• 한국산업정보학회논문지
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• 제10권4호
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• pp.26-39
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• 2005

본 연구는 웹 구매 적합성의 측정 기준인 웹 구매 잠재력 매트릭스를 제시하였으며, 아울러 다양성, 혁신성, 자기실현성, 정보성 등과 같은 인터넷 소비자 특성의 온라인 구매 의도에 대한 영향을 웹 구매 적합성이 매개하는 효과가 있는지를 실증적 분석을 통해 검증하고자 하였다. 분석 결과, 웹 구매 적합성은 '가격정보 민감도'와 '제품가치 선호도'라는 두 가지 차원으로 분류되었으며, 인터넷 소비자 특성에 따라 이 두 가지 차원에 차별적인 영향을 미치고 있다는 것을 알 수 있었다. 또한 웹 구매 적합성이 인터넷 소비자 특성의 온라인 구매에 대한 영향력을 부분적으로 매개하는 것으로 나타났다.

• 스마트미디어저널
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• 제7권3호
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• pp.35-42
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• 2018

해외 온라인 직접구매 시장에서 소비자의 인지부조화는 어떤 방향으로 연구되고 있는가에 대한 물음과 국내에 비해서 서비스 측면에서 낮은 해외 온라인 직접구매 시장의 소비자 만족도에 대한 마케팅적 해결책을 제시하고자 본 연구를 수행하였다. 이러한 상황에서 연구를 수행한 결과는 다음과 같다. 첫째, 본 연구의 핵심개념인 후회정도, 후회해소노력, 반복구매의향, 전환구매의향 간의 관계는 모두 지지되었다. 이는 후회해소 과정을 거치는 경우에는 그렇지 않는 경우보다 구매에 대한 태도가 다르게 나타날 수 있다는 점을 시사하고 있다. 둘째, 후회에 대한 선행변수인 소비자혁신성에 대한 중요성을 확인하였다. 셋째, 소비자 후회는 지금까지 불만족으로 이어져 부정적 행동을 한다고 알려졌지만 다양한 후회해소과정을 거치면 반복구매로 이어질 수 있다는 것을 확인하였다.

• Asia Marketing Journal
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• 제20권2호
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• pp.65-83
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• 2018

Technological advances are bringing autonomous vehicles to the ever-evolving transportation system. Anticipating adoption of these technologies by users is essential to vehicle manufacturers for making more precise production and marketing strategies. The research investigates regulatory focus and consumer innovativeness with consumers' adoption of autonomous vehicles (AVs) and to consumers' subsequent willingness to pay for AVs. An online questionnaire was fielded to confirm predictions, and regression analysis was conducted to verify the model's validity. The results show that a promotion focus does not have a significantly positive effect on the automation level at which consumers will adopt AVs, but a prevention focus has a significantly positive effect on conditional AV adoption. Consumer innovativeness, consumers' novelty-seeking have a significantly positive relationship with high and full AV adoption, and consumers' independent decision-making has a significantly positive effect on full AV adoption. The higher the level of automation at which a consumer adopts AVs, the higher the willingness to pay for them. Finally, using a neural network and decision tree analyses, we show methods with which to describe three categories for potential adopters of AVs.

• 복식문화연구
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• 제26권2호
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• pp.157-171
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• 2018

As the next generation of smartphone and tablet computers, wearable devices are currently being developed and available in market in various forms. Smart clothing is a wearable device that holds the greatest potential for future development but low in market penetration. This study was designed to identify factors that influence adoption and diffusion of smart clothing. In-depth interviews with potential consumers who were knowledgeable about and interested in smart clothing were conducted. A semantic network analysis method was used. The results showed that consumers perceived smart clothing as a garment rather than as a type of wearable device and had a positive perception of smart apparel as more convenient and advanced than functional apparel. At the same time, however, consumers had a negative perception of smart clothing as unnecessary, ugly, and injurious to health. Consumers also worried that wearing smart apparel over long periods of time would negatively impact their health. Factors affecting resistance to smart apparel included low utility, perceived risk, and lack of aesthetic completeness. Usefulness and convenience were factors that affected the acceptance of smart clothing. The innovativeness of the product was more influential than consumer innovativeness in the process of adoption and diffusion of smart clothing.

• 한국산학기술학회논문지
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• 제12권2호
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• pp.675-685
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• 2011

본 연구는 현재 활발하게 실행되고 있는 스마트폰의 신제품 출시의 상황에서 신제품의 혁신성의 속성인 기술적 새로움과 디자인 새로움이 신제품의 수용과정에 미치는 영향을 중심으로 고찰하였다. 특히 혁신성의 속성을 중심으로 신제품의 새로움 속성에 대한 소비자의 지각과정을 통한 수용과정이 어떤 기재를 통해 일어나는가를 규명하여 마케팅 실무자들이 신제품 개발과정에서 고려해야 할 제품혁신성의 이해와 수용과정에 대한 새로운 이해를 제공하고자 한다. 연구결과에서 기술적 새로움과 디자인 새로움이 지각된 혁신성에 미치는 영향과 지각된 호기심에 미치는 영향을 확인하였으며, 또한 지각된 호기심과 지각된 혁신성이 사용의도에 긍정적으로 영향을 미치는 것으로 나타났다.

