Effects of technology readiness on prosumer attitude and eWOM
1
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
In today’s technology-based market environment, consumers sometimes produce a product idea or innovation to use by themselves in order to fulfill their needs and they are called ‘Prosumers’ (Toffler, 1980). According to the ‘Diffusion of Innovation Theory’, innovation is relevant to technological growth, and consumers who have a positive view of new technology have a tendency to be innovators (Rogers, 1995). How much are the consumers ready for new technology? We tried to use the concept of Technology Readiness Index (TRI) to explain the antecedent factors of prosumer attitude and electronic Word-of-Mouth (eWOM). In this article, we attempt to conceptualize prosumer, whether a consumer’s positive or negative view of technology has an effect on attitudes to become a prosumer, and show that prosumer’s attitude can be related to eWOM which is one of the consumer’s practical activities in today’s market environment. The goals of this article are as follows: (ⅰ) to conceptualize prosumer, the authors select constructs from previous literature studied by similar groups such as opinion leader, innovator, early adopter and DIY consumer, (ⅱ) to investigate the effect of consumer’s Technology Readiness Index(TRI) on the prosumer’s attitude, (ⅲ) to explain the effect of prosumer’s attitude on the eWOM. In conclusion of this study, the authors suggest the managerial implications and future direction of the study.
Abstract
In today’s technology-based market environment, consumers sometimes produce a product idea or innovation to use by themselves in order to fulfill their needs and they are called ‘Prosumers’ (Toffler, 1980). According to the ‘Diffusion of Innovation Theory’, innovation is relevant to technological growth, and consumers who have a positive view of new technology have a tendency to be innovators (Rogers, 1995). How much are the consumers ready for new technology? We tried to use the concept of Technology Readiness Index (TRI) to explain the antecedent factors of prosumer attitude and electronic Word-of-Mouth (eWOM). In this article, we attempt to conceptualize prosumer, whether a consumer’s positive or negative view of technology has an effect on attitudes to become a prosumer, and show that prosumer’s attitude can be related to eWOM which is one of the consumer’s practical activities in today’s market environment. The goals of this article are as follows: (ⅰ) to conceptualize prosumer, the authors select constructs from previous literature studied by similar groups such as opinion leader, innovator, early adopter and DIY consumer, (ⅱ) to investigate the effect of consumer’s Technology Readiness Index(TRI) on the prosumer’s attitude, (ⅲ) to explain the effect of prosumer’s attitude on the eWOM. In conclusion of this study, the authors suggest the managerial implications and future direction of the study.
참고문헌 (50)
- Achrol, R. S., "Evolution of the marketing organization : New forms for turbulent environments", Journal of Marketing, 55, pp.77~93 (1991)
- Bandura, A., "Self-efficacy: Toward a unifying theory of behavioral change", Psychological Review, 84, pp.191~215 (1977)[DOI]
- Bandura, A., "Perceived self-efficacy in cognitive development and functioning", Educational Psychologist, 28, pp.117~148 (1993)[DOI]
- Bansal, H. S., "Word-of-mouth processes within a services purchase decision context", Journal of Service Research, 3, pp.166~177 (2000)[DOI]
- Bendapodi, N., "Psychological implications of customer participation in co-production", Journal of Marketing, 67, pp.14~28 (2003)
- Berthon, P., "Beyond market orientation : A conceptualization of market evolution", Journal of Interactive Marketing, 14, pp.50~66 (2000)
- Bettencourt, L. A., "Customer voluntary performance: customers as partners in service delivery", Journal of Retailing, 73, pp.383~406 (1997)[DOI]
- Bontempo, R., "Compliance and value internalization in Brazil and the U.S.: Effects of allocentrism and anonymity", Journal of Cross-Cultural Psychology, 21, pp.200~213 (1990)[DOI]
- Brown, J., "Word of mouth communication within online communities: Conceptualizing the online social network", Journal of Interactive Marketing, 21, pp.2~20 (2007)[DOI]
- Brown, J. J., "Social ties and word-of-mouth referral behavior", Journal of Consumer Research, 14, pp.350~362 (1987)
- Cermak, D. S. P., "customer participation in service specification and delivery", Journal of Applied Business Research, 10, pp.90~97 (1994)
- "2005"
- Chan, K. K., "Characteristics of the opinion leader : A new dimension", Journal of Advertising, 19, pp.53~60 (1990)
