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하이테크 신제품 수용의 2차원 연구 - 스마트폰의 제품과 애플리케이션 유용성 기대를 중심으로-

A Study on Two-Dimensional Analysis with the Acceptance of High-Tech New Product - Focusing on Smart-Phone’s Usefulness Expectancy referring to Product and Application -

임양환
(사)디지털산업정보학회 (The Korea Society of Digital Industry and Information Management)|2011.09|(사)디지털산업정보학회 논문지 (Journal of the Korea Society of Digital Industry and Information Management)|제7권 제3호|pp. 151-162

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키워드

ApplicationKnowledgeAcceptanceUsefulness ExpectancyHigh-tech New Product

초록

This study defined acceptance of high-tech new product as user’s active using the product such as utilizing application software rather than purchasing it. As exploring factors to effect on customer’s acceptance, usefulness expectancy was examined from product side and application side. When investigating the exogenous variables to influence on usefulness expectancy from the product side, customer’s product knowledge and social influences are put forward to support the hypothesis. From the application side, customer’s knowledge about the application and its trust are put to explain usefulness expectancy of the application. Smart phone users were good subjects for this study and most hypotheses were tested using structural equation model and the results are followings. First usefulness expectancy of the product and of application significantly effect on customer’s intention to use high-tech new product and also usefulness expectancy of the product positively effects on which of the application. Second customer’s perceived knowledge about the product and social influences impact usefulness expectancy of the product. But third customer’s perceived trust toward application didn’t any positive impact usefulness expectancy of the application. Through the result, there will be several implications. First, from both of side; product and application,customer’s usefulness expectancy should be satisfied to be successful in high-tech products market. Second, customer should be leant about advantages of the product and knowledge about the application as well, and then trigger their usefulness expectancy.

Abstract

This study defined acceptance of high-tech new product as user’s active using the product such as utilizing application software rather than purchasing it. As exploring factors to effect on customer’s acceptance, usefulness expectancy was examined from product side and application side. When investigating the exogenous variables to influence on usefulness expectancy from the product side, customer’s product knowledge and social influences are put forward to support the hypothesis. From the application side, customer’s knowledge about the application and its trust are put to explain usefulness expectancy of the application. Smart phone users were good subjects for this study and most hypotheses were tested using structural equation model and the results are followings. First usefulness expectancy of the product and of application significantly effect on customer’s intention to use high-tech new product and also usefulness expectancy of the product positively effects on which of the application. Second customer’s perceived knowledge about the product and social influences impact usefulness expectancy of the product. But third customer’s perceived trust toward application didn’t any positive impact usefulness expectancy of the application. Through the result, there will be several implications. First, from both of side; product and application,customer’s usefulness expectancy should be satisfied to be successful in high-tech products market. Second, customer should be leant about advantages of the product and knowledge about the application as well, and then trigger their usefulness expectancy.

참고문헌 (28)

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