컨버전스 제품의 사용확산 및 재수용에 영향을 미치는 N 세대 소비자의 혁신성 및 준거집단 순응성의 영향 = Effects of Consumer Innovativeness and Reference Group Compliance on Use-Diffusion and Brand Re-adoption of a Convergence Product

국문 초록 (Abstract)

본 연구는 특히 N세대 집단(고등학생 및 대학생)에 대한 휴대폰 단말기에 대한 사용확산 과정을 조사함으로써 이러한 준거집단에 순응성에 의해 학습된 혁신성이 사용확산을 통해 만족 및 재수용에 영향을 미칠 수 있다는 것을 검증하였다. 본 연구는 수용의 본질에 대한 연구 없이 확산 과정을 이해하기 힘들며 이러한 확산 과정을 완성하기 위해서는 역시 사용 확산과정에 대한 연구가 필요하다는 것을 지적하고 사용확산의 프레임웍을 구축하였다.
연구결과 준거집단 순응성은 사용 혁신성, 정보혁신성에 확실히 강한 영향을 미쳐 사용을 확산시킴을 알 수 있었다. 결국, 준거집단 순응성이 높다는 것은 관계목적에 의하여 소비자의 학습을 유도하여 N세대 소비자들을 기술제품에 상대적으로 혁신적이게 할 수 있다는 이론적 시사점을 가지게 된다고 볼 수 있다. 또한, 본 연구는 소비자의 혁신성이 제품의 사용-확산을 도모할 수 있다는 결과를 제시하였으며 사용 확산은 소비자의 만족 및 재수용 그리고 기술의 영향력을 높게 평가하게 해서 기술의 중요성을 높게 지각하게 하게 한다는 것을 주장하고 있다.

다국어 초록 (Multilingual Abstract)

In the field of marketing, research on new product diffusion has traditionally focused on the adoption perspective. Researchers label this the adoption-diffusion(AD) paradigm, which examines the process by which an innovation reaches a critical mass of adopters, the diffusion is accelerated, and innovation is considered successful. Recently, researchers have pointed out limitations of the AD model, stating that though diffusion processes cannot be understood without studying the nature of adoption, to complete the diffusion story, the use-diffusion(UD) processes also need to be examined. This is especially true of some consumer technologies for which their complexity and evolving nature indicate that the trajectory and time scale of diffusion can be quite prolonged. This study focuses on the fast moving technological innovation like cellular phones and data collected from 209 student(high school and university).
The models in this study include constructs like use innovativeness, information innovativeness, compliance of reference group, use diffusion, satisfaction, repurchase intention and technological impact and test the casual relation. The results are as follows: (1) compliance of reference group influenced use innovativeness, information innovativeness, but didn't influence use diffusion, (2) consumer innovativeness affect a variety of use and satisfaction, but information innovativeness didn't influence satisfaction, (3) use diffusion has strong relationship with technological impact, satisfaction, and repurchase intention, (4) satisfaction affect use rate and repurchase intention.

목차 (Table of Contents)

• Ⅰ. 문제제기 및 연구목적
• Ⅱ. 혁신의 사용확산에 대한 이론적 고찰 및 가설설정
• Ⅲ. 가설검증
• Ⅳ. 결론 및 연구제언
• 참고문헌
• Abstract

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