가격인하와 품질저하의 생산원산지이동 효과가 소비자 구매의도에 미치는 영향-기술집약도 및 상표친숙도의 상호작용상황을 중심으로-

Abstract

The Empirical Study on the Domain of Consumer Innovativeness in Information and Communication Market- The Difference Between End User and Business User -Joo, Young-Hyuck*Kim, Yong-Cheol**It is generally said that innovators in one product category may be also innovators in another product category in information and communication(IC) industry. The general objective of this research was to examine if differing groups of customers in IC market have the different size of the domains of consumer innovativeness. This research investigated empirically the relationship between adoptions of innovative products(One Phone, Wireless LAN, Home Networking, Telematics) in IC industry. For the purpose of the study, consumers were categorized as end users and business users based on the purchase purpose(consumer product vs. business product) and adoption was divided by adoption intention and adoption timing. Predictions were tested using survey data to end users(n=800) and business users(small firm and outdoor salesperson, respectively n=200). Results show that 1) in case of end users, adoption of Home Networking is influenced by adoption of One Phone and Wireless LAN, and adoption of Telematics is also influenced by adoption of One Phone and Wireless LAN, 2) in case of business users, adoption of both Home Networking and Telematics is influenced by adoption of adoption of Wireless LAN, but not by adoption of One Phone. This means that the domain of business user innovativess is much smaller than that of end user innovativeness. The results of adoption timing were similar to those of adoption intention.