스마트워치에 대한 소비자의 혁신저항과 수용의도: 효용․비용 인식에 따른 소비자유형을 중심으로 (Consumers’ Resistance and Intention to Adopt Smartwatch: Focusing on Benefit-Cost Perception)

서지정보

· 발행기관 : 한국소비자학회
· 수록지 정보 : 소비자학연구 / 28권 / 2호 / 111 ~ 132페이지
· 저자명 : 이진명, 박서니, 나종연

초록

본 연구의 목적은 스마트워치의 효용․비용 요인에 대한 인식을 토대로 소비자집단을 유형화하고, 소비자유형별 선행변수 및 결과변수의 차이를 분석하고, 스마트워치에 대한 소비자의 혁신저항과 수용의도에 영향을 미치는 요인을 규명하는 것이다. 이를 위해 온라인 설문조사를 통해 수집한 20대에서 40대 소비자 총 528명의 응답 자료를 군집분석, 분산분석, 중회귀분석 등을 통해 분석하였다.
본 연구의 주요 결과는 다음과 같다. 첫째, 스마트워치 인식에 따라 소비자집단을 유형화한 결과 무관심형(12.7%), 효용중심형(40.7%), 비용중심형(23.1%), 양가형(23.5%)의 네 유형이 도출되었으며, 소비자유형 간 스마트워치 효용과 비용에 대한 인식의 유의한 차이가 나타났다. 둘째, 소비자유형별로 소득수준, 기술준비도, 성과모호성, 신제품 출현기대의 유의한 차이가 있는 것으로 조사되었으며, 결과변수인 혁신저항과 수용의도 또한 소비자유형별로 뚜렷한 차이가 나타났다. 셋째, 스마트워치에 대한 소비자의 혁신저항과 수용의도에의 영향요인을 분석한 결과, 기술 혁신성과 신제품 출현기대는 혁신저항을 낮추고 수용의도는 높이며, 반대로 기술 불안감은 혁신저항을 유의하게 높이고 수용의도는 낮추는 요인으로 나타났다. 기술에 대한 불편감과 성과모호성은 수용의도를 높이지는 않으나 혁신저항을 유의하게 높이는 요인으로 확인되었다. 또한 효용중심형에 비해 무관심형과 비용중심형의 혁신저항이 유의하게 높고 수용의도는 유의하게 낮았다. 양가형의 수용의도가 효용중심형보다 유의하게 높은 것으로 나타나 스마트워치의 잠재 수용자로서 양가형 소비자 집단의 중요성이 확인되었다.
본 연구는 스마트워치에 대한 소비자의 긍정적 반응뿐만 아니라 비용 인식, 혁신저항과 같은 부정적 반응을 파악하고 관련 변인들을 이해하는 것을 통해 기술과 소비자에 대한 이론적 논의를 확장하는 것은 물론, 산업적 측면에서 혁신제품의 잠재적 소비자와 세분시장을 이해하는데 기여한다.

영어초록

Smartwatch has received much attention as an innovative new product that connects the next generation of smart phones. This optimistic prospect is still valid, but consumers' responses to smartwatch are quite different from market expectations. This study amis 1) to derive consumer types based on the perception of benefits and costs of smartwatch, 2) to analyze the differences among consumer types, and 3) to identify factors that affect consumers' resistance and intention to adopt smartwatches. For this purpose, data was collected using a self-administrated online survey of 528 consumers and analyzed the data through k-means cluster analysis, ANOVA, and multiple regression analysis.
The major findings of this study are as follows.
First, the result of cluster analysis identified four distinctive consumer types according to the levels of perceived benefits and costs of smartwatch: ‘Indifferent type’(12.7%), ‘cost-centered type’(23.1%), ‘benefit-centered type’(40.7%), and ‘Ambivalent type’(23.5%). There was a significant difference in smartwatch benefits and costs perception among the consumer types.
Second, antecedent variables including income level, technology readiness (TR), performance ambiguity, and expectation of new product emergence among consumer types were all significantly different. The perception of four sub-dimensions of TR was lowest in the indifferent type and the highest in the ambivalent type. Comparing the cost-centered type with the benefit-centered type, the innovativeness was high in the benefit-centered type, and the discomfort and anxiety were high in the cost-centered type. The performance ambiguity was significantly lower in the benefit-centered type than in the other three types, and the expectation of new product emergence was the lowest in the indifferent type and the highest in the ambivalent type.
Third, there was a significant difference in the level of innovation resistance and intention to adopt smartwatch by consumer type. The ambivalent type, which perceives both the benefits and the costs of smartwatch as high, showed low innovation resistance and the highest intention to adopt smartwatch.
Fourth, using a multiple regression analysis, this study identified variables that impact the consumers’ innovation resistance and intention to adopt smartwatch. Consumers’ innovativeness and expectation of new product emergence influenced innovation resistance negatively but influenced intention to adopt smartwatch positively. On other hand, technology anxiety influenced innovation resistance positively but influenced intention to adopt smartwatch negatively. Technology discomfort and performance ambiguity only significantly and positively affected consumer resistance to smartwatch. The intention to adopt smartwatch of the ambivalent type was significantly higher than that of the benefit-centered type, indicating the importance of ambivalent consumer group as potential user of smartwatch.
This study is different from the previous studies in that it analyzes not only consumers' positive responses to smartwatch such as perceived benefits and adoption but also negative responses such as perceived costs and innovation resistance, and investigates the relationship between antecedent and outcome variables. This study has the theoretical implications in terms of expanding the discussion on technology and consumers, and has practical implications for contributing to the understanding of potential consumers and subdivision markets of innovative products including smartwatch.

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