teacher innovativenss and used them for the analysis. In addition, considering the quality level of teacher collaboration, it was divided into professional collaboration and exchange and co-operation for teaching for the analysis. A multilevel structural equation modeling was applied as the main analysis technique. The main research results are as follows. First, a significant positive relation existed at the school level between the two elements of the innovative school climate, namely, school organizational innovativeness and collective teacher innovativeness. Second, collective teacher innovativeness predicted the two types of teacher collaboration positively at both teacher and school level. Third, school organizational innovativeness did not directly predict the two types of teacher collaboration, but it was found that it had a significant indirect effect (complete mediation effect) on both types of teacher collaboration through collective teacher innovativeness. Fourth, both school organizational innovativeness and collective teacher innovativeness predicted professional cooperation more strongly than exchange and co-operation for teaching statically. Based on the aforementioned main results, implications from the theoretical and practical dimensions were discussed in relation to school and teacher innovative performance and teacher collaboration. 본 연구는 학교의 혁신성과 교사의 혁신 행위로 규정되는 혁신적 학교풍토와 교사협력 사이의 구조적 관계를 파악하기 위해 OECD에서 수집한 TALIS 2018 대한민국 교장(n=304)과 교사(n=5,472)의 설문 자료를 활용하여, 분석하였다. 이때, 혁신적 학교풍토의 위계성을 고려하여, 이를 학교조직 혁신성과 동료교사 혁신성으로 구분하여 분석에 포함하였다. 또한, 교사협력의 다양한 양상을 고려하여, 전문적 협력과 수업을 위한 교환·조정으로 그 유형을 구분하여 분석에 활용하였다. 주요 분석기법으로는 다층구조방정식 모형을 적용하였다. 주요 연구결과는 다음과 같다. 첫째, 혁신적 학교풍토의 두 요소 즉, 학교조직 혁신성과 동료교사 혁신성 사이에는 유의한 정적 연관관계가 학교수준에서 존재하였다. 둘째, 동료교사 혁신성은 두 유형의 교사협력을 교사수준과 학교수준에서 모두 정적으로 유의하게 예측하였다. 셋째, 학교조직 혁신성은 두 유형의 교사협력을 직접적으로 예측하지는 못하였으나, 동료교사 혁신성을 매개하여 두 교사협력 유형 모두에 유의한 수준의 간접효과(완전 매개효과)를 가지고 있음이 나타났다. 넷째, 학교조직 혁신성과 동료교사 혁신성 모두 수업을 위한 교환·조정보다 전문적 협력을 더 강하게 정적으로 예측하였다. 본 논문은 이상의 결과에 대한 이론적 해석 및 정책적 시사점에 대한 논의를 제공한다.

서비스혁신 유형에 따른 소비자 반응 연구

이은경(Eun Kyoung Lee),전중옥(Jung Ok Jeon) 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.3

Until recently, research on service innovation mainly considered fragmentary aspects of service innovation which concentrated just on e-related innovation, and few dealt with a variety of methods to deliver service. To complement such limitations, this study focused on verifying the relative effectiveness of service innovation types on willingness to pay premium and identifying the roles of factors which affect the acceptance of innovative service. Specifically, this study verified the main effect of willingness to pay premium depending on the types of service innovativeness such as p-innovativeness and e-innovativeness, and the moderating effect of value congruence and novelty, and also examined the moderating role of novelty in the types of service innovativeness and value congruence. The results of this study are as follows. First, upon verifying hypothesis 1, it was found that consumers with e-innovativeness condition showed higher willingness to pay premium compared with consumers with p-innovativeness condition. Second, upon verifying hypothesis 2 and 3 that consumer’s response to a variety of service innovation types would be different depending on value congruence and novelty, it was found that the moderating effect of value congruence was significant while novelty was not. Finally, upon verifying hypothesis 4 that there would be three-way interaction effect on willingness to pay premium among service innovation types, value congruence, and novelty level, it was found that three-way interaction effect was significant. This study is significant in the sense that it divided service innovation into two types in order to find out the roles of personal and situational factors which are likely to affect willingness to pay premium depending on a variety of service innovation types, and it would be able to guide service corporations to make the strategies to induce favorable consumer response to innovative service and enhance the effect of service innovation.