• 지식경영연구
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• 제24권2호
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• pp.117-135
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• 2023

최근 코로나 19 확산과 언택드 서비스의 선호로 셀프 서비스 기술을 활용한 키오스크가 다양한 서비스 분야에서 활용되고 있다. 키오스크는 인건비를 절감할 수 있고, 업무 효율성을 높일 수 있다는 장점이 있지만, 고객들은 키오스크 사용 과정에서 불편함이나 어려움을 느끼기도 한다. 본 연구에서는 확장된 기대 일치 모형에 기술 우려감과 혁신성을 통합적으로 고려하여 키오스크 지속 사용 의지에 영향을 미치는 선행 요인들을 살펴보고자 한다. IT에 익숙한 젊은 층들의 키오스크에 대한 인식을 살펴보고자 Z 세대를 대상으로 연구 모형을 검증하였다. Z 세대들이 키오스크 사용에 대해 기술적 어려움이나 불편한 점을 느끼고 있다면, 다른 세대들의 고객들도 큰 불편함을 느낄 것으로 예상할 수 있기 때문이다. 본 연구 분석 결과, 기술 우려감은 지속 사용 의지 형성에 부정적으로 유의한 영향을 미침을 확인할 수 있었다. 하지만 고객의 특성 요인 가운데 혁신성은 지속 사용 의지에 유의한 영향을 미치지 않았다. 본 연구 결과를 바탕으로 서비스 업체들은 키오스크에 대한 고객들의 지속 사용 의지 형성 과정을 이해하고, 성공적으로 키오스크를 도입하는데 도움을 줄 수 있을 것으로 기대된다.

• 한국의류학회지
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• 제34권3호
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• pp.424-436
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• 2010

This study tests the relation of various fashion-related features of young male consumers. Clothing involvement, fashion involvement, fashion innovativeness, impulsive buying, and brand loyalty have been considered as focal variables in understanding consumer attitudes & behaviors toward fashion. This study proposed hypotheses on the relationships among these variables and tests them with survey data from a convenient sample of male university students. A total 195 complete responses were obtained from young men between 18 and 27 years of age. The results are as follows. First, fashion involvement and clothing involvement significantly (+) affected fashion innovativeness, and fashion innovativeness also significantly (+) affected impulsive buying and brand loyalty. Second, impulsive buying insignificantly affected brand loyalty. Third, the groups of young men divided by the demographical variables partially showed meaningful differences in fashion-related variables of interest. This study investigates the relationships among various fashion variables that have been used as critical explaining variables for fashion attitudes and behaviors, especially for young male consumers.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2008년 추계학술발표대회 논문집
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• pp.332-337
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• 2008

The supply of digital homes has been increasing but digital home services which meet consumer needs under the various conditions have not identified. The purpose of the study was to investigate the residents' characteristics living in digital apartments with comparison of their innovativeness toward technology. Residents who lived in two apartment complexes equipped with fundamental digital home services(Level 1 service) were selected to conduct the survey. A total of 500 responses were used for data analyses. Responses were classified into three groups based on their innovativeness toward technology for data analyses. The results of the study showed that residents' socio-demographic and housing related characteristics differed according to their acceptance trait of new technology. Early adopters and early majority were younger, higher income, and more educated than late adopters. Also, they were more likely to be renters and consider installation of digital home services before they moved in. Respondents who had higher innovativeness tended to experience more positive life changes after using digital home services and possessed more and many digital appliances. Remote control and remote meter reading service were the most preferable features among digital home services without no differences in three groups.

• 한국의류학회지
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• 제39권4호
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• pp.505-516
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• 2015

This study investigated difference of product interest and its relation to consumers' innate innovativeness according to gender as well as compared the perceptive construct of products between male and female consumers. A survey involving male and female college students was conducted in the Daegu and Gyeongbuk areas in December 2013. Subsequently, 400 responses were analyzed using descriptive statistics, correlations, independent sample t-test, reliability analysis, ANCOVA, and multidimensional scaling. Among 45 products, male respondents showed a significantly high degree of interest over 12 categories such as watches, desktop computers, cars, sports products, and video games compared to females. The female sample showed a significantly high degree of interest for 29 product categories such as clothing, movies, skin care shops, cosmetics, eating-out, teeth whitening, coffee, cameras, and performances compared to males. Innovative male consumers were interested in traveling, movies, clothing, eating-out, running shoes, and wallets; however, female consumers' innovativeness was significantly related to previously determined items of interest. Two dimensions explaining the male consumers' products perception construct were 'hard versus soft' and 'usual versus special'. Instead, female consumers' were 'special versus usual' and 'expressive versus functional'.

• 한국주거학회논문집
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• 제20권2호
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• pp.1-10
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• 2009

The supply of digital homes has been increasing but digital home services which meet consumer needs under the various conditions have not identified. The purpose of the study was to investigate the residents' personal characteristics living in digital apartments with comparison of their trait of innovativeness toward technology. Residents who lived in two apartment complexes equipped with fundamental digital home services (Level 1 service) were selected to conduct the survey. A total of 500 responses were used for data analyses. Responses were classified into three groups based on their innovativeness toward technology for data analyses. The results of the study showed that residents' sociodemographic and housing related characteristics differed according to their acceptance trait of new technology. Early adopters and early majority were younger, higher income, and more educated than late adopters. Also, they were more likely to be renters and consider installation of digital home services before they moved in. Respondents who had higher innovativeness tended to experience more positive life changes after using digital home services and possessed more and many digital appliances. Remote control and remote meter reading service were the most preferable features among digital home services without no differences in three groups.