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http://dx.doi.org/10.9716/KITS.2014.13.1.221

How Much Impact do Social Media Make on Chasm and Buyer's Value? : The Information Accessibility and Trust Effect among Adopting Groups  

Jung, Byungho (한국외국어대학교 경영정보학과)
Kwon, Taehyoung (한국외국어대학교 경영정보학과)
Publication Information
Journal of Information Technology Services / v.13, no.1, 2014 , pp. 221-251 More about this Journal
Abstract
This paper is to investigate the degree of impact of social media use on buyer's value. Buyers of innovative digital devise are classified into three groups based on adopting behaviors. This study focuses on the degree of changes in information accessability and trust, and their associations with increased value perceived in resulting quality life. The result shows the gap in information accessability has disappeared while the one in trust remained. This implies that the gap among adopters in diffusion curve, so-called the chasm notion is very likely to be lessened or disappeared due to social network openness. Also, shown are the relationship of these variables with the degree of purchase value more stable with information accessability than with trust, all in varying patterns though. It implies that information sharing through social media be accompanied with source credibility in order to be of more value not only to buyers but also to sellers especially for new interactive devices.
Keywords
Chasm; Innovation; Knowledge Sharing; Trust; Social Media;
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