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소비자 기술준비도가 프로슈머 태도와 온라인 구전 의도에 미치는 영향

Title
소비자 기술준비도가 프로슈머 태도와 온라인 구전 의도에 미치는 영향
Other Titles
The Effect of Consumer's Technology Readiness on the Prosumer's Attitude and Electronic Word-of-Mouth
Author
송현석
Advisor(s)
한상린
Issue Date
2010-02
Publisher
한양대학교
Degree
Master
Abstract
The growth of technology is important to the market environments. Especially, the growth of IT and a development of a long range communication brought a dramatic change into the world. Consumers' needs which are based on the information technology, become various, and consumers' competitive environments become heated among a global economy. However, most producers have difficulties to satisfy every consumer. Therefore, the consumers began to cooperate with the producers in order to satisfy themselves. And it is called prosumer. Although we call it prosumer, every consumer doesn't adopt a same attitude which is prosumer. If the consumers are more innovative and precede, they play an important role on the prosumer's attitude. The speed of the adoption of innovations depends on various kinds of characteristics of consumers. The most important element is the growth of technology, but the technology is shown to consumers in both positive and negative way since it is paradoxical. Based on a paradox of the technology, Technology Readiness Index is formed by how much consumers agree to accept a new technology. In Technology Readiness Index, there are two kids of variables: a driver as optimism and innovativeness and a inhibitor as discomfort and insecurity. A driver will lead to the positive side on the technology, and a inhibitor will lead to the negative side. The prosumer's attitude can be measured by the belief of how much consumer agree to accept a new technology. Also electronic Word-of-Mouth can be mentioned as a factor which is influenced by the prosumer's attitude. The results are as follows. First of all, as a driver in Technology Readiness Index, optimism and innovativeness have a significant effect on making the prosumer's attitude. However, as a inhibitor in Technology Readiness Index, a discomfort and insecurity does not have significant effects of making the prosumer's attitude. Secondly, the variables of prosumer's attitude have significant effects on electronic Word-of-Mouth, Individuation, Do-It-Yourself and Participation function as drivers on electronic Word-of-Mouth, while Self-efficacy functions as an inhibitor on electronic Word-of-Mouth. In conclusion, Technology Readiness Index can be effective on the prosumer's attitude, and the prosumer's attitude can be effective on electronic Word-of-Mouth. Also, what changes the prosumer is not inhibitors in Technology Readiness Index but drivers in Technology Readiness.
URI
https://repository.hanyang.ac.kr/handle/20.500.11754/142910http://hanyang.dcollection.net/common/orgView/200000413877
Appears in Collections:
GRADUATE SCHOOL[S](대학원) > BUSINESS ADMINISTRATION(경영학과) > Theses (Master)
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