혁신확산이론에 따른 스마트폰 만족도와 추천의도 연구

다국어 초록 (Multilingual Abstract)

In this study is progressed how 3 external factors such as Consumer Innovativeness, Social Influence and Cost Consideration have influences on satisfaction and willingness to recommend at different technology adoption stages of smartphone. Smartphone users into two adoption stages for comparative analyses between adoption stage groups. The method of analysis regards to path analysis utilizing Amos 19 for statistacal hypothesis testing and parameter analysis, mediation effect analysis utilizing SPSS 18. In this study, The result of analysis can be concluded as followings. Multiple group analyses found that adoption stages moderates the relationships between adoption stage groups of smartphone. The higher Consumer Innovativeness, early adopter would be perceived usefulness, and social influence had an positive influence on perceived usefulness of smartphone. In addition, it was found that the higher Cost Consideration, early adopter would be perceived ease of use. However, the late adopter had influences on satisfaction and willingness to recommend of Smartphone than the early adopter, if they perceived the ease of use and usefulness. As shown in the findings from the study, 3 factors such as Consumer Innovativeness, Social Influence and Cost Consideration were found to have differently significant influence on satisfaction and willingness to recommend at different technology adoption stages of smartphone.