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불연속적 혁신제품의 수용에 대한 실증연구 : Adoption of Discontinous Innovation
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- Authors
- Issue Date
- 2004-03
- Publisher
- 서울대학교 경영대학 경영연구소
- Citation
- 경영논집, Vol.38 No.1, pp. 127-157
- Keywords
- Discontinuous Innovation ; Product Substitution ; Innovation Adoption ; Innovation Resistance
- Abstract
- This study examines the consumer adoption process of the new innovation product by
considering the general attitude of the consumers about the existing innovation product. And
by simultaneously considering the innovation adoption and the innovation resistance, which
was separated during the previous researches about adoption process of the innovation
product, has built the continuous and combined innovation adoption model and did a
positive analysis.
The results and suggestions of this study are as follows.
First, when adopting a new innovation product, the consumer attitude towards the existing
innovation product has influence in it. Among this, the product intended attitude forms a
positive attitude towards the new innovation productby expecting that this attitude can give a
more excellent effectiveness. But, when the experiential attitude towards the previous
innovation product is built positively, it displays lock-in effects within the use habit of the
existing product and life-style. This acts as a resistance factor in adopting the new innovation
product.
Second, in the adoption process of a new innovation product, perceived relative advantage acts as the most driven factor. That is, it was expected that all of the advantage, compatibility,
simplicity, trialbility, and observability of the product would be operated to adopt the new
innovation product. But in the real adoption, it showed that the influencing power of highly
relative advantage and compatibility overwhelmed contradicted the influencing power of the
other factors.
Third, the loss of cost or unreliability of performance, and incongruity with habits about
the new innovation product of consumers acts as a functional barrierand this causes
innovation resistance. And not only the performance of the innovation product but also the
consumers psychological factor like self-image or belief, value, or innovation products that
oppose to the existing custom showed resistance.
Therefore, under the situation that companies risk the great cost and effort to make the
discrete innovation product substitution in consumer level successfully, this study gives a
suggestion, which can successfully induce shift in generations of products by considering the
consumers attitude towards the existing innovation product. And it is efficient and effective to
carry out marketing by focusing on the relative advantage and compatibility, which shows the
most important influence power during the consumer innovation adoption process. It also
shows that overcoming the functional barrier and psychological barrier about the innovation
of the consumer is required to activate the adoption of innovation products.
- ISSN
- 1229-0491
- Language
- Korean
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