신기술제품의 지각된 가치가 구매 및 투자의도에 미치는 영향 연구: 크라우드소싱 특성과 혁신성향 관점에서

봉명환,서영욱 대한경영학회 2023 大韓經營學會誌 Vol.36 No.10

웹 2.0 시대로 접어들면서부터 개방형 네트워크의 확산과 정보 접근성이 용이해졌으며, 이에 따라 소셜 미디어를이용한 제품의 노출효과와 구매의도 간의 영향관계를 규명하는 연구들이 다양한 분야에서 이루어지고 있다. 이러한소셜 미디어를 이용한 신기술제품(서비스)의 홍보효과를 탐색하는 연구의 중심에는 생산과 소비에 참여하는프로슈머(prosumer)가 있다. 프로슈머는 대중이 스스로 참여하여 집단 지성으로 제품의 가치와 구매의도에 영향력을행사하는 크라우드소싱 활동의 주된 참여자 역할을 하므로, 기업의 활동에서 크라우드소싱 도입의 중요성이 점점커지고 있다. 본 연구는 신기술제품(서비스)의 지각된 가치를 창출할 수 있을 것이라고 예측되는 변수로 크라우드소싱특성과 혁신성향을 선택하고, 이들 변수들이 신기술제품의 지각된 가치에 실질적 영향을 미치는지, 지각된 가치가높아지면 구매의도와 투자의도로 이어지는 관계에서 영향을 미치는지에 대한 실증 분석을 통해 알아보는 것을 목적으로한다. 표본을 수집하기 위해 크라우드소싱 플랫폼에 참여한 경험이 있는 전국의 소비자를 대상으로 150개의 표본을수집하여 Smart PLS 4.0 버전 프로그램으로 분석하고 제안한 연구가설을 검증하였다. 연구 결과는 다음과 같다. 첫째, 크라우드소싱의 특성과 혁신성향은 지각된 가치에 정(+)의 영향을 주는 것으로 나타났다. 둘째, 지각된 가치는구매의도에 긍정적인 영향을 미치지만 투자의도에는 유의미한 영향을 주지 않는 것으로 나타났다. 셋째, 구매의도는투자의도에 정(+)의 영향을 주는 것으로 확인되었다. 본 연구결과에 따르면, 크라우드소싱 특성과 혁신성향은 신기술제품(서비스)의 가치를 창츨하여 구매욕구를끌어올림으로써 시장생태계 조성을 위한 발판을 마련하였고, 또 구매의도가 높을수록 심리적으로 투자자의 투자의도도높아진다는 것을 알 수 있었다. 본 연구는 신기술제품(서비스)에 대한 소비자의 구매의도와 투자자의 투자의도를결정하는 핵심요소가 무엇인지를 찾았다는 점에서 의의가 있다. 또한 크라우드소싱 참여자의 활동이 R&D 성과물의지각된 가치를 향상시켜 소비자의 구매 욕구를 불러일으키고, 구매 욕구를 통한 구매의도의 향상은 투자심리를자극시켜 투자의도로 이어지는 것을 확인할 수 있었다. With the spread of open networks and easy access to information since the Web 2.0 era, studies have been conducted in various fields to identify the relationship between exposure to products through social media and purchase intention. Prosumers, who participate in the production and consumption of new products (services) using social media, are at the center of these studies. Prosumers serve as the main participants in crowdsourcing activities where the public participates and influences the value and purchase intention of products with their collective intelligence, so the importance of adopting crowdsourcing in corporate activities is growing. The purpose of this study is to select crowdsourcing characteristics and innovation propensity as variables that are predicted to create the perceived value of new technology products(services), and to find out through empirical analysis whether these variables have a substantial effect on the perceived value of new technology products, and whether higher perceived value leads to purchase intention and investment intention. To collect the sample, 150 samples were collected from consumers across the country who have participated in crowdsourcing platforms and analyzed with Smart PLS version 4.0 program to test the proposed research hypotheses. Our findings are as follows First, crowdsourcing characteristics and innovation propensity have a positive impact on perceived value. Second, perceived value has a positive impact on purchase intention, but not on investment intention. Third, purchase intention is found to have a positive effect on investment intention. According to the results of this study, crowdsourcing characteristics and innovation propensity create the value of new technology products (services) and raise the desire to buy, thus laying the foundation for the creation of a market ecosystem, and the higher the purchase intention, the higher the investment intention of investors psychologically. The significance of this study is that it identified the key factors that determine consumers’ purchase intention and investors’ investment intention for new technology products (services). In addition, we found that the activities of crowdsourcing participants improve the perceived value of R&D outputs, which arouses consumers’ desire to purchase, and the improvement of purchase intention through purchase desire stimulates investment sentiment, which leads to investment intention.

