원전지역주민의 원자력 수용성에서 지각된 편익의 조절효과 분석

김서용 ( Seoyong Kim ),김선희 ( Suhee Kim ) 중앙대학교 국가정책연구소 2017 국가정책연구 Vol.31 No.4

본 연구의 목적은 지각된 편익이 원자력에 대한 지역주민들의 수용성에 미치는 영향력을 지각된 편익의 조절효과를 중심으로 분석하는데 있다. 기존 지각된 편익에 대한 연구들은 편익변수의 기능을 단편적인 독립변수의 역할에 국한시키거나 매개변수로 간주하는 경향이 존재하였다. 이로 인해 지각된 편익의 다양한 기능에 주목하지 못하였다. 본 연구에서는 지각된 편익의 조절역할에 초점을 두어 위험지각패러다임 변수들과 원자력 수용성간 관계에서 그 역할을 분석한다. 분석결과, 지역적 차원에서 지각된 편익은 지각된 위험, 부정적 감정이 수용성에 미치는 영향을 조절하고 있었다. 지각된 위험과 부정적 감정이 높아질수록 수용성은 낮아지지만 이는 지각된 편익이 높은 경우 완화되었다. 국가적 편익은 감정과 수용성간 관계를, 지역적 편익은 지각된 위험과 수용성간 관계를 조절한다는 점에서 편익유형에 따른 조절효과의 차이가 발생한다는 점을 알 수 있었다. 이와 같은 결과는 지역사회에서 지각된 위험과 부정적 감정의 관리에서 편익적 요소를 고려해야 함을 시사한다. This study aims to analyze the impact of perceived benefit on the acceptance of nuclear power energy by focusing its moderating effect. Previous researches have focused only on the perceived benefit’s role as independent variable or its mediating role. Therefore, they did not pay attention to the diverse role of perceived benefit. Thus, our researches analyze the role of perceived benefit in the relationships between risk perception variables and acceptance of nuclear energy by focusing its moderating role. Research results show that perceived benefit at the local level moderates the effect of perceived risk and negative emotion on the acceptance. Although the perceived risk and negative emotion decrease the acceptance, such effect is mitigated by higher perceived benefit. Perceived benefit at the national level moderates the effect of negative emotion on the acceptance whereas one at the local level does the effect of perceived risk. Since this means the difference of effect exists according to type of perceived benefit, it require to consider the benefit factors in managing the perceived risk and negative emotion at the local level.

