신제품 도입에 관한 관계 마케팅 효과 = Effect of Relationship Marketing on New Product Adoption

다국어 초록 (Multilingual Abstract)

Although marketing researchers have explored the value of relationship resources for pricing, distribution, and promotions, theory and research on the impact of relationship marketing strategies on product management has largely been ignored. Relationship marketing research has not considered the role of commitment and trust, the key relationship variables, on consumers' likelihood of adoption. Therefore, to explore this issue, the authors propose and test a three‐stage model through a series of structural equations. The results show that the ability to predict the likelihood of new product adoption in two distinct industries significantly increases when, in addition to characteristics of the adopter and the product, consumer commitment to and trust in the firm or brand that introduces the product are considere