• Title/Summary/Keyword: Chasm

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A Study on the Consideration Factors for State-of-the-art Defense Business Orders from Chasm Marketing Perspective (캐즘마케팅 관점으로 바라본 최첨단 무기체계 수주를 위한 고려요소에 관한 연구)

  • Kim, Young-Bok;Kim, Hong-Ki;Lee, Seung-Hee
    • Journal of Digital Convergence
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    • v.14 no.11
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    • pp.81-90
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    • 2016
  • In the civil market, companies launch new products when the acquired innovations are ready, but in defense, customer requests the innovation applied weapon systems. The technology adoption cycle model takes unusual form of market like inverse chasm takes technology inversely. This thesis describes an inverse chasm from the perspective of technology adoption cycle, equipped product model, and technical progress S-curve. As a way to overcome the inverse chasm, considering factors like a self-investment demo model, customer needs, and the temporary chasm expanding phenomenon are derived. And order-effective relationship analysis and chasm marketing strategy are suggested. Especially securing the core technologies and possibility for equipped product by developing self-investment demo model are identified as a good marketing strategy of chasm. This analysis and strategy suggest the policy implications for preemptive advantage of market positioning in the procurement process of defense, discontinuous innovation technology applied on.

How Much Impact do Social Media Make on Chasm and Buyer's Value? : The Information Accessibility and Trust Effect among Adopting Groups (소셜 미디어는 캐즘(Chasm)과 구매 가치에 얼마나 영향을 미치는가? : 채택 집단간 정보력 및 신뢰도 효과)

  • Jung, Byungho;Kwon, Taehyoung
    • Journal of Information Technology Services
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    • v.13 no.1
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    • pp.221-251
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    • 2014
  • 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.

Exploring the Chasm in Smart Watch Market : Q-Method Study of Non-Adopters (스마트워치 시장의 캐즘(Chasm)에 관한 연구 : Q방법을 활용한 혁신수용 사례 분석)

  • Yoon, Sungwon;Lee, Jungwoo;Kim, Su Hyeong;Yoo, Chrong
    • Journal of Information Technology Services
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    • v.18 no.1
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    • pp.27-44
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    • 2019
  • The goal of this study is to find why the consumers are reacting slowly or negatively toward smartwatches. Even though, smartwatches provide useful information such as health care and text message, the market was not growing fast as expected, and seems to be stagnant at this point. Thus, the future market predictions are varied. To find out why this may have happened, a Q-method study using non-adopters was conducted. In order to find out depth explanations from each interviewers, the research team chose the Q method and Q sorting to classify the different reasons for non-adopters. Based on the interview, all participants were clustered with into groups with similar patterns of the answers. The research team classified the interview group to three categories 1) Technology Discontent 2) Service Discontent 3) Indifferent. The research team analyzed each category reasoning and logics. Also the team compared the result to the technology chasm as it was proposed by Rogers (1969) to measure the maturity of the consumers.

A Study on the Strategy for Mainstream Market Entry of New Convergence Products - SMBs concerning (융합 신제품 주류시장 진입 전략에 관한 연구 - 중소기업 중심으로)

  • Kim, Young-Bok
    • Journal of Convergence for Information Technology
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    • v.7 no.2
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    • pp.17-24
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    • 2017
  • As the fourth industrial revolution era, lots of new convergence products are being launched but most of them are disappearing due to intense competition. In particular, small and medium-sized businesses(SMBs) don't have a lot of management capabilities, so they focus on performance and quality rather than considering specific marketing strategies when planning a product. However, if the strategy isn't included when new convergence products are planned, it can be difficult to enter the initial market and mainstream market. In this paper, we examined the risk factors that may occur in the process of transition from the initial market to the mainstream market, from chasm marketing perspective. Through this analysis, to launch new convergence product and go beyond chasm at the same time, we have analyzed the chasm marketing and social network perspective, and then suggested four marketing strategies. When SMBs make new convergence product enter into mainstream market, these marketing strategies will be favorable to them which want to position at the dominant advantage of the market in the fierce competition.

A Study on Ways to Relieve User's Anxiety Caused by Simplification of Easy Money Transfer Service (간편송금 서비스 간소화에 따른 사용자의 불안감 해소방안 연구)

  • Kim, So-Young;Kim, Seung-In
    • Journal of Digital Convergence
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    • v.20 no.1
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    • pp.293-299
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    • 2022
  • The purpose of study is to relieve the users' anxiety caused by the simplification of the easy money transfer service. With the development of technology, financial services are being simplified, but on the contrary, the chasm occurs. The study was conducted in two rounds. First, based on UTAUT, the perception of the service and the willingness to accept the technology were investigated through a questionnaire. Second, after presenting the tracking function of the remittance situation derived through the heuristic method, in-depth interviews were conducted on reliability and intention to continue using it. As the result, it was found that the clear feedback had a positive effect on relieving users' anxiety. It is expected that studies approaching the chasm from the point of view of design will be actively conducted.