중,장년층의 라이프스타일과 지각된 유익성,장애성이 건강증진행위에 미치는 영향

함영희 ( Young Hee Ham ) 한국노인의료복지학회 2011 노인의료복지연구 Vol.3 No.1

The research model established the theoretical framework and hypothetical model based on Pender`s (1996) Health Promotion Model and related literature review. The predictive variables were constructed utilizing items such as personal life style, perceived health status & perceived emotion in regard to individual behavior. Exogenous variables include general personal characteristics such as age, gender, educational level, presence of religion, marital status, average monthly income, and current health status. As for endogenous variables, the study considered such life style parameters as socialization seeking, economic stability seeking, trend seeking, and health see -king, environmental stability seeking. Measurement variables include such behavior-related variables as perceived benefit, perceived barrier, perceived self-efficacy, and perceived social support. Health promotion behaviors were designated as latent variables. For this study, data were collected from questionnaire that had been distributed to some 1,000 residents(40~60) living in the city of Daegu & in the surrounding province of Gyeongsangbuk-do. Of the total distribution, 955 copies of the questionnaire were collected. The study utilized data from 938 of 955 responses. For data analysis, descriptive statistics/ correlation analysis was performed using the SPSS 18.0 program. The results of this study can be summarized as follows. 1. The following are the results from differential analysis of related variables categorized according to general characteristics. Measurements from the analysis of average life style characteristics are as follows; environmental stability seeking (3.59 points), economic stability seeking(3.56 points), health seeking(3.36 points),socialization seeking(3.18 points), trend seeking(2.64 points), respectively. The general characteristics of behavior related cognition-emotion rendered the following averages; perceived benefit (4.29 points) and perceived barrier (2.48 points), respectively. Health promotion behaviors adjusted for various general characteristics averaged 3.24 points. 2. According to the results of differential analysis in general characteristics, the study selected 23 out of 35 sub-hypothesis (life style hypothesis #1), 8 out of 14 sub-hypothesis (behavior-related cognition and emotion hypothesis #2), and 5 out of 7 sub-hypothesis (health promotion behaviors hypothesis #3). The hypothesis selected according to general characteristics variables were as follows; 1) Age analysis: Trend-seeking (among lifestyle categories) were higher, the younger the age. 2) Gender analysis: Socialization-seeking (among lifestyle categories) was stronger among men while economic stability seeking, trend-seeking, health-seeking, and environmental stability seeking were higher among women. Perceived benefit(among behavior related cognition-emotion variables) was higher in women. Health promotion behavior was higher among women. 3) Educational level analysis: Socialization-seeking, trend-seeking, environmental stability seeking (among lifestyle categories) seeking higher, the more educational the respondents had achieved. Perceived benefit(among behavior related cognition-emotion variables) were higher for respondents with higher educational level. Health promotion activities were also higher in the more educated group. 4) Religion analysis: Socialization-seeking, economic stability seeking stability seeking, health seeking, environmental stability seeking (among lifestyle categories) were higher when the respondents were religious. Perceived benefit(among behavior related cognition-emotion variables) were higher when respondents with a religion. Health promotion activities were also higher in the religious group. 5) Marital status analysis: Socialization-seeking, trend-seeking, and environmental stability seeking (among lifestyle categories) were higher when respondents were married. Perceived barriers (among behavior related cognition-emotion) were, however, higher when respondents were without a spouse. 6) Average monthly income analysis: Socialization seeking and trend seeking (among lifestyle categories) were higher when respondents were with higher average monthly income while economic stability seeking stability seeking was higher when their income was lower. was higher when respondents had higher monthly average income while perceived barriers(among behavior related cognition-emotion variables) were higher when the income was lower. Health promotion behaviors were higher when respondents had higher average monthly income. 7) Current health status analysis: Socialization-seeking, trend-seeking, health seeking, and environmental stability seeking (among lifestyle categories) were higher when respondents were currently in good health. Perceived benefit(among behavior related cognition-emotion variables) were higher when respondents had good health while perceived barriers were higher when their health was poor. Health promotion activities were higher when respondents were healthy. This study has identified relative variables that directly or indirectly influence health promotion activities in the middle age, and elderly groups(40-60) by considering factors in lifestyle categories, and behavior-related cognition-emotion types. This study further proved that these relative variables can be utilized in predicting health promotion activities in 40-60 age groups. Therefore, hypotheses tested in this study can be applied in health promotion activities in the middle age and the elderly population. In an effort to promote addition of healthy years to their life expectancy, these proven hypotheses will provide an important foundation for developing public health strategies, nursing care planning, and welfare promotion activities. It can also be expected that various health promotion programs can be developed, applied and taught based on these proven hypotheses. Public health, nursing, welfare promotion strategies will, then, bring general improvement in health promotion activities in this population.

An Integrative Literature Review about Sports Participation and Perceived Benefits

Bong Kyu JEONG,Sang Hoon YOON,Won Jae SEO 한국스포츠과학회 2021 스포츠과학연구(JSAS) Vol.5 No.2

Purpose: This study aims to obtain basic data for conceptual establishment of sports participation and perceived benefits by considering prior research on the effects of sports participation to derive variables for perceived benefits of sports participants. Research design, data, and methodology: This study used an integrated literature review. A conceptual model is designed with reference to a prior study by adopting a guiding theory. Based on the key words. The literature collection was conducted online, and the reference period for the literature collection was for studies published between 2015 and 2020. Results: First, a total of seven related variables were derived from the literature analysis related to sports participation and physical benefits. Second, a total of six variables were derived from the literature analysis related to sports participation and mental benefits. Third, a total of four related variables were derived through a literature analysis related to sports participation and social benefits. Conclusions: Health fitness, objectified body consciousness, and social body shape anxiety, including body composition, approach physical benefits among perceived benefits through sports participation, and physical self-efficacy and physical self-concepts are related to physical benefits but are also shown to be related to mental benefits. And successful aging is seen to be close to social benefits and related to some mental benefits. Mental and social benefits can be seen as the variables derived from the results being related to the benefits, and more in-depth exploration of perceived benefits is needed.