딥러닝을 활용한 콘크리트 균열 감지기법의 특성 동향 분석

편수정(Pyeon, Su-Jeong),김규용(Kim, Gyu-Yong),최병철(Choi, Byung-Cheol),지성준(Ji, Sung-Junk),유하민(Eu, Ha-Min),남정수(Nam, Jeong-Soo) 대한건축학회 2023 대한건축학회 학술발표대회 논문집 Vol.43 No.1

가상피팅을 이용한 의류제품 구매의도 영향변수에 관한 연구

강은미(Kang, Eun Mi),박은주(Park, Eun Joo) 한국디자인문화학회 2020 한국디자인문화학회지 Vol.26 No.1

최근 기술의 발전과 함께 가상현실과 증강현실 등에 대한 관심이 증가하면서 의류제품 구매에 있어서 가상피팅이 대두되고 있다. 하지만 이에 대한 소비자 행동 연구가 부족하여 다양한 연구가 필요한 시점이다. 이에 본 연구에서는 온라인에서 가상피팅을 이용하여 의류제품을 구매할 때 소비자들의 혁신성에 따라 가상피팅 유형이 사용의도 및 구매의도에 미치는 영향을 살펴보고, 다음으로 가상피팅 관련 변수 중 구매의도 영향변수를 확인하고자 하였다. 이러한 연구결과는 온라인에서 의류제품 가상피팅에 관련된 마케팅 전략에 도움을 줄 수 있을 것이다. 연구의 자료는 모바일 등 온라인을 통하여 의류제품을 구매한 적이 있는 대학생들을 대상으로 설문지를 사용하여 수집하였다. 설문지전 가상피팅 유형에 대한 동영상을 시청하도록 하였다. 자료 분석은 SPSS 24.0 통계 프로그램을 사용하여 빈도분석, 요인분석, 신뢰도분석, t-test, 회귀분석, 판별분석을 실시하였다. 분석 결과는 다음과 같다. 첫째, 고혁신 소비자들이 저혁신 소비자들에 비하여 가상피팅 유형 중 간접피팅과 실재감을 높게 인지하는 것으로 나타났다. 둘째, 대부분의 소비자들은 가상피팅의 실재감이 높을수록 사용의도가 높았으며 이는 구매의도로 이어졌다. 그러나 직접피팅과 간접피팅의 영향은 소비자의 혁신성 정도에 따라 차이가 있었다. 셋째, 소비자들의 구매의도 여부를 의미 있게 구별해줄 수 있는 가장 큰 영향을 주는 변수는 사용의도였고 다음으로 실재감, 간접피팅, 혁신성 순이었다. 본 연구결과를 바탕으로 소비자의 혁신성 등을 고려하여 가상피팅 사용의도를 높여 구매의도로 이어질 수 있도록 마케팅 전략을 구사할 것이다. Recently, with the development of technology, increasing interest in virtual reality and augmented reality, virtual fittings are emerging in the purchase of apparel products. However, there is a lack of research on consumer behavior, and various studies are needed. Therefore, this study examines the effect of virtual fitting type on use intention and purchase intention according to the innovation of consumers when purchasing apparel products using virtual fitting online. Next, we tried to check the purchase intention influencing variables among the virtual fitting related variables. These findings could help marketing strategies related to virtual fitting of apparel products online. Data from the study were collected using questionnaires for college students who had purchased apparel products online. Before the questionnaire, the video about the virtual fitting type was watched. Data analysis was performed using the SPSS 24.0 statistical program to analyze frequency, factor, reliability, t-test, regression, and discriminative analysis. The analysis results are as follows. First, high-innovation consumers are more aware of indirect fitting and presence among virtual fitting types than low-innovation consumers. Second, most consumers had higher intentions to use virtual fittings, which led to purchase intentions. However, the effects of direct and indirect fittings differed according to the degree of consumer innovation. Third, the most influential variables that can distinguish consumers’ purchase intention was use intention, followed by presence, indirect fitting, and innovation. Based on the results of this study, we will use marketing strategies to increase the intention to use virtual fittings in consideration of consumer’s innovation tendencies and lead to purchase intention.

