불연속적 혁신제품의 수용에 대한 실증연구

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.