고성과 인적자원관리 요인이 기업가 혁신성에 따라 경영성과에 미치는 영향에 관한 연구

김창봉,한상욱 한국산업경제학회 2023 산업경제연구 Vol.36 No.4

This study aimed to analyze the impact of high-performance human resource management factors on business performance according to entrepreneurial innovativeness in order to respond to rapid changes in the personnel and labor environment. Innovativeness for entrepreneurs to respond to changes is emphasized as uncertainty in the business environment increases. Recently, as labor policy and personnel affairs are facing greater changes than ever, entrepreneurial innovativeness is becoming more important. However, while the importance of responding to change in human resource management is increasing, studies on entrepreneurial innovativeness have been conducted mainly in terms of technology or market orientation. Accordingly, the need for research focusing on entrepreneurial innovativeness in connection with human resource management was recognized. This study conducted a survey of 435 small and medium-sized business entrepreneurs from September 11 to December 14, 2022, and received responses from a total of 225 people (146 online and 79 offline), excluding 38 copies with insincere responses. and analyzed with a structural equation model using a total of 187 data. Through this study, it was confirmed that it is important for entrepreneurs to pursue innovation in terms of human resource management for high business performance, and to derive theoretical, practical, and policy implications. The results of this study are as follows. First, among high-performance human resource management factors, extensive training and performance-based compensation were confirmed to have a significant effect on entrepreneurial innovativeness. Second, result-oriented evaluation could not confirm a significant effect on entrepreneurial innovativeness. Third, it was confirmed that entrepreneurial innovativeness has a significant effect on both financial performance and human resource management performance. Through empirical analysis, it was confirmed that entrepreneurial innovativeness is an antecedent factor that has a significant impact on business performance in terms of human resource management. This study provides implications for entrepreneurs and policy institutions that need innovation in the human resources and labor environment where labor policies, organizational culture, and work methods are rapidly changing. In order to change the human resource management system, entrepreneurs will be able to improve business performance by actively pursuing innovation by utilizing the education and training support system and the evaluation and compensation consulting support project.

