수용자의 혁신성, 제품의 인지된 정교함과 새로움이 이용행태와 구전활동에 미치는 영향에 관한 연구

Abstract

In the field of marketing, research on new product diffusion has traditionally focused on the adoption perspective(Rogers 1995). Shih and Venkatech(2004) label this the adoption-diffusion(AD) paradigm, which examines the process by which and innovation reaches a critical mass of adopters, the diffusion is accelerated, and innovation is considered successful. Recently, researchers have pointed out the limitations of the AD model, stating that though diffusion processes cannot be understood without studying the nature of adoption, to complete the diffusion story, use-diffusion(UD) process also need to be examined. This is especially true of some consumer technologies for which their complexity and evolving nature indicate that the trajectory and time scale of diffusion can be quite prolonged. Accordingly, this research extends the diffusion concept further with a systematic study of post-adoption UD. UD framework would offer some motivating theoretical and managerial implications for ongoing research in this area and for market segmentation and product development. The specific research question in this study are as follows: (1) What are the characteristics of UD? (2) What are the determinants and outcomes of UD? (3) Given that users might display different use patterns in terms of variety and rate of use, how can users be classified into meaningful categories? and (4) How can the results of this study of UD provide insights or input into market segmentation and new product strategies? To address theses research questions, this study proposes and test a model of UD that can be applied to a range of consumer durables with multiple applications. Example include, desk top computers, lap top computers, mobile phones, PMPs(portable multimedia player), and games. This study tests a use-diffusion model in the context of fast moving high technology use. And theoretical considerations for the AD model include an S-shape diffusion curve, speed of penetration and critical mass, and a two-sept model of diffusion. The corresponding theoretical elements for the UD model are the evolving nature of use (rate and variety), and technology outcome considerations. The standard diffusion theory states that the diffusion curve is divided into three states: (1) introduction, (2) growth, and (3) maturity. The theory further states that along the diffusion curve lies a typology of adopters(innovators, early adopters, early majority, and laggards). In the UD model, the proposed categories are intense users, specialized users, nonspecialized users, and limited users. The models share some common constructs, however, these constructs may not be identical in their content. For example, adopter innovativeness is not the same as use innovativeness. There are also criteria that differentiate the models, Unique to the AD model are observability, compatibility, and trialability, whereas the UD model includes experiences with technology(positive and negative), competition for use(among multiple users), sophistication of technology, and satisfaction from use.