기술준비도와 소비자 관여도가 혁신제품의 수용과정에 미치는 영향

초록

Purpose: The success of innovative products is the major concern for many companies because it will capture the attention of consumers and moreover, it is related to business performance. Among many research models, the Technology Acceptance Model (TAM) by Davis has been commonly used. However, this model was developed simply to explain people’s technology adopting behavior at the work environment; therefore, it is difficult to apply this model to consumers at marketing environment. More specifically, to explain consumers’ technology adopting behavior at the marketing environment, consumers’ individual difference should be considered. Therefore, this study expands the prior model by adding technology readiness and personal involvement variables in order to explain the adoption process of innovative products. Design/methodology/approach: The survey questionnaire was designed based on TAM, Technology readiness, perceived ease of use, perceived usefulness, perceived risk, perceived enjoyment, attitudes toward innovative products, and intention to use innovative products. 223 usable questionnaire responses were used for the data analysis. SPSS and Amos were used for testing reliability, validity and hypotheses. Additionally, in order to confirm the moderating effect of personal involvement, a chi-square test was conducted. Results/findings: First, optimism and innovativeness, which are drivers of TR, have a positive effect on the perceived ease of use. Second, discomfort and insecurity, which are inhibitor of TR, have a negative effect on the perceived ease of use. This result demonstrates that people who have inconvenience and insecure feelings for technology feel that using new technology is difficult. Third, perceived ease of use, perceived usefulness, perceived risk, and perceived enjoyment have significant influences on attitudes toward innovative products. Research implications/limitations: Personal involvement has a moderating effects of perceived usefulness and perceived enjoyment. In other words, when people feel that they have higher involvement in innovative products, the influence of perceived usefulness and perceived enjoyment on attitudes toward innovative products is stronger. Future work/research: Through the results of this study, we confirmed that TR and personal involvement, as consumers’ individual characteristics, are important marketing factors influencing on the adoption process of innovative products. Hence, it would be helpful for firms to analyze the difference between consumers, segmenting the markets, and establishing marketing strategies in the technology-related market. Originality/value: This study has attempted to investigate the impact of technology readiness on consumers’ adoption process of innovative products.

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