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혁신제품의 가치적합성이 관계품질과 수용의도에 미치는 영향: 얼리어답터 성향에 의한 조절효과를 중심으로

The Effects of Innovative Products’ Value Congruence on Relationship Quality and Acceptance Intention: With a focus on mediating effects by the tendency of early adopters

김정희|김형길|김미성
한국소비문화학회|2013.06|소비문화연구 (Journal of Consumption Culture)|제16권 제2호|pp. 201-227|DOI 10.17053/jcc.2013.16.2.009

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참고문헌

키워드

수용의도관계품질value congruence혁신제품가치적합성relationship quality얼리어답터innovative productsadoptive intentionearly adopters

초록

본 연구는 소비자와 혁신제품과의 가치적합성이 소비자와 혁신제품과의 관계품질과 소비자의 혁신제품에 대한 수용의도에 미치는 영향을 분석하며, 소비자의 얼리어답터 성향에 따라, 이들 간의 관계를 체계적으로 변화시키는지를 분석하였다. 이를 위해 이론적 배경으로부터 경로모형을 개발하고 가설을 도출하고, 설문조사를 통해 실증분석을 하였다. 실증분석 결과 및 전략적 시사점은 다음과 같이 요약된다. 첫째, 소비자와 혁신제품과의 가치적합성은 소비자와 혁신제품과의 관계품질에 정(+)의 영향을 미친다. 둘째, 소비자의 혁신제품에 대한 신뢰는 소비자의 혁신제품에 대한 몰입과 만족에 각각 정(+)의 영향을 미친다. 셋째, 소비자와 혁신제품과의 관계품질은 소비자의 혁신제품에 대한 수용의도에 정(+)의 영향을 미친다. 넷째, 소비자와 혁신제품과의 가치적합성이 소비자의 혁신제품에 대한 수용의도에 미치는 정(+)의 영향은 소비자의 얼리어답터 성향에 의해 부분적으로 유의한 조절효과가 있는 것으로 분석되었다. 이와 같은 결과는 소비자는 얼리어답터 성향에 따라 혁신제품과의 가치적합성의 정도를 다르게 인식하며, 수용의도에 상이한 영향을 줄 수 있음을 의미한다. 따라서 혁신제품을 생산하는 기업은 소비자들이 추구하는 가치와 혁신제품이 추구하는 가치의 일치점을 찾을 수 있는 다양한 방법을 마련해야 한다.

Abstract

This study set out to analyze the effects of value congruence between consumers and innovativeproducts on consumers’ intention to accept innovative products and search for ways to increasetheir intention to accept innovative products. The investigator developed a path model from thetheoretical background, set hypotheses, and conducted empirical analysis through a survey. The results of empirical analysis can be summarized as follows: First, the value congruencebetween consumers and innovative products had positive(+) impacts on consumers' satisfactionwith innovative products and relationship quality. Second, consumers' trust in innovative productshad positive(+) influences on their commitment and satisfaction with them. Third, relationshipquality between consumers and innovative products had positive(+) effects on their intentionto accept them and the biggest effects on their satisfaction with them, which was followed bycommitment and trust in the order. Finally, the positive(+) influences that value congruencebetween consumers and innovative products had on their intention accept them turned out tohave partially significant mediating effects by their tendency as early adopters. Those resultssuggest that the companies need to maintain cooperative relationships between their innovativeproducts and consumers in order to increase their intention to accept innovative products.

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