컨버전스 제품의 사용확산 및 재수용에 영향을 미치는 N 세대 소비자의 혁신성 및 준거집단 순응성의 영향

In the field of marketing, research on new product diffusion has traditionally focused on the adoption perspective. Researchers label this the adoption-diffusion(AD) paradigm, which examines the process by which an innovation reaches a critical mass of adopters, the diffusion is accelerated, and innovation is considered successful. Recently, researchers have pointed out limitations of the AD model, stating that though diffusion processes cannot be understood without studying the nature of adoption, to complete the diffusion story, the use-diffusion(UD) processes also need to be examined. This is especially true of some consumer technologies for which their complexity and evolving nature indicate that the trajectory and time scale of diffusion can be quite prolonged. This study focuses on the fast moving technological innovation like cellular phones and data collected from 209 student(high school and university).The models in this study include constructs like use innovativeness, information innovativeness, compliance of reference group, use diffusion, satisfaction, repurchase intention and technological impact and test the casual relation. The results are as follows: (1) compliance of reference group influenced use innovativeness, information innovativeness, but didn't influence use diffusion, (2) consumer innovativeness affect a variety of use and satisfaction, but information innovativeness didn't influence satisfaction, (3) use diffusion has strong relationship with technological impact, satisfaction, and repurchase intention, (4) satisfaction affect use rate and repurchase intention.