• Asia Marketing Journal
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• 제8권3호
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• pp.1-11
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• 2006

Bass의 확산모형은 대중매체와 구전(口傳)이라는 두 형태의 의사전달경로를 가정하고 있다. 본 논문은 대중매체 의사전달경로를 첫 번째 의사전달경로 보고 있다. 구전 경로에서는 혁신의 수용자와 비수용자간의 상호작용이 일어난다. 본 논문은 이 구전 경로를 두 번째 의사전달경로로 보고 있다. 그러나 현실에서는 혁신을 알고 있지 못하는 비수용자는 혁신을 알고 있는 비수용자와의 상호작용을 통해 영향을 받을 수 있다. 본 논문에서는 이를 두 번째 의사전달경로와 차별화하기 위하여 세 번째 의사전달경로로 보았다. 본 논문은 세 번째 의사전달경로가 확산과정에 미치는 영향을 분석하였다. 세 번째 의사전달경로가 확산과정에 포함되면 블록버스터영화의 흥행 수입 형태와 같은 지수적 성장 형태도 확산의 한 형태로 유도될 수 있음을 본 논문에서 보이고 있다.

• 지식경영연구
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• 제9권3호
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• pp.59-76
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• 2008

Due to rapid increase in number of Internet users, the volume of domestic Internet shopping is expanding dramatically. Although the Internet shopping mall business is steadily growing, it has structural weakness, and in general, the business does not generate profit. In this context, this research identifies characteristics of the Internet shopping non-adopters, and suggests strategies to strengthen competitiveness of domestic Internet shopping malls and to create a new demand. Analysis of MCR data in 2007 showed that out of 4,298 respondents, 2,206 people adopted Internet shopping (51.3%). and 2,092 did not (48.7%). The survey measured 28 items regarding a consumption pattern and a lifestyle of the Internet users, and the analysis result showed that the pattern can be categorized in seven groups. Based on the analysis, the research suggests that the domestic Internet shopping malls adopt strategies to increase consumers' access frequency to tile Internet service, provide high-end goods, diversify transaction methods, make online shopping more convenient, cater to diversified consumer demands based on demographic data, provide price comparison more Internet shopping mails, and provide sufficient and useful information to consumers.

• 한국정보기술응용학회:학술대회논문집
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• 한국정보기술응용학회 2005년도 6th 2005 International Conference on Computers, Communications and System
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• pp.365-368
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• 2005

While the goal of new IT adoption in small and medium sized firms is to choose an optimal system to fit with their own environments and conditions, that of IT post-adoption usage is to fully implement new IT and maximize their benefits from it. Therefore, the decision-making environments of new IT adoption is definitely different from those of post-adoption. Also, The direct experience of IT usage can provide some learning effect and the change of users' beliefs on new IT. From this point of view, this study attempts to figure out the differences of influencing factors on IOS usage intention between adopters and non-adopters. The results show that there are clear differences of influencing factors between two groups. Non-adopter group shows that perceived financial cost and ability of use have significant influences on IOS usage intention, while relative advantage and perceived risk in adopter group have statistically significant influences on post-adoption usage of IOS.

• 경영과학
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• 제32권3호
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• pp.29-36
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• 2015

In this research, we analyze the sensitivity of the network density to the estimates for the Bass model parameters with both theoretical model and a simulation. Bass model describes the process that the non-adopters in the market potential adopt a new product or an innovation by the innovation effect and imitation effect. The imitation effect shows the word of mouth effect from the previous adopters to non-adopters. But it does not divide the underlying network structure from the strength of the influence over the network. With a network based Bass model, we found that the estimate for the imitation coefficient is highly sensitive to the network density and it is decreasing while the network density is decreasing. This finding implies that the interpersonal influence can be under-looked when the network density is low. It also implies that both of the network density and the interpersonal influence are important to facilitate the diffusion of an innovation.

• 한국IT서비스학회지
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• 제18권1호
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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.

• 정보관리학회지
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• 제34권1호
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• pp.135-154
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• 2017

본 연구는 모바일 건강 어플리케이션의 사용을 방해하는 요인을 혁신확산이론에 따라 분석하고자 하였다. 본 연구는 유의적 표집방법에 따라 비수용자(non-adopters)와 사용 중단자(rejecters)로 구성된 대학생을 모집하였다. 연구 참여자는 총 44명으로 남학생 32명과 여학생 12명으로 구성되었으며 서면인터뷰를 실시하였다. 연구 결과, 상대적 유익성, 복잡성, 시험가능성 및 관찰가능성 등과 같은 속성은 건강 어플리케이션의 채택이나 지속적 이용을 방해하는 심각한 요인으로 작용하지 않았으나, 상대적 불이익과 적합성은 커다란 방해요인으로 작용하는 것으로 파악되었다. 본 연구의 결과는 건강 어플리케이션이라는 혁신을 확산시키고 지속적 이용을 장려하기 위해서는, 상대적 유익성이나 복잡성을 개선하기 보다는, 상대적 불이익에 대한 인식을 재고하고 생활 적합성은 강화해야 한다는 점을 시사한다.