서비스 조직의 사회적 책임으로서, 가족친화제도 유용성 지각의 선행요인과 조직 유효성에 관한 연구

한주희(Han, Ju Hee),이인석(Lee, Insuk),전무경(Jeon, Moo Kyeong) 한국서비스경영학회 2017 서비스경영학회지 Vol.18 No.1

Being considered that Work-Family benefits can possibly improve work-family balance, quality of life, and women resources utilization, the public opinion has been over the debate in modern society. However, previous researches generally focused on application of work-family benefits program, while individual-level factors received relatively less attention in researches, So, I conducted this study to focus on employee’s perceived usefulness of work-family benefits. This research intended to analyze how perceived organizational culture-as one of antecedent factors-influences employee’s perceived usefulness of work-family benefits. It was hypothesized perceived usefulness of work-family benefits has a positive effect on organizational effectiveness such as job satisfaction, organizational commitment and turnover intention. It also intended to prove that the moderating effects of social support in relationship between employee’s perceived usefulness of work-family benefits and organizational effectiveness. In order to prove the hypothesis, a questionnaire survey was conducted with 195 employees. The collected data were analyzed by the SPSS, multiple regression analysis was used for statistical analysis. The results of this study are as follows. The findings showed that adhocracy culture positively affected employee’s perceived usefulness of work-family benefits. In addition, employee’s perceived usefulness of work-family benefits was positively related to job satisfaction, but organizational commitment and turnover intention were not statistically significant. In verification of social support as a moderating variable, supervisor support had the moderating effect between employee’s perceived usefulness of work-family benefits and organizational effectiveness engagement by strengthening the relationship. However, moderating effect of coworker support was not shown in the relationship between employee’s perceived usefulness of Work-Family Benefits and organizational effectiveness.

외식업 점주의 배달앱 서비스 이용에 대한 지각된 혜택 및 희생이 지속이용의도에 미치는 영향: 가치기반수용모델을 중심으로

이영석 ( Lee Young Seok ),송재민 ( Song Jae Min ),양성병 ( Yang Sung Byung ) 한국정보시스템학회 2021 情報시스템硏究 Vol.30 No.2

Purpose The purpose of this study is to analyze the impact of perceived value on the intention of continuous use of food delivery app services form the perspective of restaurant owners. We adopt the value-based acceptance model (VAM) in order to derive influential factors (i.e., perceived benefits and perceived sacrifices) that affect perceived value, which in turn leads to the continuous use of food delivery app services. In addition, the moderating role of restaurant type in the relationship between perceived benefits/sacrifices and perceived value. Design/methodology/approach An online survey was conducted on restaurant owners who are using domestic food delivery app services. Samples were collected using the quota sampling method in accordance with the current market share of food delivery app services. A total of 235 participants (restaurant owners) were identified as a valid sample and used for the final analysis. Findings Research findings of the study are as follows. First, sales increase and operational effort decrease among perceived benefits had a significant positive impact on perceived value. Second, perceived cost among perceived sacrifices had a significant negative impact on perceived value. Third, perceived value had a significant positive effect on the intention of continuous use. Finally, the moderating role of restaurant type was found only in the effect of operational effort decrease on perceived value.

점포 밀도와 세일의 가격혜택이 혼잡성 지각에 미치는 영향

박경애 ( Kyungae Park ),허순임 ( Soonim Heo ) 한국의류학회 2015 한국의류학회지 Vol.39 No.4

This study examined: 1) the effect of store density on perceived crowding 2) the difference of perceived price benefit of sale by store density 3) the effect of perceived price benefit and store density on perceived crowding and 4) the effect of perceived crowding and price benefit on shopping behaviors. Store density and perceived crowding were categorized into social and spatial dimensions. Data were collected with 6 (high, medium, and low social and spatial densities) * 2 (sale and no-sale) between-subjects experimental designs. A total of 395 responses were analyzed. The results revealed that social density affected social crowding, but spatial density had no effect on perceived crowding. Price benefit of sale was not different by store density. The sale itself did not affect perceived crowding. Under the social density situation, perceived price benefit reduced spatial crowding and social crowding showed a positive effect on purchase behavior while spatial crowding had a negative effect. However, the most important effect on purchase behavior was price benefit. The study implies that social density (not spatial density) is important for consumer behavior and retail strategies.

