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Consumer innovativeness and international consumer behavior: Comments and extensions
김우양,C. Anthony Di Benedetto,James M. Hunt 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.3
This study aims to discuss consumer innovativeness, as proffered by Kim, Di Benedetto, and Hunt in the Journal of Global Scholars of Marketing Science and found in other work carried out by Kim et al. We first review research pertaining to the dimensionality of innovativeness in the study of the consumer decision process. We then review current trends in research regarding innovation. Finally, we make several suggestions in the interests of improving research on the concept, with a particular focus on social interaction surrounding various forms of innovation.
김우양,C. Anthony Di Benedetto,James M. Hunt 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.1
In global, competitive markets, an understanding of consumer innovativeness is required to manage the adoption process for new high-tech products. Crucial to this understanding is the role of culture. Although a key element in the process by which consumer innovativeness and product experience impact consideration sets, little research exists regarding howculture actuallymoderates that process. In this study,weinvestigate the role that culture plays in facilitating the relationship between consumers’ general and domainspecific innovativeness, and their decision-making as characterized by the size and composition of their consideration sets. We undertake this work in the People’s Republic of China, the Republic of Korea, and the United States. We develop and test several research hypotheses pertaining to cultural effects on decision-making. The results support most of our hypotheses, suggesting that it is important for global marketers to target markets on the basis of domain-specific measures of consumer innovativeness.
Consumer innovativeness: a domain-specific perspective of information acquisition and choice
김우양,James M. Hunt,Richard A. Lancioni 한국마케팅과학회 2015 마케팅과학연구 Vol.25 No.1
This study examines how experiential brand factors are related to perceived domainspecificinnovativeness. We further investigate how domain-specific innovativenesspredicts the phase of innovation diffusion. To accomplish these objectives, we employan integrative perspective of consumer innovativeness and decision process. Resultssuggest that information utilization, diagnostic attributes and post-purchase behaviorare important predictors of consumer innovativeness. In addition, consumerinnovativeness predicts the diffusion of new product adoption. The findings andimplications are discussed
문화마케팅 관점에서의 한류문화 수용확산을 위한 최첨단기술의 탐색, 적용 및 연구 방향
이청림,이왕우,김우양 혁신클러스터학회 2022 혁신클러스터연구 Vol.12 No.2
본 연구는 한류문화 수용확산에 적용 가능한 최첨단 기술들에 대한 제시와 향후 연구에 바탕이 될 수 있는 몇 가지 제안을 하는 것을 목적으로 한다. 적용 가능한 최첨단 기술은 인공지능, 증강현실과 가상현실, 빅데이터 분석, 신경과학 마케팅, 3D프린팅 기술 등이 있으며 이는 문화마케팅 활동에 긍정적 영향을 미칠 수 있다. 이러한 최첨단 기술들의 공통점은 타당한 소비자 정보를 효과적으로 수집, 분석하여 소비자들의 니즈와 원츠에 맞는 철저한 마케팅전략 개발에 있다. 또한, 본 연구는 다섯 가지 최첨단 기술과 더불어 네 가지 측면에서 조절변인 및 매개변인 역할을 할 수 있는 고려점을 제시하였다. 향후 연구에서 고려해야 할 네 가지 측면은 한류문화의 디지털화, 세대마케팅, 기업윤리와 개인정보 보호, 소비자와 최첨단 기술의 상호호혜적 관계이다.
정헌수 ( Jeong Heon Su ),김우양 ( Kim U Yang ) 한국소비자학회 2003 소비자학연구 Vol.14 No.4
High-tech and related products such as internet services are emerging as a major source of profit for modern companies. Although this trend makes high-tech marketers have more interest in the characteristics of innovating consumers, little is known about their behavior. Especially, little is known about how the characteristics of innovators` consideration sets differ from those of non-innovators` consideration sets. This study explore how the consideration set of innovators differ from that of non-innovators in terms of shape. Specifically, we develop and empirically test hypotheses on difference of innovator vs. non-innovator with respect to size and composition of consideration set. Through this analysis we provide a clue to the study of considering behavior of innovators, and help high-tech marketers increase consideration rate of their brands.