기존 상품에 대한 지각된 유사성 및 이용행동이융합상품 수용의도에 미치는 영향- 통신시장의 휴대인터넷을 중심으로 -
The Effect of Perceived Similarity and Usage Behaviorof Component Products on Adoption Intentionsof Convergence Product- Focused on Wibro in Telecommunication Market
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정보통신시장에서는 관련 기술의 비약적인 발전으로 인해 다양한 융합상품들이 출시되고 있다. 특 히 통신시장에서 2.3GHz 주파수 대역을 이용한 휴대인터넷은 기존 유선인터넷과 무선인터넷의 한계 를 극복하는 매력적인 혁신상품으로 많은 관심을 받고 있다. 본 연구는 통신시장 융합상품으로서 휴 대인터넷의 수용에의 영향요인으로서 기존의 마케팅에서의 혁신수용 연구와는 달리 융합상품의 특성 을 고려하여 기존 상품과 융합상품과의 관련성 및 기존 상품 이용행동에 대한 변수를 독립변수로 사 용하였다. 구체적으로 유선 또는 무선인터넷과 휴대인터넷의 지각된 유사성(perceived similarity)과 유선 또는 무선인터넷 이용행동(이용여부, 이용정도 및 이용내용)을 중심으로 휴대인터넷의 수용의도 에 관한 실증연구를 수행하였다. 연구 결과 혁신적인 융합상품인 휴대인터넷에 대하여 이용자들은 유선 또는 무선인터넷과 유사하 다고 지각할수록 수용의도가 유의적으로 증가하는 것으로 나타나고 있어 휴대인터넷이 기존 유선 또 는 무선인터넷의 대체재가 될 가능성이 높음을 시사하고 있다. 특히 이러한 영향은 무선인터넷과 휴 대인터넷과의 관계에서 더욱 높은 것으로 나타나고 있다. 또한 기존 상품에 대한 다양한 이용행동의 차이는 휴대인터넷 수용의도에 부분적으로 유의적인 영향을 미치는 것으로 나타나고 있는데 이러한 영향은 기존 상품 이용에 대한 세분시장별로 서로 다른 것으로 나타나고 있다. 이러한 결과를 통해서 휴대인터넷과 유선 또는 무선인터넷과의 경쟁관계 규명 및 사업자의 마케팅 전략수립에 대한 다양한 실무적 시사점이 도출되었다.
Abstract
As innovative products with information technology and convergence products of wired Internet and wireless Internet, a new mobile broadband Internet called Wibro is getting attention from firms in telecommunication market these days. This study examines the effect of perceived similarity between wired(and wireless) Internet and Wibro and usage behaviors(usage, usage volume, and usage behavior) of wired(and wireless) Internet on Wibro adoption intentions. This approach differentiates the existing innovation adoption related literature and expands the convergence product related literature. The results of the study reveal that adoption intentions of Wibro is affected by perceived similarity between Wibro and wired(and wireless) Internet and the perceived similarity with wireless Internet has a greater influence on Wirbro adoption intentions than that of wired Internet. This suggests that Wibro could be a greater potential substitute of wireless Internet than that of wired Internet. Additionally, this research find that Wibro adoption intentions are influenced by usage behaviors of wired(and wireless) Internet and this influence is different across customer segments based on usage. Implications for telecommunication firms and future research are discussed.
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