비용 -편익 관점에서 본 서비스 산업에서의 고객 만족도 분석

전미영 ( Mi Young Jeon ),김난도 ( Ran Do Kim ),최영락 ( Young Lak Choi ),이춘선 ( Chun Seon Lee ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

본 연구는 고객과 기업의 장기적인 관계를 유지하기 위한 필수요건이라 할 수 있는 고객 만족에 초점을 맞추고, 고객 만족의 영향요인을 규명하기 위한 탐색적 모형을 제안했다. 본 연구에서 설정한 모형은 서비스 품질을 한 시점이 아닌, 초기·중기·후기의 프로세스적 측면에서 측정한 점, 지각된 가치를 편익과 비용으로 구분한 점, 모형을 적용한 서비스 영역을 콜센터·종합병원·쇼핑몰·대형마트로 분류한 점을 특징으로 한다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 성별, 연령, 이용 빈도에 따른 집단별로 고객만족의 선행요인인 자각편익(과정/결과편익), 지각비용(금전/비용), 과정품질에 차이가 있는지 알아본 결과, 콜센터와 대형마트에서는 이용 빈도가 평균 이상인 집단에서, 병원서비스에서는 40-50대 집단에서 요인별로 높은 점수가 발견되었다. 둘째, 4개 서비스 산업에서 전체만족도에 대한 지각편익, 지각비용, 과정품질의 영향력을 파악하기 위한 공분산 구조분석을 실시한 결과, 편익 측면에서는 콜센터를 제외한 3개 업종에서 만족에 대한 결과편익의 영향력이 과정편익보다 큰 것으로, 비용 측면에서는 콜센터를 제외한 3개 업종에서 만족에 대한 금전비용의 영향력이 시간비용 경우보다 큰 것으로 나타났다. 또한 문제해결을 목적으로 하는 서비스(콜센터와 병원)에서는 비용보다는 편익이, 구매를 목적으로 하는 서비스(쇼핑몰과 마트)에서는 편익보다 비용이 만족에 미치는 영향력이 큰 것으로 나타났다. 과정 편익 관련해서는 콜센터에서 초기과정보다는 후기 과정의 영향력이 더 큰 것으로 나타났다. 셋째, 전체만족도에 대한 지각편익, 지각비용, 과정품질의 영향력이 성별, 연령, 이용 빈도에 따른 집단 별로 차이가 있는지 분석한 결과, 구매를 목적으로 이용하는 서비스(쇼핑몰과 대형마트)에서는 이용 빈도가 높은 집단에서, 대면서비스(병원과 대형마트)에서는 40-50대 집단에서 결과편익의 영향력이 과정편익의 영향력보다 큰 것으로 나타났다. 이처럼 4개 서비스 업종에서 고객 만족에 대한 선행변수의 상대적 영향력을 규명한 본 연구의 결과가 기업 실무자에게 유용한 전략적 정보로 활용될 수 있기를 기대한다. Customer satisfaction is the ultimate fulfillment in the service industry. Nearly all service providers have struggled to identify the critical factors to achieve customer satisfaction. This study examined the determinants of customer satisfaction and developed a service assessment model under the assumption that consumers perform a cost/benefit analysis when they decide whether or not to buy. First, the model proposes that service quality and perceived value influence customer satisfaction. Second, it hypothesizes that service quality as defined here is related to the service delivery process experience by the consumer during their use of service before, during, and after the purchase of service. Third, perceived value, which has an effect on satisfaction, is considered in the context of a cost/benefit approach which consists of monetary costs, non-monetary costs, service process benefits, and service results benefits. The four service categories, termed here as hospitals, call centers, online-shopping malls and discount stores, were selected on the basis of different dimensions, such as whether or not the service is delivered in person. The measured data for National Customer Satisfaction Index (NCSI) was utilized as the secondary data for the study. The model was evaluated using Structural Equation Modeling (SEM). The findings from the study can be summarized as follows: Firstly, upon examining the effects of benefits on the overall level of satisfaction, the effects of results benefits and process benefits are almost identical for hospitals, shopping malls and discount stores whereas for call centers, the effects of process benefits were found to be bigger than those of results benefits. Call centers as the point of contact service, take on the role of solving the problems the customer face, a step forward from a mere reception. In addition, like the hospital service, the problems are usually solved during the service process, not after the use of service, which indicates the process benefits affected the customer satisfaction more. Secondly, upon examining the effects of costs on the overall level of satisfaction, in case of hospitals, shopping