최적자극수준, 사회적 적합성향, 그리고 사회 연계망이 혁신의 수용에 미치는 영향 = (The) effects of optimum stimulation level, social appropriateness, and social network on the adoption of innovations

다국어 초록 (Multilingual Abstract)

This study proposes that the trait of optimum stimulation level, concern for the social appropriateness of behavior, and social network properties are associated with the adoption level of new products. In this study, peer groups and their properties were examined directly, via social network analysis, from the perspective of sociological theory.
Seven hundred and eleven first graders in one girls’ high school system named their three best friends, allowing linkage of information provided by best friends. Also the responses of students are used to present measures of the traits, as well as to show the number of trials, and the evaluations of a set of new products.
The major findings of the study are that 1) the trait of optimum stimulation level, social concern of behavior, and the interaction between the traits are associated with the level of adoption of new products, 2) the level of adoption at the individual and clique level is related to network characteristics, 3) higher rates of adoption are observed among clique members than social network isolates and liaisons, and 4) the level of adoption of clique members is associated with the adoption level of clique leader.
The findings are consistent with the conclusion that social factors are important for understanding adoption behavior, but suggest a significant departure from earlier considerations by indicating that measurement of social network properties is essential for a more complete explanation of its social nature.

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