소비자의 하이테크 제품 수용 및 수용 후 행동에 관한 연구: 스마트 폰을 중심으로 (Factors Influencing Adoption and Post-Adoption Behaviors of High-Tech Product: Focused on Smart Phone)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 41권 / 3호 / 423 ~ 456페이지
· 저자명 : 유재현, 박철

초록

최근 하이테크 산업이 급속도로 성장하고, 기업의 신 성장 동력으로 부상함에 따라 소비자 행동분야에서도 하이테크 제품이나 서비스의 수용과정을 설명하는 많은 연구들이 보고되고 있다. 그러나 하이테크 제품의 초기 수용단계와 수용 후의단계를 고려한 다차원적인 요인에 관한 인과적인 연구는 미미한 편이다. 이에 본 연구에서는 소비자의 하이테크 제품 수용 및 수용 후 행동에 관한 통합모델을 개발하고 실증분석을 실시하였다. 실증분석은 소비자의 수용 전 행동과 수용 후행동을 분석하기 위해서 종단적 설문조사를 실시하였다. 먼저, 서울 및 수도권에 있는 이동통신 대리점에서 스마트폰을구입하려는 소비자를 대상으로 1차 설문조사를 실시하였다. 이후 약 30일 정도의 시간의 간격을 두고 1차 설문지를 작성한 응답자에게 2차 설문조사를 실시하였다. 분석결과, 상대적 이점과 심미성, 사회적 이미지는 수용의도에 유의한 영향을미치는 것으로 나타났다. 수용의도는 수용행위에 긍정적인 영향을 미쳤으며, 수용행위는 관계투자에 유의한 영향을 미치는 것으로 나타났다. 관계투자는 전환비용과 감정적 애착에 유의한 영향을 미치는 것으로 나타났다. 전환비용은 지속적이용의도에 유의한 영향을 미치는 것으로 나타났다. 감정적 애착은 전환비용과 지속적 이용의도에 유의한 영향을 미치는것으로 나타났다. 이러한 실증 결과를 토대로 하이테크 기업에 마케팅적 시사점을 제시하였다.

영어초록

High-tech industry is innovative and has a higher global market share than other industries,and therefore every nation has been intensively cultivating High-tech industry. The uncertainty of business success in High-tech IT industry is much higher than in traditional consumer goods industries, its products exert great effects on other industries once developed successfully. For this reason developed countries put emphasis on High-tech industry. High-tech industry is also attracting interests of enterprises as a new growth power. Apple corporation had been in a slump in 1990s; but the launching of iPhone and App Store resulted in hot responses from consumers, eventually bringing about a rapid growth, and its total market value has overtaken that of Microsoft corporation.
As High-tech industry has been showing such a rapid growth, acting as a new growth power of enterprises, there have been many research reports concerning consumers behaviors to explain the process of their adoption of High-tech products or services. The researches about how consumers accept new High-tech products have been based on social psychological theories,which deal with conviction, behavior intention and behavior. Representative theories in this field include TRA of Fishbein and Ajzen (1975), TPB of Ajzen (1985) and TAM of Davis (1989).
These researches have been recognized as providing good models that are simple yet have high explanatory power for understanding consumers' adoption of High-tech products and their use behaviors, and they are providing theoretical grounds for extended researches.
However, such researches have the following limitations: First, existing theories and previous researches about the adoption of High-tech products have been placing emphasis only on the initial adoption of High-tech products. Second, the adoption factors suggested by existing theories are based on intra-organizational status of accepting information systems, and therefore may not be applicable to High-tech products. Third, most of the researches about the adoption of High-tech employed cross-sectional analysis of initial adoption only. And fourth, most of the existing researches suggested and empirically proved the adoption factors that considered only reasonable and rational aspects.
Therefore, this research aimed to develop a comprehensive model for consumers' adoption of High-tech products and their behaviors after adoption. For this purpose, a multi-dimensional approach was attempted, considering both the initial adoption stage of High-tech products and the stage after adoption. Affecting factors were first deduced based on literature review and in-depth interviews, and based on the deduced factors, a comprehensive hypothetical adoption model was established for consumers' adoption of High-tech products and their behaviors after adoption. As the factors affecting the initial adoption of High-tech products, this research suggested ‘relative advantage,’ which is a reasonable and rational variable; ‘aesthetics,’ which takes emotional aspect in consideration; and ‘social image,’ which takes social aspect in consideration.
Whereas, as the factors affecting the continuous adoption of High-tech products, the author suggested ‘relationship investment,’ ‘switching cost,’ and ‘emotional attachment,’ in an effort to analyze consumers' continuous adoption behaviors.
In this empirical research a survey was conducted using an organized questionnaire, involving consumers in their 20s and 30s who were accepting smart phones, which could be taken as the most advanced High-tech products. A longitudinal survey was carried out from March 2010 to May 2010 in order to analyze consumers' behaviors before and after adoption. The first survey (before adoption) secured 628 valid responses; however, the second survey secured 286 valid responses. Therefore, the questionnaire sets of the 286 consumers who responded to both the first and second surveys were subjected to coding for empirical analysis.
The results of the empirical research were as follows. First, relative advantage, aesthetics and social image are positively related to adoptive intention of high-tech product. Second,adoptive intention of high-tech product is positively related to adoption of high-tech product.
Third, adoption of high-tech product is positively related to relationship investment. fourth,relationship investment is positively related to switching cost and emotional attachment. fifth,switching cost is positively related to continued adoptive intention. sixth, emotional attachment is positively related to switching cost and continued adoptive intention. The results of the research provide the following suggestive points: First, in order to have consumers more promptly accept High-tech products, there must be an initial marketing strategy that considers relative advantage, aesthetics and social image. The reason is that, unlike in the case of existing traditional products, the adoption of High-tech products is substantially affected by relative advantage, aesthetics and social image. Second, in order to have consumers to continuously accept High-tech products, there must be a marketing strategy that considers relationship investment, switching cost and emotional attachment. This means that a suitable marketing strategy is required for High-tech products, in whose case relationship investment is made immediately after adoption and continuous adoption depends on switching cost and emotional attachment. Third, there must be a comprehensive strategic management that encompasses the strategy for initial adoption as well as the one for continuous adoption. The results of this research showed that in the case of High-tech products, the factors affecting initial adoption were different from those affecting continuous adoption. Therefore it would be necessary to establish differentiated marketing strategies. That is, in the initial adoption stage, a marketing strategy that can make consumers better perceive relative advantage, aesthetics and social image would be necessary; whereas in the continuous adoption stage, a strategy that can positively develop such factors as relationship investment, switching cost and emotional attachment.

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