블루투스 이어셋 사례로 본 혁신기술제품의 소비자 구매결정지연에 관한 연구

The purchase-contemplating phase of consumers is divided into three steps: an information-gathering step; a price-studying step; and an active purchase-considering step. Accordingly, consumers are divided into three groups: the purchase-considering initial-stage consumer group, the passive potential consumer group, and the active potential consumer group. Each of these groups has its own purchase-delaying factors in each step. In general, the more highly networked markets and societies become, the more resistance to innovation consumers have. The game theory has it that as the network becomes more complex, a member’s purchasing decision is influenced by the assumption that other members on the closely connected network will do the same. As a result, it is more difficult for manufacturers to crack the market in a highly networked society than in the environment in which its members are independent. Therefore, it is essential that manufacturers figure out the characteristics of the network and make use of it in order to open new markets with innovative products. This study considers the reasons consumers delay purchasing innovative products introduced into a highly networked society and looks for ways to cope with this trend, by investigating the case of the Bluetooth EarSet sales in South Korea.