소비자 혁신성이 온라인쇼핑 행동에 미치는 영향 : 혁신기술수용모델을 중심으로 = The impact of the consumer's innovativeness on online shopping behavior : Based on the Technology Acceptance Model

국문 초록 (Abstract)

본 연구는 혁신확산이론과 혁신기술수용모델의 결합을 통하여 소비자 혁신성이 인터넷쇼핑수용에 미치는 영향을 알아보았다. 혁신성 측정을 위해 모든 개인이 소유하고 있는 성향으로 혁신수용에 있어 일반적이고 지속적인 개인의 성향을 대변하는‘범 혁신성’척도 대신에‘특정분야(i.e., 온라인쇼핑) 혁신성’척도를 사용하였다.
혁신기술수용모델을 구성하고 있는 변인들(온라인쇼핑 유용성, 사용용이성, 태도, 의도) 각각에 대해서는 인터넷쇼핑분야에서 혁신적인 소비자들이 비혁신적인 소비자들보다 긍정적으로 인식하고 있었다. 하지만, 혁신기술수용모델 구성변수들간의 인과관계에 미치는 혁신성의 영향에 관한 분석은 두 집단간 유의미한 차이를 가지는 모든 경로에서 비 혁신집단이 보다 더 정적인 계수 값을 가지고 있다는 것을 보여주었다. 이러한 결과는 비 혁신자들은 모험이나 불확실성을 기피하며 혁신수용에 영향을 미치는 특성들(상대적 이익, 복잡성, 양립성, 시용가능성 등)에 대한 확신이 선 상태에서 혁신을 수용하는 경향이 있다는 혁신확산이론을 뒷받침하고 있다.

다국어 초록 (Multilingual Abstract)

Based on the theory of the diffusion of innovation and the technology acceptance model (TAM), this study examined the impact of the consumer’s innovativeness on intention to shop online. In order to measure the consumer’s innovativeness, this study employed domain-specific (i.e., online shopping in this study) innovativeness scale instead of general innovativeness scale, which reflects an individual’s general and consistent characteristics.
Innovators were more likely to have positive perceptions to variables of the TAM (i.e., online shopping usefulness, ease of use, attitude, and intention) than noninnovators. However, analyses of the impact of innovativeness on causal relationships between variables of the TAM revealed that non-innovators had more positive path coefficients than innovators in all paths that had significantly different coefficients between the two groups. These findings support the theory of the diffusion of innovation, which asserts that non-innovators are reluctant to take venturesomeness and uncertainty and tend to adopt innovations at a stage where they can certain that innovations will not fail.

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