통합 전략적 성과측정 시스템이 차별화 전략, 혁신성 및 기업성과간의 관련성에 미치는 영향

유승억 한국산업경영학회 2018 경영연구 Vol.33 No.1

This study investigates the association between differentiation strategy, innovativeness, firms' performance, and integrative strategic performance measurement system(ISPMS) in manufacturing industry. The purpose of this study is to identify 1) whether differen- tiation strategy has an effect on innovativeness and innovativeness has an effect on firms' performance directly, 2) whether differentiation strategy has an effect on firms' performance indirectly through innovativeness, 3) whether ISPMS moderates the relationship between differentiation strategy, innovativeness, 4) whether ISPMS moderates the mediation effect of innovativeness. To test hypotheses, Mplus 7.4 is applied to questionnaire survey data from 106 manufacturing firms. The empirical findings are as follows. First, the results indicate that differentiation strategy has a positive effect on innovativeness and innovativeness has a positive effect on firms' performance significantly. Second, differentiation strategy has effect on firms' performance indirectly through innovativeness significantly. Third, ISPMS moderates the relationship between differentiation strategy, innovativeness such that the relationship is stronger at lower level of ISPMS. Finally, ISPMS moderates the mediation effect of innovativeness such that mediation effect is stronger at lower level of ISPMS. 본 연구는 기업성과에 대한 통합 전략적 성과측정 시스템(ISPMS)의 역할에 대한 이해를 위해서 우리나라 제조기업에 대한 106개의 설문자료를 이용하여 차별화 전략이 기업 혁신성에 미치는 영향, 기업 혁신성이 기업성과에 미치는 영향, 차별화 전략이 기업 혁신성을 경유하여 기업성과에 미치는 간접효과(매개효과), 차별화 전략이 기업 혁신성에 미치는 영향에 대한 ISPMS의 조절효과, 차별화 전략이 기업 혁신성을 경유하여 기업성과에 미치는 간접효과(매개효과)에 대한 ISPMS의 조절효과(조절된 매개효과)를 조사 하였다. 분석결과에 의하면 차별화 전략은 기업 혁신성에 유의적인 정(+)의 영향을 미치며, 기업 혁신성은 기업성과에 정(+)의 유의적인 영향을 미치는 것으로 나타났다. 또한 차별화 전략은 혁신성을 경유하여 기업성과에 간접적으로 영향을 미치는 것으로 나타났다. 차별화 전략이 혁신성에 미치는 영향을 ISPMS가 유의적으로 조절하는 것으로 나타났으며, 차별화 전략이 혁신성에 미치는 영향은 ISPMS 수준이 낮을 때 강하게 나타났다. 마지막으로 차별화 전략이 혁신성을 경유하여 기업성과에 미치는 매개효과를 ISPMS가 유의적으로 조절하는 것으로 나타났으며, 그러한 조절된 매개효과는 ISPMS 수준이 낮을 때 강하게 나타났다. 이러한 결과는 우리나라 제조기업에서 ISPMS의 전략실행을 지원하는 역할이 부족하다는 것을 보여주며, 실무적으로 ISPMS의 설계와 이용에 있어서 중요하게 고려해야할 것으로 보인다.

상권 방문객의 혁신성 식별과 혁신성 결정요인 분석연구

류새배,김새힘,김승훈,이명훈 (재) 인천연구원 2023 도시연구 Vol.- No.24

본 연구의 목적은 상권 방문객들을 혁신성 수준에 따라 분류하고, 혁신성 수준에 대한 영향요인을 분석하는 것이다. 분석을 위해 서울시민을 대상으로 설문조사를 진행하였다. 잠재 프로파일 분석을 통해 방문객을 혁신성 수준에 따라 세 집단으로 나누었으며, 순서형 프로빗 모형을 활용해 혁신성 영향요인을 분석하였다. 분석 결과는 다음과 같다. 첫째, SNS 사용 특성 중 SNS 사용개수, SNS를 사용해 상업시설을 방문한 빈도, 정보탐색 목적 그리고 자기표현 목적이 혁신성에 유의미한 양(+)의 영향을 미쳤다. 둘째, 장소특성 중에서는 품질, 유행, 특색이 혁신성에 유의미한 양(+)의 영향을 미쳤다. 셋째, 개인 및 가구 특성 중에서는 응답자의 소득, 여가동반인만 혁신성에 유의미한 양(+)의 영향을 미쳤다. 본 연구는 SNS 사용 특성, 장소 특성, 개인 및 가구 특성을 혁신성 영향요인으로 고려하였으며, 더 자세한 분석을 위해 추가 독립 변수를 고려하는 후속 연구가 필요하다. In this study, commercial district visitors were grouped based on their level of innovativeness and the factors affecting their innovativeness were analyzed. A survey of Seoul citizens in their 20s to 50s provided the data for the analysis. Latent profile analysis was used to categorize visitors into three groups according to their innovativeness level. Ordered probit models were used to examine the factors affecting innovativeness. The results of the analysis were as follows: First, among the characteristics of SNS(Social Network Service) use, the number of SNS usages and the frequency of visiting commercial facilities through SNS increased the innovativeness score. Visitors’ innovativeness scores also increased when SNS was used to obtain information and for self-expression. Second, among the place characteristics variables, quality of service or products, trendiness, and uniqueness increased the innovativeness score. Third, among the personal and household characteristics, only two factors significantly increased innovativeness – the respondent's income and type of accompanying person when visiting the commercial facility. Further research is required to supplement additional independent variables to describe the attributes of visitors with high innovativeness in commercial districts in greater detail.