malls and discount stores, the effects of the monetary cost affected the overall level of satisfaction more than the time costs while for call centers, time costs affected more. This could also be due to the distinguishing characteristics of the monetary cost used in the call center, which is at the mere level of call charge. Though the effects of monetary costs were found to have bigger impact than those of time costs for hospitals, shopping malls and discount stores, the effects of time costs were especially less and those of monetary costs the biggest for the discount stores compared to the hospitals and shopping malls. This could be interpreted by the fact that the customers visiting the discount stores are willing to take time to purchase in person because they expect more economic price than other distribution companies such as the department stores. Thirdly, comparing the effects of benefits and costs, it was found that in the service for the purpose of problem solving(call centers or hospitals), benefits had more impact on the satisfaction than costs in general whereas in service for purpose of purchase(on-line shopping malls or discount stores), the monetary cost had more impact on the satisfaction than benefits. Lastly, upon examining the effects for stage of service process, the early, middle and late stages of service had almost similar level of effects on the process benefits. For call centers, the importance of middle and late stages is found to be especially high and this may be due to the fact that the late stage corresponds to the problem solving stage. Based on the above results, this study is significant for the following reasons: First, it proved that the satisfaction was affected by the perceived value, and the value consist of benefits and costs. Especially for the costs, it empirically proved that the non-monetary costs in addition to monetary costs would have to be considered. Second, by specifying the factors affecting the satisfaction, more practical implications were provided for forming strategies for raising customer satisfaction. That is, by finding out the effects of the service quality according to the stage during which the service was provided, from what the satisfaction and perceived value originate, can be examined and based on this, practical feedbacks can be given. Third, depending on the nature of the service industry, it was found that the antecedents affecting the customer satisfaction could vary. If the unit for analysis can be subdivided into the level of individual company based on the characteristics for each service industry specified in this study, more practical and useful strategic proposal for the decision maker of the company would be possible. Based on the results of this study, the following will be suggestions for the researches to come: First, in addition to the process quality of the service, a variety of qualities may be required. By adding the psychological costs such as perceived risk to the monetary and time costs, the future studies will be able to provide results more useful for the person in charge on-site. Second, as for the customer satisfaction, the linear cause-effect relationship was hypothesized for the components affecting the customer satisfaction. The discussion for the possibility for an asymmetric relationship between these factors will be able to raise the possibility for the application of the study.

