기술 제품의 사용 확산에 영향을 미치는 요인에 관한 연구:사용양과 사용 종류의 다양성 관점 (A Study on the Factors Influencing the Use Diffusion of Technological Products)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 22권 / 2호 / 67 ~ 86페이지
· 저자명 : 조성도, 김경은

초록

본 연구는 소비자가 기술제품을 최초 수용한 후의 사용 확산에 영향을 미치는 요인을 분석하였다. 사용 확산에 영향
을 주는 변수로는 지각된 사용 용이성, 지각된 유용성, 자기 효능감, 혁신성을 선정 하였으며 결과 변수로는 소비자-
브랜드 관계를 분석하였다. 본 연구에서는 사용 확산을 사용양과 사용 종류의 다양성으로 정의하였다.
연구결과, 독립변수들이 사용 확산에 유의한 영향을 미치는 것으로 나타났으며 사용 확산과 소비자-브랜드 관계도
유의했다. 이를 통해, 사용 확산에 영향을 주는 제품 특성 변수와 심리적 변수들을 파악할 수 있었으며 사용 확산이
소비자와의 장기적 관계 형성에 도움이 된다는 것을 확인하였다.

영어초록

This study attempts to identify the factors influencing the use diffusion that is the next stage of consumer’s initial
adoption of technological products. Prior research has focused on the variables that determine the consumers’
initial adoption. But the initial adoption research has many limitations in explaining the long-term relationships
between sellers and consumers. So Shih and Venkatesh(2004) proposed use-diffusion model in family purchase
situation. Our research extends use diffusion concept to personal purchase situation and reveals the causal
relationship among the key variables based on technology acceptance model, social cognitive theory and
innovativeness studies. The effects of perceived ease of use, perceived usefulness, self-efficacy and
innovativeness on the use diffusion are analyzed. Also, this study investigates the effect of the use diffusion on
consumer-brands relationship. In this study, the use diffusion is defined as rate of use and variety of use.
Hypotheses are as follows;
H1 Perceived ease of use toward technology products increases perceived usefulness.
H2 Perceived ease of use toward technology products increases rate of use.
H3 Perceived usefulness toward technology products increases rate of use.
H4 Perceived usefulness toward technology products increases variety of use.
H5 Consumers’ innovativeness toward technology products increases variety of use.
H6 Self-efficacy toward technology products increases perceived ease of use.
H7 Self-efficacy toward technology products increases variety of use.
H8 Variety of use of technology products increase rate of use.
H9 Rate of use of technology products are positively related to consumer-brand relationship.
H10 Variety of use of technology products are positively related to consumer-brand relationship.
We used survey method and presented household computers as technology products to the respondents Prior
research’s items were used after the modification. 274 questionnaires were collected among 300 ones. In order to
corroborate the reliability and validity of the measures Cronbach alpha test and factor analysis were conducted.
According to the results of reliability and validity tests some measures were eliminated in hypotheses test.
We used Lisrel 8.3 to test the hypotheses and overall fit was good (RMR=.052, GFI=.98, AGFI=.96) The
results are as follows.
The results show that perceived ease of use, perceived usefulness, self-efficacy and innovativeness increase the
use diffusion significantly. Also the effect of the use diffusion on consumer-brands relationship is significant.
Only H8 is rejected. This result could mean that consumers tend to focus on the important functions of technology
products. Additionally this study conducted regression and ANOVA analyses to control the effects of the
exogenous variables like age and occupation. The results show that age and occupation have no significant effects
on use diffusion. Through these results, this research finds out the major product-related and psychological variables for the use
diffusion. Also the results indicate that use diffusion could improve consumer-brands relationship. This study is
very meaningful and significant in explaining the causal relationships of key variables relating to use diffusion
beyond adoption-diffusion paradigm. In managerial point of view this study imply that in post purchase situation
hi-tech products’s marketers need to support consumers to enhance self-efficacy, perceived ease of use and
perceived usefulness.
Though this study use the variety of use and rate of use for measuring use diffusion, in future research its
measures need to be elaborated more in detail. Also together with the variables of this study the effects of other
constructs should be considered compared to explain the use diffusion more significantly.

참고자료

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