Abstract
Submitted:July 2, 2014 1 Revision:August 23, 2014 Accepted:August 27, 2014 * 대전대학교 경영대학 무역통상학과 교수 ** 연세대학교 경영대학 교수, 교신저자 *** 연세대학교 경영대학 교수 **** 연세대학교 기술경영협동과정 박사과정 ***** TNS Korea 연구원 The purpose of this study is to examine factors affecting the diffusion and the intention to use, and how these factors differ among adopter categories. A survey was done to analyze the diffusion of smart-phone, the most popular and innovative product nowdays. We collected 197 survey questionnaires from smart-phone user and analyzed the data using SPSS 18.0 and Smart PLS 2.0. PLS (Partial Least Square) analysis was implemented before multiple group-innovator, early adopter, eraly majorityanalysis which is categoriezed by Innovation Diffusion Model of Rogers (1995). The results show that firstly, in innovator group (n=63), the functional and the safety value have significantly positive effect on user satisfaction. In addition, we found that user satisfaction and the brand loyalty are significatly associated with the intention of use. Secondly, in early adopter group (n = 67), the design value has significantly positive effect on user satisfaction and it has significantly positive effect on brand loyalty. Finally, in early majority group (n = 67), the design value has significantly positive effect on the user satisfaction and it has stronger effect on the intention of use and brand loyalty. We conclude this paper with the implication of this study to both academia, business practice, and policy making. Keyword:Diffusion, Intention to Use, Adopter Category, Brand Loyalty, Social Influence 韓國IT서비스學會誌 第13卷 第3號 2014年 9月, pp.25-50 26 Sangyun Han.Sung Joo Bae.Se-Bum Park.Eunjung Ma.Hena Han
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