소비자의 기능적, 쾌락적 및 사회적 혁신성이 구매의도에 미치는 영향: 지각된 사용성과 성능의 매개효과 = The Effects of Consumer Functional, Hedonic, and Social Innovativeness on Purchase Intention: Perceived Usability and Capability The Effects of Consumer Functional, Hedonic, and Social Innovativeness on Purchase Intention: Perceived Usability and Capabil

다국어 초록 (Multilingual Abstract)

Product differentiation develops the potential consumer and to create a new market demand it puts forward to the consumers a superior value in comparison to its competitors. This value creation increases the number of overloading product features, which creates the difficulty of evaluating a product for the consumer. Further, as an output of rapid technology innovation, high-tech products induces product complexity to consumers, in addition to producing an effect of overloading choice as a consequence of too many options. This overwhelms the consumer and increases capabilities while reducing the ease of use. Existing studies mainly attributes product complexity to consumer’s feature fatigue, and the uni_dimension of innovativeness, and perceived risk on effect of purchase intention has been empirically analyzed.
However, unlike these previous studies, the purpose of this research is to find how multi_dimensional innovativeness of consumers influences perceived usability and perceived capabilities respectively, and how they impact purchase intention when consumers evaluate products.
The result of the research derived first, that the perceived usability effect depends on the consumer’s innovativeness and produces different results. Namely, functional or hedonic innovativeness has a positive effect on the perceived usability and the perceived capability respectively. Second, social innovativeness has a positive effect on the perceived capability, but did not have a siginificant negative effect on the perceived usability. Finally, hedonic innovativeness and social innovativeness on consumer purchase intention is fully mediated by perceived capability.
The significance of this study is the empirical analysis of consumer’s innovativeness as effected by the simultaneous or respective effects on consumer purchase intention. By attributing technical products to consumer’s innovativeness accordingly with positive or negative psychological reactions, the result of the research is magnified to point out the direction for research into consumer’s behavioral reponses and purchase intention of wide-ranging high-tech products.

국문 초록 (Abstract)

제품차별화는 잠재적 소비자를 개발하고 새로운 시장수요를 창조하기 위하여 경쟁사에 비하여 보다 탁월한 가치를 소비자들에게 제공하는 것이다. 가치창조는 과도한 제품속성의 수를 증가하여 소비자들에게 제품사용과 평가의 어려움을 주게 된다. 급속한 기술혁신의 결과로 산출되는 혁신제품은 소비자들에게는 제품의 복잡성과 과도한 선택옵션으로 선택과부화현상을 초래한다. 이는 소비자들을 압도하여 지각된 위험의 증가와 사용의 용이성을 감소시킨다. 소비자의 혁신성에 관한 현행 연구는 주로 기술제품의 복잡성으로 인한 속성피로 현상이나 혁신성의 단일차원성과 지각된 위험이 구매의도에 미치는 영향이 주류이다.
본 연구에서는 기존 연구와는 달리 첫째, 혁신제품에 있어서 소비자들의 다차원적인 혁신성이 지각된 사용성과 성능에 미치는 영향이 어떻게 다른가를 알아보고, 둘째 지각된 사용성과 성능이 구매의도에 어떠한 영향을 주는지를 검증하였다.
연구 결과 첫째, 기능적 혁신성이나 쾌락적 혁신성은 지각된 사용성과 지각된 성능에 각각 긍정적인 영향을 미쳤다. 둘째, 사회적 혁신성은 지각된 성능에는 긍정적인 영향을 미쳤으나, 지각된 사용성에는 통계적으로 유의하지 않았다. 끝으로, 쾌락적 혁신성과 사회적 혁신성이 구매의도에 미치는 영향은 지각된 사용성과 지각된 성능을 완전 매개하였다.
본 연구의 의의는 소비자들의 혁신성이 구매의도에 미치는 효과를 실증적으로 분석한 것이다. 기술제품을 소비자의 다차원적 혁신성에 따라 긍정적 또는 부정적 심리반응을 밝히고 다양한 기술제품에 따른 소비자들의 행동반응에 영향을 주는 요소를 통합하여 소비자들의 구매의도에 대한 연구 결과를 제시하였다.

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