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MP3P를 통한 디지털 컨버전스 제품의 만족 및 재구매 의도에 관한 연구
김영문(Youngmoon Kim),손정임(Jeongim Son),조현숙(Hyensuk Cho) 한국인터넷전자상거래학회 2011 인터넷전자상거래연구 Vol.11 No.4
Due to the recent demand and interest in digital convergence by consumers, businesses are competitively introducing new products. However, their market performance is not meeting expectations. In order to acquire a comprehensive understanding of the diffusion of digital convergence products, this paper look into not only the previous adoption-diffusion model, but also the recently discussed use-diffusion model. For this study, we set up a hypothesis and model based on the theoretical review of the adoption-diffusion and use-diffusion models, and then conducted an empirical verification. First, a verified result of influential hypothesis about external factors’ effects on TAM’s simple use and usefulness shows that technical elaboration is a common factor in having influence on simple usage and usefulness. Second, perceived usefulness was confirmed as a common factor which has an influence on the intention of repurchase through the hypothesis test result of the influence of perceived factors on consumer attitude. On the other hand, perceived simple usage only had influence on satisfaction and not on the intention of repurchase. Thus, it’s shown that simple usage doesn’t have statistical significance due to a change in precedence in terms of the purpose of use. Third, diversity of usage purpose was confirmed as a common factor in having significant influence on the intention of repurchase through the test result on the influential hypothesis about use pattern on consumer pattern. As mentioned above, this study with digital convergence products, which can be categorized as innovative products, as an objective takes adoption factors and use patterns into consideration at the same time. A meaning can be found from the fact that independent variables which have influences on adoption and usage expansion were able to be compared and analyzed through the studying the expansion with a focus on adoption after usage of a product and the TAM model of the traditional usage expansion.
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