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소비자의 내적 지식이 신제품 수용에 미치는 영향에 관한 연구
The Effects of Consumers Internal Knowledge Transfer on the Adoption of New Products

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Authors
김재일; 이장은
Issue Date
2003-09
Publisher
서울대학교 경영대학 경영연구소
Citation
경영논집, Vol.37 No.2∙3, pp. 15-36
Keywords
internal knowledge transfernew products adoption
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.
ISSN
1229-0491
Language
Korean
URI
https://hdl.handle.net/10371/43359
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College of Business Administration/Business School (경영대학/대학원)Institute of Management Research (경영연구소)경영논집경영논집 vol.37 (2003)
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