소비자의 내적 지식이 신제품 수용에 미치는 영향에 관한 연구

Abstract

This study investigates consumers adoption processes of innovative new products.

Specifically, the study focuses on the effects of prior knowledge related to new products in the

formation of attitudes.

The major findings show that consumers with more prior knowledge (the expert

consumers) understand new products better. In turn, this high level of understanding level

leads to the high expectation level of product performance. Consumers who expect high

performance also appear to possess more favorable attitudes toward new products. This study

also revealed that consumers with much prior knowledge mainly recognize new products

through function-based (relational) mapping from existing products. On the other hand,

novices, consumers who have less prior knowledge, recognize new products through

appearance-based mapping from existing products. The results imply that consumers prior

knowledge and internal knowledge transfer influence significantly the adoption of new

products and that marketers should plan and implement marketing communication to derive

positive knowledge transfer.