신상품에 대한 수용과 저항의 통합모형

Despite their potential values, the mobile internet services in the domestic market have not been widely accepted as industry experts have expected. This phenomenon can be explained by the consumer resistance related to the level of perceived risk and habit toward existing practice. Most of previous researchers have focused to investigate the adoption and diffusion for new product, while only a few researchers have been tried to understand the reasons consumers don’t accept it. Adoption begins only after the initial resistance shown by the consumers is overcome. Thus, we must be concerned about consumer resistance. To fully understand this mechanism about consumer resistance and acceptance, this study presents a new framework integrating the consumer resistance into technology acceptance model(TAM). In other words, our research model of this study extends the traditional technology acceptance model(TAM) by adding the consumer resistance. In the research model, it was hypothesized that expense rationality, compatibility, and social influence are likely to influence consumer resistance, while the resistance, perceived usefulness, and perceived ease of use are likely to influence the intention to use, and in turn, intention to use will affect mobile internet usage. In order to verify the research model and test the proposed hypotheses, a consumer survey was performed and 280 data were collected from the undergraduate students. SPSS 12.0 and LISREL 8.72 were used for data analysis. The reliability of the multi-item scales was examined and the result was found satisfactory with cronbach's alpha values higher than 0.7. Scales were purified based on several measures of model fit and modification indices, and both the convergent and discriminant validities of the resulting scales were successfully verified. Finally, the structural model was examined and the fit indices are found within acceptable thresholds. The results reflect the impact of (a) expense rationality, and social influence on consumer resistance; (b) consumer resistance, and perceived ease of use on perceived usefulness; (c) consumer resistance, perceived usefulness, and perceived ease of use on intention to use mobile internet; (d) intention to use mobile internet on mobile internet usage. Based on these results, we attempt to provide managerial implications for the domestic mobile internet service provider and to suggest future research directions in this domain of research.