혁신성 새로움이 소비자 구매 의향에 미치는 영향: 친숙성과 지각된 위험의 매개 효과와 속성 대 편익 소구의 조절 효과를 중심으로

이주연(Lee, Juyon),주우진(Chu, Wujin) 한국마케팅학회 2020 마케팅연구 Vol.35 No.1

신제품의 구매 의향을 증가시키기 위해서 마케터들은 어떠한 노력을 해야 할까? 본 연구에서는 소비자가 지각하는 혁신성 새로움(perceived innovation newness)이 구매 의향에 이르는 심리적 기제로서 친숙성(familiarity)과 지각된 위험(perceived risk)의 매개 효과를 살펴보았다. 연구 결과 혁신성 새로움이 증가할수록 친숙성은 낮아진 반면, 친숙성이 높아질수록 구매 의향은 증가하였다. 동시에 혁신성 새로움이 증가할수록 지각된 위험은 높아졌고, 지각된 위험이 높아질수록 구매 의향은 감소하였다. 그리고, 혁신성 새로움 수준에 따라 신제품을 점진적 혁신제품(INPs: incrementally innovative new products)과 급진적 혁신제품(RNPs: radically innovative new products)으로 구분하여 혁신성 새로움 수준과 구매 의향 사이의 관계에서 소구 유형의 조절효과가 나타나는지 살펴보았다. 해석 수준 이론(construal level theory)에 의하면 소구 유형은 하위 수준의 해석(low-level construal)을 활성화하는 구체적인 속성(concrete attributes) 소구와 상위 수준의 해석(high-level construal)을 활성화시키는 추상적인 편익(abstract benefits) 소구로 분류할 수 있다. 혁신성 새로움 수준(INP vs. RNP)과 소구 유형(속성 vs. 편익)의 상호 작용 효과를 검증해 본 결과 속성 소구에 비하여 편익 소구를 적용하는 경우 급진적 혁신제품(RNP)의 구매 의향이 유의하게 증가하는 것으로 나타났다. 본 연구의 주요 시사점은 다음과 같다. 첫째, 혁신제품에 대한 친숙성은 높여주고 지각된 위험을 줄여주는 것이 소비자들의 구매 의향을 증가시킨다는 것을 실험을 통하여 이론적으로 검증했다. 둘째, 속성 소구에 비하여 편익 소구를 적용하는 것이 급진적 혁신제품의 구매 의향을 증가시킨다. 소구 유형과 다양한 변수들과의 관계에 대한 선행 연구는 있지만 소구 유형과 혁신성 새로움의 상호 작용에 대한 연구는 아직 수행되지 않았는데, 본 연구에서 신제품의 혁신성 새로움 수준에 따라 속성 대 편익 소구의 조절 효과가 나타남을 밝혔다는 점에서 의의가 있다. 본 연구의 결과는 급진적 혁신제품에 대한 포지셔닝 전략의 수립 및 실행에 활용할 수 있다. What should marketers do to increase innovative new products adoption? We propose a conceptual model positing that familiarity and perceived risk mediate the relationship between perceived innovation newness and consumers’ purchase intention. We performed scenario-based experiment and the results are as follows. Perceived innovation newness had a negative effect on familiarity, whereas familiarity led to higher purchase intention. At the same time, perceived innovation newness increased perceived risk, which led to lower purchase intention. Further, new products can be distinguished as INPs (incrementally innovative new products) and RNPs (radically innovative new products) by the degree of newness of the innovation. Grounded in construal level theory (CLT), concrete attributes-based appeal facilitates low-level construal, whereas abstract benefits-based appeal facilitates high-level construal. We investigated the interaction effect of new products’ innovation newness level (INP vs. RNP) and appeal type (attributes-based vs. benefits-based). The results reveal that benefits-based (compared with attributes-based) appeal significantly increased purchase intention of RNPs. Major findings of our study are as follows. First, we theoretically verified that improving familiarity and reducing perceived risk of innovative new products can increase consumers’ purchase intention. Second, benefits-based appeal (compared with attributes-based appeal) has a significantly positive effect on purchase intention of RNPs. Although previous researches have investigated on the relationship between appeal types and other variables, a research on the relationship between appeal type and innovation newness has not been conducted yet. Thus, it is meaningful that we found the moderating role of appeal type on the relationship between innovation newness level and purchase intention. The findings of this study have implications for new product positioning strategies for RNPs.

