• Asia Marketing Journal
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• 제14권1호
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• pp.159-174
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• 2012

This study investigate the role of consumer's perception of quality in new technology adoption process in China which is given little attention in the field of Information System and Communication Technology. Here, we developed a simple model in the level of consumer perception by exploring the antecedent of perceived quality. Three factors are introduced as determinants of perceived quality: perceived usefulness, perceived risk and trialability. An empirical study is conducted with analysis of the adoption mechanism of a new innovative product. Data analysis results support some of our proposed hypotheses. It indicates that perceived quality is positively related to the adoption intention and fully mediates the relationship between triablility and purchase intention. And we conclude that a product's perceived quality plays an important role in adoption intention. And what makes Chinese customers perceive product's quality good is a trialability of a product. This suggests that when market managers plan to launch products in China, they need to craft an effective strategy based on the market system of the consumer especially understanding the consumers' critical factor for adopting a new product. Chinese are more interested to purchase a product with free trial and free experiential period, therefore, suggesting an advertisement highlighting the trialability of a product is possible in China.

• 한국의류학회지
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• 제33권10호
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• pp.1564-1574
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• 2009

This study identifies the effects of fashion innovativeness and style-innovation attributes of young female adults in fashion adoption. Date collecting using a written survey instrument yielded 801 complete responses from female consumers between the ages 20 and 39. A factor analysis on style-innovation attributes resulted in 5 dimensional structures: relative advantage, compatibility, trialability, observability, and perceived risk. 5 groups divided by the level of fashion innovativeness showed meaningful differences on style innovation attributes. The more a group showed fashion innovativeness, the higher the level of relative advantage, compatibility, trialability, and observability the group expressed, but the more a group showed fashion innovativeness, the lower the level of perceived risk expressed by the group. To analyze fashion adoption of the samples, 5 dimensions of style-innovation attributes and fashion innovativeness were adopted as explanatory variables. All of these variables (except observability) significantly and positively affected fashion adoption; however, perceived risk significantly and negatively affected fashion adoption.

• 디지털융복합연구
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• 제10권11호
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• pp.225-234
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• 2012

공개소프트웨어는 소스코드가 공개되어 있는 소프트웨어로서 누구나 자유롭게 활용, 배포가 가능하며 비용이나 성능 측면에서 전용소프트웨어에 비해 상당한 이점이 있다. 본 연구에서는 Rogers(1995)의 혁신확산이론을 근거로 기업과 공공기관의 공개소프트웨어 도입의 촉진요인으로 상대적 이점, 적합성, 복잡성(용이성), 결과시연성, 가시성 등을 설정하고 201개 기관의 설문조사결과를 토대로 통계적 분석을 시도하였다. 요인 간 상관분석결과, 조직의 공개소프트웨어 사용 계획에 대해 모든 요인들이 밀접한 관계를 띠는 것으로 나타났지만, 사용계획을 종속변인으로 하는 회귀분석결과에서는 적합성과 가시성만이 통계적으로 유의한 요인으로 도출되었다. 공개소프트웨어의 본원적 가치도 중요하지만 기업조직의 정보화환경에 적합한 서비스모형이 함께 제공되지 않으면 기업고객의 인식을 긍정적으로 전환시키기 어렵다는 의미로 해석해볼 수 있다. 그 외 분석결과에 대한 시사점도 결론으로 제시하였다.

• International Journal of Contents
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• 제14권3호
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• pp.32-38
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• 2018

This study examined the factors influencing the intention to use smartwatches using the integrated model of technology acceptance model (TAM) and innovation diffusion theory (IDT). An online survey was conducted and the data were analyzed using the structural equation modeling (SEM). The results showed that the research model had an acceptable fit, and all paths, except for the one from the perceived ease of use to the intention to use, were supported. Regarding paths from IDT to TAM, it was observed that higher the compatibility, the users perceived greater usefulness. Additionally, both observability and trialability influenced the perceived ease of use. However, perceived ease of use affected the intention only through the mediated effect of perceived usefulness. The implication of the study lies on the major focus on the effects of users' perceptions regarding innovative characteristics of smartwatches on the intention to adopt and attempted to increase the explanatory power of the TAM and IDT by combining both.

• Asia pacific journal of information systems
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• 제12권2호
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• pp.45-68
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• 2002

Technology adoption for information appliance, which is expected to grow rapidly in the near future, is different from other technologies in that it is mainly used in the home environment when the customers haven't experienced it before. This paper finds important variables from prior research about technology adoption and develops a measurement model that fits for the information appliance. Pretest and pilot studies for the model is conducted in order to guarantee content validity, reliability, convergent validity and discriminant validity. Finally, LISREL analysis is used for finding out the causality among variables and testing for model fitness. The results indicate that three factors that influence behavioral intention are attitude, subjective norm and perceived behavioral control. Attitude is influenced by attitudinal belief, which consists of perceived usefulness, trialability, result demonstrability, image and enjoyment. Perceived behavioral control is influenced by control belief that consists of rapid change in technology, cost and ease of use. This paper ends with implications and limitations of study results.