A Study on the Expansion of Secondary Battery Manufacturing Technology through the Scale of V4 and Energy Platform (V4와 에너지 플랫폼 규모화를 통한 2차 전지 제조 기술 확대 방안)

  • Seo, Dae-Sung
    • Journal of Industrial Convergence
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    • v.20 no.10
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    • pp.87-94
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    • 2022
  • This paper seeks to raise inflection points of battery manufacturing bases in Korea in the V4 region through the reorganization of new industrial technologies in accordance with ESG. As a result, the global supply chain market is cut off. The Russian-Ukraine war and the U.S.-China hegemony are competing in the economic crisis caused by COVID-19. It is showing diversification of new suppliers in an environment where mineral, grain procurement, gas, and even wheat imports from China and Russia are not possible. As a protective glocal, this area is used as a buffer zone(Pro-Russia, Hungary). to an isolated zone(anti-Russia, Poland) by war. In this paper, economic growth is expected to slow further due to the EU tapering period and high inflation in world countries. Due to these changes, the conversion of new tech industry and the contraction of Germany's structure due to energy supply may lose the driving force for economic growth over the past 20 years. This is caused by market disconnection(chasm) in the nominal indicators in this area. On the other hand, Korea should actively develop into the V4 area as an energy generation export (nuclear and electric hydrogen generation) area as a bypass development supply area due to the imbalance in the supply chain of rare earth materials that combines AI. By linking this industry, the energy platform can be scaled up and reliable supply technology (next generation BT, recycling technology) in diversification can be formed in countries around the world. This paper proves that in order to overcome the market chasm caused by the industries connection, new energy development and platform size can be achieved and reliable supply technology (next-generation battery and recycling technology, Low-cost LFP) can be diversified in each country.

A Study on Metaverse Hype for Sustainable Growth

  • Lee, Jee Young
    • International journal of advanced smart convergence
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    • v.10 no.3
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    • pp.72-80
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    • 2021
  • Metaverse is an immersive 3D virtual environment, a true virtual artificial community in which avatars act as the user's alter ego and interact with each other. If we do not manage the hype for the metaverse, which has recently been receiving a surge in interest, the metaverse will fail to cross the chasm. In this study, to provide stakeholders with insights for the successful introduction and growth of the 3D immersive next-generation virtual world, metaverse, we analyzed user-side interest, media-side interest, and research-side interest. For this purpose, in this study, search traffic, news frequency and topic, and research article frequency and topic were analyzed. The methodology and results of this study are expected to provide insight for the stable success of metaverse transformation and the coexistence of the real world and the virtual world through hyper-connection and hyper-convergence.

Customer Model Analysis for UCC Knowledge Sharing Service : A Case (UCC 지식 동영상 공유 서비스의 고객 모델 분석 사례)

  • Yoon, Eun-Jung;Lee, Kyoung-Jun
    • Journal of Intelligence and Information Systems
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    • v.15 no.1
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    • pp.15-30
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    • 2009
  • As knowledge is now being distributed and shared through the Internet not only in the form of text but also in that of video, UCC (User Created Content) knowledge video sharing services have emerged on the Internet such as Instructables.com. This paper deals with a UCC knowledge video service in real world and reports the case of analyzing its customer model. The knowledge video sharing service can be considered as both a kind of discontinuous innovation, which requires knowledge provider's technical ability of creating and editing UCC video, and a value network, which matches UCC providers and consumers therefore brings network effect, we first adopt the Chasm theory as the base of the customer model and refine the customer model referencing the Technographics, which is also an Internet-refinement of the Chasm model. Finally, non-customer analysis of Blue Ocean strategy is applied for exploring potential customers of the service.

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A study on the digital textbook acceptance by application of Chasm Theory and Technology Acceptance Model (캐즘이론과 정보기술수용모형을 적용한 디지털 교과서 수용 연구)

  • Suh, Soon-Shik;Yun, Han-Gi
    • The Journal of Korean Association of Computer Education
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    • v.14 no.4
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    • pp.33-41
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    • 2011
  • This study was conducted to identify factors that influenced teachers' adoption of digital textbooks and causal relationships among the factors identified. Chasm theory was used in developing strategies for adoption of digital textbooks that consider teachers' innovativeness. This study also employed the information technology adoption model of Davis (1989) that illustrates decision making processes for the adoption of instructional media such as digital textbooks. Based on these two theories, a measurement instrument measuring teachers' innovativeness, perceived usefulness, perceived ease of use, and intention of use was developed and validated through a series of reliability and validity tests. Causal relationships among the factors were examined using structural equation modeling. The result indicated that: a) perceived ease of use had a directional effect on perceived usefulness and an indirect effect on intention of use; and b) perceived usefulness had a direct effect on intention of use. Implications of this finding are discussed especially for the efforts in developing strategies for teachers' adoption of digital textbook. For example, when digital textbooks are introduced into public schools, teachers' perception of the usefulness of digital textbooks, beyond just ease of use, should be considered.

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Exploring Determinants of Smartwatch Diffusion Using a Value Adoption Model (가치수용 모델을 활용한 스마트워치 확산 결정요인 분석)

  • Song, Geunhye;Park, Jong-Hyun;Lee, Seungmin
    • Journal of Korea Technology Innovation Society
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    • v.21 no.2
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    • pp.684-714
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    • 2018
  • Contrary to predictions, the market diffusion of smartwatch is proceeding slowly. Smartwatch companies should pursue new strategies to overcome this so-called chasm; however, little is known about smartwatch attributes valuable for target consumers. This study investigates beneficial and sacrificial features influencing overall perceived value of smartwatch, which in turn affects usage intention, and considers moderating effect of personal innovativeness. A total of 323 usable data were analysed using partial least squares. The results show that two benefits (utilitarian and hedonic) and three sacrifices (usability, performance, and finance) significantly impact on usage intention via perceived value. A significant effect of personal innovativeness as a moderator is also observed. Interestingly, the influence of social benefits on perceived value is not supported, which means strengthening image improvement strategies might not be appropriate for the diffusion. In order to overcome the chasm, suitable strategies should be used, and focusing on consumers who are highly innovative are strongly recommended.