기술제품에 대한 사용자 지각이 사용의도에 미치는 영향 : 수용적 태도와 저항의 매개적 역할을 중심으로 = The Impact of User Perception on Usage Intention：Focusing on the Moderating Role of Attitude of Acceptance and Resistance

다국어 초록 (Multilingual Abstract)

This study explores the major factors that are likely to affect the acceptance and resistance of innovative products and services. The TAM (Technology Acceptance Model) has been widely used for understanding consumer acceptance of new technology. This model displays perceived usefulness and perceived ease of use as antecedents of intention to adopt and use. However, research has reported a variety of preceding variables for technology acceptance. In addition, considering paradoxes of technology, research regarding both acceptance and resistance in an integrated model can explain consumer perception and behavior in detail. The results of this study states that relative benefits, degree of innovation in technology, perceived usefulness and perceived ease of use have had positive influence on the intention to adopt but negative impact on that of resistance. However, alterations of usage and perceived risk positively affects resistance, but also have negative effects on the intention to adopt. Finally, intention to adopt has comparatively greater influence than that of resistance on intention to use. Theoretical and managerial implications of the results are also discussed.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경
• 3. 연구가설 및 모형
• 4. 연구방법
• 5. 연구결과
• 6. 결론
• 참고문헌
• 저자소개