지속가능한 패키지 속성이 지각된 혜택과 구매의도에 미치는 영향

강송은,황조혜 한국상품학회 2019 商品學硏究 Vol.37 No.2

As diverse packaging products and HMR products are released due to the increasing social structure of the first household, the need for sustainable packages has increased as packaging wastes have emerged as the main culprit of environmental pollution. The package is the first thing consumers will encounter when purchasing a product, and the consumer will get information about the product through the package and evaluate the product. The purpose of this study was to examine the impact on perceived benefits of consumers according to products visual appearance and verbal claim, the sustainability cue of the package, and finally to analyze the impact on consumers’ purchasing intention. The results were as follows. First, there is difference of perceived benefits depending on package’s visual appearance. Consumers perceived environmental benefits and health benefits more when the package was ecological-looking. Second, the moderating effect of the verbal sustainability claim was significant in the relation between the visual appearance and the consumers’ perceived benefits. Finally, the perceived environmental and health benefits of consumers were found to have a significant impact on both purchase intentions. Benefits to the environment and personal health of the individual based on the package's visual appearance and verbal claim were found to affect the willingness to purchase eco-friendly products. By applying the sustainability study to the package, this research has been empirically demonstrated through the experimental study how sustainability cues affect the consumer’s decision-making process. The companies that produce eco-friendly products, the product's appearance should clearly indicate the environmental benefits of the product to the consumers. If an entity cannot change the appearance of a product, it must present specific and clear linguistic information so that consumers can appreciate the benefits of consuming the product and ultimately increase the purchase of sustainable products. 지속적으로 증가하는 1인가구 등 사회구조의 변화로 인해 이를 겨냥한 다양한 소포장 제품과 HMR제품들이 출시되는 가운데, 최근 포장폐기물이 환경오염의 주범으로 떠오르면서 지속가능한 패키지의 필요성이 점점 더 증가하고 있다. 패키지는 소비자가 제품 구매 시 가장 먼저 마주하는 요소로 소비자들은 패키지를 통해서 제품에 관한 정보를 얻고 제품에 대한 평가를 내리게 된다. 이에 본 연구는 지속가능한 패키지의 시각적 속성인 외관과 언어적 정보에 따라 소비자의 지각된 혜택에 미치는 영향을 살펴보고 최종적으로 소비자의 구매의도에 미치는 영향을 분석하고자 하였다. 본 연구의 실증분석 결과 첫째, 소비자의 지각된 혜택은 패키지의 외관에 따라 차이를 나타냈다. 소비자들은 패키지 외관이 친환경적일수록 환경적 혜택과 건강적 혜택을 높게 지각하였다. 둘째, 패키지 외관과 지각된 혜택의 관계에 있어서 지속가능성 언어적 정보의 조절효과는 환경적 혜택과 건강적 혜택에 유의하게 나타났다. 즉, 소비자들은 일반적으로 보이는 패키지에 구체적인 정보가 제시될 경우 환경과 본인의 건강에 도움이 된다고 지각하는 것으로 나타나 친환경 패키지의 후광효과 또한 입증하였다. 마지막으로 소비자의 지각된 환경적, 건강적 혜택은 구매의도에 모두 유의한 영향을 미치는 것으로 나타났다. 패키지의 외관과 언어적 정보에 따라 지각한 환경에 대한 혜택과 개인의 건강에 대한 혜택은 친환경 제품의 구매의도에 영향을 주는 것으로 나타났다. 본 연구는 지속가능성 연구를 패키지에 적용하여, 지속가능성 단서가 소비자의 구매의사결정과정에 어떠한 영향을 미치는지 실험연구를 통해 실증적으로 입증하였다. 친환경 제품을 생산하는 기업이 제품의 심미적인 부분을 고려하여 일반제품과 외관상의 차이를 두지 않고자 한다면 구체적인 언어적 정보를 함께 제시하는 것이 소비자로 하여금 지속가능한 제품의 구매의도를 증가시킬 수 있을 것이다.

시니어 패션 인플루언서의 유튜브 영상에서 시청자의 지각된 혜택과 반응에 관한 연구

서민정 한국의상디자인학회 2022 한국의상디자인학회지 Vol.24 No.3

The MZ Generation likes watching YouTube videos produced by senior influencers despite the big age gap. In addition, the final goal of collaborative YouTube videos between senior influencers and brands is to increase sales. Accordingly, this study examined this interesting phenomenon and aimed to provide useful insights for creating YouTube videos targeting the MZ generation. This study was divided into two parts. Study 1 explored the viewers’ perceived benefits by looking at the YouTube video comments of a senior fashion influencer, and then classified the perceived benefits into informational, psychological, and hedonic benefits. Study 2 analyzed the relationships among the viewers’ perceived benefits (informational, psychological, hedonic benefits), attitude toward a brand, and behavior intention. Study 2 found that only informational benefits, among the three perceived benefits, enhanced attitudes toward a brand, thereby affecting behavior intention. Based on the results of two sub-studies, this study highlights the importance of informational benefits to maximize the marketing effects employing the collaborative YouTube videos of senior influencers and brands.

스마트워치에 대한 소비자의 혁신저항과 수용의도: 효용·비용 인식에 따른 소비자유형을 중심으로

이진명 ( Jin-myong Lee ),박서니 ( Sunny Park ),나종연 ( Jong-youn Rha ) 한국소비자학회 2017 소비자학연구 Vol.28 No.2