The influence of innovative packaging on consumers' purchase intention -Convergence research based on the perceived quality theory-

정 찬,조동민 한국전시산업융합연구원 2022 한국과학예술융합학회 Vol.40 No.4

This study aims to provide more theoretical references for innovative packaging designers so that companies can improve product sales through the innovative design of the packaging. This study summarizes the concept of innovative packaging design and consumers' intention to purchase, and converges the theory of perceived quality to research. Through the extraction of innovative packaging elements, a model of the influence of innovative packaging on consumers' purchase intention is constructed, and corresponding hypotheses are proposed. Finally, the model's hypotheses and feasibility were verified by SPSS and AMOS statistical analysis software. The results of this study are as follows, visual innovation, material innovation, structural innovation, functional innovation, and emotional innovation have a significant positive effect on perceived quality and consumer purchase intention. Perceived quality has a significant positive effect on consumers' purchase intention. Perceived quality played a partial mediating role among visual innovation, material innovation, structural innovation, functional innovation, emotional innovation, and purchase intention. Based on the results of this study, the following suggestions are made for the design of innovative packaging. First, when designing innovative packaging, designers should combine the product's characteristics and design from the multiple dimensions proposed in this paper to reflect the product's perceived quality fully. Secondly, these innovative packaging elements are related, and the innovation of material, structure, and function will also affect the visual and emotional embodiment. The designer should coordinate the relationship between the five dimensions and not neglect the embodiment of other dimensions. Third, popular elements will always influence the form of innovation. Designers should pay attention to the embodiment of differentiation to avoid too much homogenization of innovative design to cause consumer resistance, thereby reducing consumer purchase intentions.