- Choi, N., "Effects of word-of-mouth information and self-efficacy on information dependency", Journal of Consumer Studies, 12, pp.55~78 (2001)
- Colby, C., "Ready or not? What consumer really think about technology", 2000 International CES (2000)
- Coleman, J. S., "Medical innovation: A diffusion study" (1966), Bobbs-Merrill
- Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, 13, pp.319~340 (1989)
- Engel, J. F., "Word-of-mouth communication by the innovator", Journal of Marketing, 33, pp.15~19 (1969)
- Gist, M. E., "Self-efficacy : A theoretical analysis of its determinants and malleability", Academy of Management Review, 17, pp.183~211 (1992)
- Goodman, E., "Time bandits in the machine age", Chicago Tribune, Tempo section, 10 (1998)
- Harrison-Walker, L. J., "The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents", Journal of Service Research, 4, pp.60~75 (2001)[DOI]
- Henning-Thurau, T. H., "Electronic word-ofmouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?", Journal of Interactive Marketing, 18, pp.38~52 (2004)[DOI]
- Hirschman, E. C., "Innovativeness, novelty seeking, and consumer creativity", Journal of Consumer Research, 7, pp.283~295 (1980)
- Hoffman, D. L., "Marketing in hypermedia computer-mediated environments: Conceptual foundations", Journal of Marketing, 60, pp.50~68 (1996)
- Huber, G. P., "The nature and design of post-industrial organizations", Management Science, 30, pp.928~951 (1984)[DOI]
- Hui, C. H., "Individualism-collectivism: A study of cross-cultural researchers", Journal of Cross-Cultural Psychology, 17, pp.225~248 (1986)[DOI]
- Jasper, C. R., "Consumers’ perception of risk and the purchase of apparel from catalogs", Journal of Direct Marketing, 8, pp.23~36 (1994)[DOI]
- Juttner, U., "Relationship marketing from a value system perspective", International Journal of Service Industry Management, 14, pp.420~435 (1994)[DOI]
- Katz, E., "Personal influence" (1955), Free Press
- Identifying, knowing, and retaining your customers, "Konczal, J.", An IBM Company, ~, pp.Sterling Commerce White Paper (2008)
- Lam, S. Y., "The effects of the dimensions of technology readiness on technology acceptance: An empirical analysis", Journal of Interactive Marketing, 22, pp.19~39 (2008)[DOI]
- Guoxin Li, "Electronic Word-of-Mouth in B2C Virtual Communities:An Empirical Study from ctrip.com", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(3), pp.262~268 (2010), 한국마케팅과학회
- Maslach, C., "Individuation: Conceptual analysis and assessment", Journal of Personality and Social Psychology, 49, pp.729~738 (1985)[DOI]
- Mick, D. G., "Paradoxes of technology : Consumer cognizance, emotions, and coping strategies", Journal of Consumer Research, 25, pp.123~143 (1998)
- Mills, P. K., "Clients as partial employees of service organizations : Role development in client participation", Academy of Management Review, 11, pp.726~735 (1986)
- Parasuraman, A., "Technology Readiness Index (TRI): A multiple-item scale to measure readiness to embrace new technologies", Journal of Service Research, 2, pp.307~320 (2000)[DOI]
- Qualls, W., "Shortening of the PLC : An empirical test", Journal of Marketing, 45, pp.76~81 (1981)
- Riggs, M. L., "The impact of perceived group success-failure on motivational beliefs and attitudes: A causal model", Journal of Applied Psychology, 79, pp.755~766 (1994)[DOI]
- Rogers, E. M., "Diffusion of innovations(4th ed.)" (1995), The Free Press
- Schwarzer, R., "The assessment of optimistic self-beliefs : Comparison of the German, Spanish, and Chinese versions of the general self-efficacy scale", Applied Psychology, 46, pp.69~88 (1997)
- Solomon, M., "A role theory perspective on dyadic interactions: The service encounter", Journal of Marketing, 49(Winter), pp.99~111 (1985)
- Sood, A., "Technological evolution and radical innovation", Journal of Marketing, 69, pp.152~168 (2005)
- Tabachnick, B. G., "Using multivariate statistics(3rd ed.)" (1996), HarperCollins
- Toffler, A., "The third wave" (1980), Random House
- Toffler, A., "Revolutionary wealth" (2006), Random House
- Williams, C., "A lifestyle choice? Evaluating the motives of Do-It-Yourself(DIY)consumers", International Journal of Retail & Distribution Management, 32, pp.270~278 (2004)
- Winner, L., "Autonomous technology" (1977), MIT Press
- 윤성준, "Experiential approach to the determinants of online word-of-mouth behavior", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(3), pp.218~234 (2012), 한국마케팅과학회[DOI]
- Youngdahl, W. E., "The relationship between service customers’ quality assurance behaviors, satisfaction, and effort: A cost of quality perspective", Journal of Operations Management, 15, pp.19~32 (1997)[DOI]
- Ziller, R. C., "Individuation and socialization: A theory of assimilation in large organizations", Human Relations, 17, pp.341~360 (1964)[DOI]