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얼리어답터를 식별하기 위한 측정척도의 개발

Developing Measurement Scales for Identifying Early Adopters

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키워드

주제분류경영학

초록

본 연구는 주관적인 평가방법으로 소비자를 5개 혁신층으로 나눌 수 있는지를 살펴본 후 그 중 얼리어답터를 식별 하였고 얼리어답터의 비율을 알아보았다. 기존의 DSI척도가 혁신그룹과 비혁신그룹으로 밖에 나눌 수 없다는 한계를 벋어나 혁신이론의 선두주자인 Rogers(1962)가 주장한 소비자의 5개 혁신층을 식별할 수 있는 척도를 개발하였다. 소비자 혁신층을 소비자 혁신그룹으로 구분 할 수 있는 DSI척도와 신제품을 채택하는데 중요한 변수인 규범적 대인관계 변수로 타당성을 측정하였다. 연구 결과 본연구의 척도는 소비자를 혁신성에 의해 5개 그룹으로 잘 나눌 수 있었고 정확도는 91%가 넘었다. 또한 DSI척도와 규범적 대인관계에 의하여 5개 그룹으로 잘 나누어져 있다는 것을 확인하였고 마지막에 본 연구의 한계점과 학문적 기여, 실증적 기여를 제시하였다.

Abstract

This study first identified early adopters among five consumer groups and found out ratio of this group. Overcoming the limitation of current DSI scales that they only distinguish between innovative groups and non-innovative groups , we developed measurement scales for identifying early adopters. We validated our measurement scales by using DSI scales and inter-personal scales. Our results show five consumer groups as Rogers suggested and accuracy ratio of classification is 91%. Finally we suggest limitation of our results and academic and managerial implications.

참고문헌 (30)

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