디자인 혁신 속성이 제품과 브랜드 태도 및 구매 의도에 미치는 영향 -스마트 워치를 중심으로-

정재희 한국디자인문화학회 2019 한국디자인문화학회지 Vol.25 No.3

In response to the success of design innovation products, interest in design innovation has increased more than ever. Although design innovation has originated from various attributes such as functionality, ergonomics, and aesthetics in practice, most studies on design has centered around aesthetics. The purpose of this study is to investigate the effects of functional, ergonomic and aesthetic attributes on consumers’ attitudes toward product and brand and their purchase intention. For the empirical research, the author proposed a mixed approach of the Theory of Reasoned Action(TRA) and the Technology Acceptance Model(TAM). The author conducted an online survey on a total of 222 respondents with four smart watches of Tag Heuer, Apple, Samsung, and Huawei from January to February 2017. The questionnaire consisted of items to identify the direct and indirect impacts of design innovation attributes, product and brand attitudes, and purchase intention. The finding shows that aesthetic attributes have a substantial effect on both product and brand attitudes. However, ergonomic attributes have respectively a substantial effect on product attitude, and functional attributes on brand attitude. Brand attitude is the most influential variable in purchase intention. Therefore, when design innovation products are introduced, functional and aesthetic attributes should be emphasized to encourage consumers to form positive attitude toward brand, which eventually leads to purchase intention. The study’s findings indicate how design innovation attributes affect consumer’s attitudes toward product and brand and purchase intention. which will instruct companies on how to apply these attributes to their products to increase the likelihood of success in design innovation products. 디자인 혁신 제품이 비즈니스에서 성공하는 사례가점차 증가함에 따라 디자인 혁신에 대한 관심이 그 어느 때보다 높아졌다. 실제 디자인 혁신은 기능성, 사용성, 심미성의 다양한 측면에서 이루어지는 데에 반해, 디자인에 관한 연구는 대부분 심미성을 중심으로 이루어져 왔다. 본 연구는 제품의 기능적, 인간공학적, 심미적 속성이 고객이 제품과 브랜드에 대한 태도를 형성하는 데에 어떠한 영향을 미치고, 최종적으로 구매 의도를 형성하는 데에 어떠한 영향을 미치는지를 살펴보고자 진행 되었다. 실증적 연구를 위해 합리적 행위이론(TRA, Theory of Reasoned Action)과 기술수용모델(TAM, Technology Acceptance Model)을 결합한 혼합모델을 제안하였다. 2017년 1월~2월에 걸쳐 총 222명을대상으로 태그 호이어(TAG Heuer), 애플(Apple), 삼성(Samsung), 화웨이(Huawei) 네 개 브랜드의 스마트 워치에 대한 온라인 설문을 진행하였다. 설문은 디자인혁신 속성, 제품 태도, 브랜드 태도, 구매 의도의 직간접적인 영향 관계를 파악하기 위한 문항으로 구성되었다. 설문 결과를 살펴보면, 심미적 속성은 제품과 브랜드 태도 모두에 큰 영향을 주었고, 인간공학적 속성은제품 태도에 큰 영향을 주었으며, 기능적 속성은 브랜드 태도에 큰 영향을 주었다. 또한 구매 의도에 가장 큰영향을 주는 요소는 브랜드 태도였다. 따라서 디자인혁신 제품을 출시할 경우에는 기능적 속성과 심미적 속성을 강조하여 브랜드에 대한 긍정적인 태도를 형성하는 것이 추후 구매를 유도하는 데에 효과적일 것으로추론된다. 본 연구는 디자인 혁신 속성이 고객의 제품과 브랜드에 대한 태도와 구매 의도에 어떠한 영향을미치는지를 살펴봄으로써, 디자인 혁신 제품의 성공 가능성을 높이기 위해 이들 속성을 제품에 어떻게 적용해야 하는지를 제시해 주는 데에 그 의의가 있다.

The Effect of Consumer Innovativeness, Perceived Risk and Price Sensitivity on New Product Adoption: The Moderating Effect of Gender

박세현,정기한 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.5

Smartphone manufacturers launched innovative new products to gain market shares and significant profits. The success of these products was reliant on its novel innovation and on satisfing the consumers. Consumers were reacting different on consumer innovativeness, perceived risk and price sensitivity to purchase smartphone. Considering these points, this study investigated impacts of consumer innovativeness on the new products adoption in smartphone market and examined the gender differences among all the theoretical relationships proposed in this research model. The samples consisted of 316 questionnaires answered by university students. The collected data were analyzed by SPSS 22.0 and AMOS 22.0. According to the results of the reliability and validity test, all estimates were found reliable, and all items were included. The results confirmed that cognitive innovativeness has no influence on perceived risk, price sensitivity and purchased intention but sensory innovativeness has positive effects on perceived risk, price sensitivity and purchased intention. Perceived risk has positive effects on price sensitivity. Perceived risk has no impact on purchase intention but price sensitivity has negative impact on purchase intention. The effect of cognitive innovativeness on perceived risk was much stronger for male than for female consumer. but the effect of cognitive innovativeness on purchase intention and price sensitivity on purchase intention was much stronger for female than for male consumer.

