소비자 혁신성과 고려제품군 형태간의 관계에 관한 연구 = A Study on the Relationship between Consumer Innovativeness and Shape of Consideration Sets

다국어 초록 (Multilingual Abstract)

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.