• 경영정보학연구
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• 제9권1호
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• pp.67-84
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• 2007

한 정보시스템을 소개 및 전파 시에, 만약 정보시스템의 공급자가 조기 수용성향을 가진 사용자 집단을 식별해낼 수 있다면, 그 집단에 대한 집중적인 권장 및 홍보를 통하여 더욱 효율적으로 시스템을 전파할 수 있을 것이다. 또한, 도입 이후 그 조기수용자들은 타 수용대상 집단들에 대한 시스템의 자발적 홍보와 수용 시의 도움들을 통해 시스템 도입을 더욱 용이하게 하는 효과를 가져오게 할 수 있다. 이와 같은 조기 수용자군 식별 목적을 위하여, 본 논문은 기존 주로 사용되어 온 이산선택기법 대신, 의사결정나무를 이용한 식별기법을 제안한다. 기존의 이산선택기법에 비하여 이 기법은 집단 예측에 있어서 더욱 정확하며, 비선형적으로 세분화된 그룹을 식별할 수 있는 장점도 가지고 있다. 이와 같은 효과의 검증을 위하여, 본 논문은 농업분야의 한 정보시스템 도입시의 실증데이터를 이용하여 목표집단 식별상의 의사결정나무기법의 우수성을 입증하였다. 본 기법은 앞으로 조기 수용자 집단 식별목적에 실질적으로 시스템 개발 공급자에게 이용될 수 있을 기법으로 기대된다.

• 경영정보학연구
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• 제8권3호
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• pp.21-38
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• 2006

본 연구의 목표는 국내 병원들을 대상으로 정보시스템의 아웃소싱을 촉진하거나 저해하는 주요 조직 요인을 결정하고, 아웃소싱의 도입기관과 비도입기관, 아웃소싱을 성공적으로 운영하고 있는 기관과 그렇지 못한 기관들간의 차이를 규명하는 것이다. 이를 위해서 먼저, 선행 연구로부터 잠재적인 촉진요인 및 저해요인들의 포괄적인 목록을 도출하고, 수도권 지역의 135개 병원급 의료기관들을 대상으로 설문 조사를 실시하였다. 연구 결과, 병원의 정보시스템 아웃소싱을 촉진하는 가장 중요한 요인으로 조직적 요인, 재정적 요인, 전략적 요인이, 병원의 정보시스템 아웃소싱을 저해하는 가장 중요한 요인으로는 조직적 요인, 심리적 요인, 공급자 요인, 환경적 요인 등이 식별되었다. 아웃소싱의 도입기관과 비도입간에는 촉진요인 중 조직적 요인과 저해요인 중 환경적 요인이, 성공 기관과 비성공 기관 간에는 전략적 요인에 유의한 차이가 확인되었다.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2007년도 International Conference
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• pp.545-550
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• 2007

The aim of this paper is to find out whether there is a difference in adopting and/or diffusing the information and communication technology (ICT) between countries. If there is, what are the primary factors that keep some countries from adopting and diffusing ICT while others do? To analyze the above problem, we adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) suggested by Venkatesh et al. (2003), which consists of effort expectancy, performance expectancy and social influence. We also use the innovation diffusion functions, which are known to have the S-shape and are made up of the introduction, growth, maturity and decline phases. We do not, however, consider the decline phase, because the ICT that we are considering is not believed to be in that phase. Therefore, we researched how the three factors affect adoption in the three phases. We selected the cellular phone as the ICT, because it is considered to be the most popularly used ICT and its technology has been developing rapidly. We surveyed the cellular phone adopters in Korea, and the U.S. for 15 years from 1989 to 2003. Korea, and the U.S. represent newly developed and developed countries, respectively. For the data analysis, a survival analysis was used, as it could explain the characteristics of the potential adopters or non-adopters. We found that the ICT diffusion patterns, as well as the ICT diffusion factors, of the two countries were different. Therefore, we believe that the results of our research can be used in building strategies on reducing the digital divide gaps between countries.

• 한국정보시스템학회지:정보시스템연구
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• 제24권4호
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• pp.83-97
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• 2015

Purpose: Traditionally, information technology acceptance have been considered one of the most important research issues. However non-acceptance, which was main objective of acceptance theories, have not been included in main research area by communities of information systems. This study is to identify the factors influencing non-acceptance of information technology and suggest a total research model for explaining the phenomena of non-acceptance. Design/methodology/approach: Grounded theory was adopted as a principal research method. which is an inductive technique of interpreting qualitative data about a social phenomenon to build theories about that phenomenon. Data were collected by depth interview and open question on potential non-adopters during 3 months. The collected data were coded by two main coding paradigm in ground theory, open coding and axis coding. Findings: Factors influencing non-acceptance, status quo, imitation, value evaluation, and concerning risk were extracted from open coding. These factors were integrated into system 1 thinking and system 2 thinking, which were from axis coding. More specifically, status quo and imitation are system 1 thinking which are more responsive and emotional thinking and value evaluation and concerning risk are system 2 thinking which are more rational and reasoning thinking.