Influence of consumer innovativeness and cosmetic selection attributes on purchase intention of eco-friendly cosmetics

Su-Jin Park(Su-Jin Park),You-Jeong Kim(You-Jeong Kim),Oh-Hyeok Kwon(Oh-Hyeok Kwon),Jeong-Min Lee(Jeong-Min Lee) 대한미용의학회 2023 대한미용의학회지 Vol.7 No.1

Background: Owing to the COVID-19 pandemic, consumers’ interest in the environment has increased. This has also led to increased interest in eco-friendly products and cosmetics. To increase consumers’ purchase intention of eco-friendly cosmetics, this study explores the influence of consumer innovativeness and cosmetic selection attributes on their purchase intention of eco-friendly cosmetics. Objective: This study aims to provide practical marketing data for eco-friendly cosmetic companies and contribute to increasing consumers’ purchase intention. Methods: This study collected data through self-administered surveys and analyzed the collected data using SPSS ver. 24.0. Results: Our statistical analysis shows that the functional, hedonic, cognitive, and social innovativeness of consumer innovativeness and the brand, quality, and price of cosmetic selection attributes positively (+) influence purchase intention of eco-friendly cosmetics. Conclusion: Our statistical results show that consumer innovativeness and cosmetic selection attributes positively influence the purchase intention of eco-friendly cosmetics. We expect that targeting consumers who have high consumer innovativeness and favor brand-, quality-, and price-centered marketing can increase consumers’ positive purchase intention.

The Effect of Consumer Innovativeness, Perceived Risk and Price Sensitivity on New Product Adoption

Sehyeon Park,Kihan Chung 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.5

Smartphone manufacturers launched innovative new products to gain market shares and significant profits. The success of these products was reliant on its novel innovation and on satisfing the consumers. Consumers were reacting different on consumer innovativeness, perceived risk and price sensitivity to purchase smartphone. Considering these points, this study investigated impacts of consumer innovativeness on the new products adoption in smartphone market and examined the gender differences among all the theoretical relationships proposed in this research model. The samples consisted of 316 questionnaires answered by university students. The collected data were analyzed by SPSS 22.0 and AMOS 22.0. According to the results of the reliability and validity test, all estimates were found reliable, and all items were included. The results confirmed that cognitive innovativeness has no influence on perceived risk, price sensitivity and purchased intention but sensory innovativeness has positive effects on perceived risk, price sensitivity and purchased intention. Perceived risk has positive effects on price sensitivity. Perceived risk has no impact on purchase intention but price sensitivity has negative impact on purchase intention. The effect of cognitive innovativeness on perceived risk was much stronger for male than for female consumer. but the effect of cognitive innovativeness on purchase intention and price sensitivity on purchase intention was much stronger for female than for male consumer.

A Study on Effects of Repurchase Intention of Consumer Innovativeness and Website Characteristics: Focused on Consumer of Overseas Direct Purchase

LEE, Hye-Jeong,LEE, Jong-Ho 한국유통과학회 2021 The Journal of Industrial Distribution & Business( Vol.12 No.2

Purpose: In this study, with the transaction amount of foreign direct Purchase and foreign direct sales increasing, South Korea is in a situation where foreign direct sales are focused on China. We looked at the impact of consumer innovation and site characteristics on repurchase ability among the characteristics of overseas direct purchase consumers as a way to make direct overseas sales to various overseas countries. Research design, data and methodology: Consumer innovativeness consists of four variables: functional, hedonistic, social, and cognitive, and the site characteristics consisted of four variables: product price, product assortment, convenience, and service. The study was conducted on consumers with foreign direct purchase experience, and was finally used in 252 additional analyses. Results: The main findings of this study were first, that the impact on the degree of re-purchase among consumer innovativeness of foreign direct purchase consumers had a significant impact in the order of cognitive innovativeness, hedonistic innovativeness, and functional innovativeness. Social innovativeness did not affect the degree of re-purchase. Second, site characteristics have been found to have a significant impact on the degree of re-purchase in order of product assortment, commodity price, and service. Convenience did not affect the degree of re-purchase. Conclusions Taken together these results can be called the biggest characteristic of the cognitive innovativeness of the consumer's inclination to use the overseas direct purchase, the price or quick response of the goods sold on the site is a factor that affects the re-purchase, above all it is important to have a variety of products. We will present this element as a way to make direct sales abroad to various countries. In addition, foreign direct purchase is a lot of transactions in China, the United States, EU, but the share of China is high in foreign direct sales, and the U.S. and EU have a very low performance, it is important to consider the reasons why they prefer Korean products in China to study the social and cultural characteristics of U.S. and European consumers in the future, and to support and active marketing that companies and sellers can increase sales.