본 연구의 목적은 스마트워치의 효용·비용 요인에 대한 인식을 토대로 소비자집단을 유형화하고, 소비자유형별 선행변수 및 결과변수의 차이를 분석하고, 스마트워치에 대한 소비자의 혁신저항과 수용의도에 영향을 미치는 요인을 규명하는 것이다. 이를 위해 온라인 설문조사를 통해 수집한 20대에서 40대 소비자 총 528명의 응답 자료를 군집분석, 분산분석, 중회귀분석 등을 통해 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 스마트워치 인식에 따라 소비자집단을 유형화한 결과 무관심형(12.7%), 효용중심형(40.7%), 비용중심형(23.1%), 양가형(23.5%)의 네 유형이 도출되었으며, 소비자유형 간 스마트워치효용과 비용에 대한 인식의 유의한 차이가 나타났다. 둘째, 소비자유형별로 소득수준, 기술준비도, 성과모호성, 신제품 출현기대의 유의한 차이가 있는 것으로 조사되었으며, 결과변수인 혁신저항과 수용의도 또한 소비자유형별로 뚜렷한 차이가 나타났다. 셋째, 스마트워치에 대한 소비자의 혁신저항과 수용의도에의 영향요인을 분석한 결과, 기술 혁신성과 신제품 출현기대는 혁신저항을 낮추고 수용의도는 높이며, 반대로 기술 불안감은 혁신저항을 유의하게 높이고 수용의도는 낮추는 요인으로 나타났다. 기술에 대한 불편감과 성과모호성은 수용의도를 높이지는 않으나 혁신저항을 유의하게 높이는 요인으로 확인되었다. 또한 효용중심형에 비해 무관심형과 비용중심형의 혁신저항이 유의하게 높고 수용의도는 유의하게 낮았다. 양가형의 수용의도가 효용중심형보다 유의하게 높은 것으로 나타나 스마트워치의 잠재 수용자로서 양가형 소비자 집단의 중요성이 확인되었다. 본 연구는 스마트워치에 대한 소비자의 긍정적 반응뿐만 아니라 비용 인식, 혁신저항과 같은 부정적 반응을 파악하고 관련 변인들을 이해하는 것을 통해 기술과 소비자에 대한 이론적 논의를 확장하는 것은 물론, 산업적 측면에서 혁신제품의 잠재적 소비자와 세분시장을 이해하는데 기여한다. Smartwatch has received much attention as an innovative new product that connects the next generation of smart phones. This optimistic prospect is still valid, but consumers’ responses to smartwatch are quite different from market expectations. This study amis 1) to derive consumer types based on the perception of benefits and costs of smartwatch, 2) to analyze the differences among consumer types, and 3) to identify factors that affect consumers’ resistance and intention to adopt smartwatches. For this purpose, data was collected using a self-administrated online survey of 528 consumers and analyzed the data through k-means cluster analysis, ANOVA, and multiple regression analysis. The major findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer types according to the levels of perceived benefits and costs of smartwatch: ‘Indifferent type’(12.7%), ‘cost-centered type’(23.1%), ‘benefit-centered type’(40.7%), and ‘Ambivalent type’(23.5%). There was a significant difference in smartwatch benefits and costs perception among the consumer types. Second, antecedent variables including income level, technology readiness (TR), performance ambiguity, and expectation of new product emergence among consumer types were all significantly different. The perception of four sub-dimensions of TR was lowest in the indifferent type and the highest in the ambivalent type. Comparing the cost-centered type with the benefit-centered type, the innovativeness was high in the benefit-centered type, and the discomfort and anxiety were high in the cost-centered type. The performance ambiguity was significantly lower in the benefit-centered type than in the other three types, and the expectation of new product emergence was the lowest in the indifferent type and the highest in the ambivalent type. Third, there was a significant difference in the level of innovation resistance and intention to adopt smartwatch by consumer type. The ambivalent type, which perceives both the benefits and the costs of smartwatch as high, showed low innovation resistance and the highest intention to adopt smartwatch. Fourth, using a multiple regression analysis, this study identified variables that impact the consumers’ innovation resistance and intention to adopt smartwatch. Consumers’ innovativeness and expectation of new product emergence influenced innovation resistance negatively but influenced intention to adopt smartwatch positively. On other hand, technology anxiety influenced innovation resistance positively but influenced intention to adopt smartwatch negatively. Technology discomfort and performance ambiguity only significantly and positively affected consumer resistance to smartwatch. The intention to adopt smartwatch of the ambivalent type was significantly higher than that of the benefit-centered type, indicating the importance of ambivalent consumer group as potential user of smartwatch. This study is different from the previous studies in that it analyzes not only consumers’ positive responses to smartwatch such as perceived benefits and adoption but also negative responses such as perceived costs and innovation resistance, and investigates the relationship between antecedent and outcome variables. This study has the theoretical implications in terms of expanding the discussion on technology and consumers, and has practical implications for contributing to the understanding of potential consumers and subdivision markets of innovative products including smartwatch.