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정보통신시장에서 소비자혁신성 부문(domain)에 대한 실증연구

The Empirical Study on the Domain of Consumer Innovativeness in Information and Communication Market

김용철|주영혁
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2006.12|상품학연구 (Journal of Product Research)|제24권 제3호|pp. 23-56

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주제분류경영학

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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.

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