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http://dx.doi.org/10.5859/KAIS.2018.27.4.167

The Effect of Technology Infringement on Consumer's Attitude Change Depending on Brand Reputation: Focusing on the Under-dog Effect of Weak Brand  

Kim, Keon-Woo (국민대학교 BIT 전문대학원)
Park, Do-Hyung (국민대학교 경영정보학부)
Publication Information
The Journal of Information Systems / v.27, no.4, 2018 , pp. 167-187 More about this Journal
Abstract
Purpose The purpose of this study is to confirm the factors for explaining the consumer behavior when occur patent litigation and technology infringement of each conditions which are brand reputation gap, technology importance and technology leakage attribution based on the Attribution Theory. Design/methodology/approach This study made a design of the research model by 2x2x2 factorial design deducted and performed 3-way ANOVA then analyzed 2-way AVOVA with brand reputation gap as center from technology importance and technology leakage attribution on the basis of the Attribution Theory. Findings According to the empirical analysis result, this study confirmed that consumer attitude has no difference regardless of technology leakage attribution when top-dog vs. under-dog situation and top-dog vs. top-dog situation. Also, this study confirmed that when under-dog infringe important technology, consumer show more positive attitude than the other. On the other hand, top-dog infringe important technology, consumer show more negative attitude than the other.
Keywords
Information Processing; Attribution Theory; Under-dog Effect; Patent Litigation; Technology Infringement; Privacy Control;
Citations & Related Records
Times Cited By KSCI : 10  (Citation Analysis)
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