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기술준비도와 소비자 관여도가 혁신제품의 수용과정에 미치는 영향

Effects of Technology Readiness and Consumer Involvement on the Adoption Process of Innovative Products

심현숙|한상린|신유민
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2014.06|상품학연구 (Journal of Product Research)|제32권 제3호|pp. 91-109|DOI 10.36345/kacst.2014.32.3.007

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참고문헌

키워드

수용지각된 용이성혁신제품기술준비도involvementInnovative productAdoption processTechnology readiness소비자 관여도
주제분류경영학

초록

연구목적: 소비자들의 기술수용 과정을 설명하기 위하여 소비자 개인적 차이를 고려하면서 기존의 기술수용모델을 확장하여 분석하고자 하였다. 기존의 기술수용모델에 기술준비도(Parasuraman, 2000) 개념을 접목하여 소비자들의 혁신제품 수용과정을 분석하였다. 연구 설계 및 방법론: 태블릿PC를 혁신제품으로 선정하고 현재 태블릿PC를 사용하고 있지 않은 사람들을 대상으로 구조화된 설문지를 사용한 조사를 실시하였다. Pre-Test를 통하여 설문 문항의 오류를 수정하고 최종 설문지는 주로 서울 소재 20, 30대 및 직장인들을 대상으로 실행되었다. 분석 및 연구 결과: 측정모형 검증과 신뢰성 및 타당성 분석을 거친 후 구조방정식 모형을 사용하여 연구모형과 가설을 테스트 하였다. 기술준비도와 혁신제품에 대한 태도 형성 요인들을 파악한 후에, 기술준비도, 혁신제품에 대한 태도, 혁신제품 사용의도의 관계를 알아보는 실증분석을 했다. 대부분의 연구 가설은 통계적으로 유의한 결과를 보여 체택되었으며 개인적 관여도의 조절효과도 확인할 수 있었다. 시사점 및 연구의 한계점: 기술준비도의 요소 중에서 낙관성, 혁신성과 지각된 즐거움, 지각된 용이성 같은 긍정적인 변수들이 혁신제품에 대한 태도에 미치는 영향이 부정적인 변수들에 비해 큰 것으로 밝혀졌다. 즉, 신기술이나 혁신제품에 대한 긍정적인 감정이 두려움이나 위험 같은 부정적인 감정보다 태도에 미치는 영향력이 크게 나타났으며 따라서 기업들은 낙관성이나 혁신적 성향이 강한 사람들을 강조하는 노력을 해야 할 것이다. 향후 연구방향: 기술준비도와 개인적 관여도 외에도 영향을 미치는 주요한 개인적 특성 변수들이 존재할 수 있으며 예를 들어, Hill et al.(1987)가 자기효능감을 제시했듯이 자기효능감을 기술수용과정에 영향을 미치는 주요 변수로 분석할 수 있을 것이다. 공헌점: 기존의 기술수용모형을 확장하여 소비자들의 기술준비도와 개인적 관여도가 혁신적 제품의 수용 과정에 미치는 영향을 체계적으로 분석하였다는 점에서 본 연구의 의의를 찾을 수 있다.

Abstract

Purpose: The success of innovative products is the major concern for many companies because it will capture the attention of consumers and moreover, it is related to business performance. Among many research models, the Technology Acceptance Model (TAM) by Davis has been commonly used. However, this model was developed simply to explain people’s technology adopting behavior at the work environment; therefore, it is difficult to apply this model to consumers at marketing environment. More specifically, to explain consumers’ technology adopting behavior at the marketing environment, consumers’ individual difference should be considered. Therefore, this study expands the prior model by adding technology readiness and personal involvement variables in order to explain the adoption process of innovative products. Design/methodology/approach: The survey questionnaire was designed based on TAM, Technology readiness, perceived ease of use, perceived usefulness, perceived risk, perceived enjoyment, attitudes toward innovative products, and intention to use innovative products. 223 usable questionnaire responses were used for the data analysis. SPSS and Amos were used for testing reliability, validity and hypotheses. Additionally, in order to confirm the moderating effect of personal involvement, a chi-square test was conducted. Results/findings: First, optimism and innovativeness, which are drivers of TR, have a positive effect on the perceived ease of use. Second, discomfort and insecurity, which are inhibitor of TR, have a negative effect on the perceived ease of use. This result demonstrates that people who have inconvenience and insecure feelings for technology feel that using new technology is difficult. Third, perceived ease of use, perceived usefulness, perceived risk, and perceived enjoyment have significant influences on attitudes toward innovative products. Research implications/limitations: Personal involvement has a moderating effects of perceived usefulness and perceived enjoyment. In other words, when people feel that they have higher involvement in innovative products, the influence of perceived usefulness and perceived enjoyment on attitudes toward innovative products is stronger. Future work/research: Through the results of this study, we confirmed that TR and personal involvement, as consumers’ individual characteristics, are important marketing factors influencing on the adoption process of innovative products. Hence, it would be helpful for firms to analyze the difference between consumers, segmenting the markets, and establishing marketing strategies in the technology-related market. Originality/value: This study has attempted to investigate the impact of technology readiness on consumers’ adoption process of innovative products.

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