S-Space College of Business Administration/Business School (경영대학/대학원) Institute of Management Research (경영연구소) 경영논집 경영논집 vol.37 (2003)
소비자의 내적 지식이 신제품 수용에 미치는 영향에 관한 연구
The Effects of Consumers Internal Knowledge Transfer on the Adoption of New Products
- 김재일; 이장은
- Issue Date
- 서울대학교 경영대학 경영연구소
- 경영논집, Vol.37 No.2∙3, pp. 15-36
- 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.