• 유통과학연구
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• 제18권11호
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• pp.69-77
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• 2020

Purpose: This research aims to verify the role of mobile shopping attributes, trustworthiness, and cultural dimensions on mobile shopping intentions in Saudi Arabia. The originality of the model stems from the verification of the moderating impact of cultural variables, namely collectivism and masculinity, and from the integration of trustworthiness as a variable depending on mobile shopping attributes. Research design, data and methodology: A survey was distributed to 233 consumers with different nationalities living in the Kingdom of Saudi Arabia. Structural equation modeling and multi-group analysis were carried out to verify the conceptual model and the moderating variables. Results: The findings support the influence of several innovation attributes, namely complexity and trialability on behavioral intentions, while relative advantage has a direct impact on trustworthiness. A few paths are moderated by masculinity and collectivism. Conclusions: Culture and mobile commerce attributes need to be thought out by managers as factors influencing mobile commerce segmentation for expatriates and locals. Trustworthiness is also a key factor of mobile shopping adoption. Limitations and future research ideas are presented to enrich the proposed model and improve its predictive validity.

• 대한가정학회지
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• 제42권9호
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• pp.177-193
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• 2004

The purpose of this study was to explore consumer behavior of perfume products. Data were collected through 7 focus group interviews with 33 female consumers whose ages ranged between the 20's and 40's. According to analysis of groups divided by age and frequency of use, some group differences were found in information source, purchase place, consideration factors, fragrance preference, etc. The study results indicated that perfume consumption behaviors could be explained in part by the innovation adoption and communication theories. Especially, relative advantage, compatibility, observability, and trialability were important factors influencing consumers' adoption of new perfume. Also, many respondents used perfume as a tool to present their own image and identity, as well as to send messages regarding their mood and condition to others.

• 한국의류학회지
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• 제33권6호
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• pp.893-903
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• 2009

스마트 의류는 섬유 및 의류 산업, 전자 산업의 미래를 상징하는 것으로, 전자 기기들을 일생생활의 일부로 만들기 위한 노력이 지속적으로 진행되고 있다. 기술 혁신이나 스마트 의류의 적용에 관한 선행연구들이 진행되어 왔으나, 스마트 의류에 대한 인지나 태도에 대한 소비자 연구는 거의 없는 실정이다. 따라서 이 연구에서는 소비자들이 스마트 의류 수용 속성에 대하여 지각된 위험이 어떠한 영향을 미치는지를 파악하고자 개념적 연구모형을 제시하였다. 또한 한국, 미국, 스페인간의 연구모형을 비교 분석하였다. 자료 분석을 위하여 Amos 7.0을 이용하였으며 그 연구결과는 다음과 같다. 첫째, 한국, 미국 스페인 모두에서 심리적 위험이 영향을 미치는 것으로 나타났다. 심리적 위험은 상대적 이점과 복잡성에 부정적인 영향을 미쳤으나, 사용용이성에는 긍정적인 영향을 미쳤다. 둘째, 손실 위험은 상대적 이점에 유의한 영향을 미치지 않는 것으로 나타났다. 하지만 손실 위험은 한국 소비자들의 복잡성에 부정적인 영향을 미치는 것으로 나타났으며, 한국과 미국 소비자들의 사용용이성에는 긍정적인 영향을 미쳤다. 셋째, 성과 위험의 영향은 국가별 소비자에 따라 다른 것으로 나타났다. 연구결과를 바탕으로 스마트 의류 관련 마케팅 전략에 필요한 정보와 시사점을 제공하였다.

• 한국전자통신학회논문지
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• 제11권8호
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• pp.801-806
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• 2016

본 연구는 대학생들을 대상으로 소셜TV 혁신저항 결정요인과 이용의도의 관계를 살펴보았다. 주요 결과를 제시하면 다음과 같다. 첫째, 소셜TV 이용에 대한 적합성과 시험가능성, 관찰가능성은 혁신저항에 통계적으로 유의한 부적 영향을 미치는 것으로 나타난 반면에 복잡성은 혁신저항에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 둘째, 소셜TV 이용에 대한 적합성, 복잡성, 시험가능성, 관찰가능성 중 관찰가능성만이 이용의도에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 셋째, 소셜TV에 대한 혁신저항은 이용의도에 통계적으로 유의한 부적 영향을 미치는 것으로 나타났다.

• 품질경영학회지
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• 제43권3호
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• pp.421-438
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• 2015

Purpose: The purpose of this study was to grasp the level of effects innovative features and quality of the appliance system on organizational performance and ultimately analyze the willingness of the IT staff to adopt an appliance system. Methods: The survey was conducted on 350 vendors' clients and partners who currently use an appliance system from March to May 2014. A total of 331 effective questionnaires were collected and analyzed using PASW18 and SmartPLS. Results: The results show that relative advantage, facilitating condition and trialability and quality factors all had an effect on organizational performance expectations. Further, when an appliance system is adopted, it was shown that cost and reliability emphasized by a vendor did not produce any significant effects on organizational performance expectations. Conclusion: This study is significant as it is the first to combine such models as Innovation Diffusion Theory, Information Systems Success Model, and Unified Theory of Acceptance and Use of Technology with a new external variable. In addition, it illustrated how variables affect the adoption of an appliance system such as a new innovation system.