신기술제품의 지각된 가치가 구매 및 투자의도에 미치는 영향 연구: 크라우드소싱 특성과 혁신성향 관점에서

With the spread of open networks and easy access to information since the Web 2.0 era, studies have been conducted in various fields to identify the relationship between exposure to products through social media and purchase intention. Prosumers, who participate in the production and consumption of new products (services) using social media, are at the center of these studies. Prosumers serve as the main participants in crowdsourcing activities where the public participates and influences the value and purchase intention of products with their collective intelligence, so the importance of adopting crowdsourcing in corporate activities is growing. The purpose of this study is to select crowdsourcing characteristics and innovation propensity as variables that are predicted to create the perceived value of new technology products(services), and to find out through empirical analysis whether these variables have a substantial effect on the perceived value of new technology products, and whether higher perceived value leads to purchase intention and investment intention. To collect the sample, 150 samples were collected from consumers across the country who have participated in crowdsourcing platforms and analyzed with Smart PLS version 4.0 program to test the proposed research hypotheses. Our findings are as follows First, crowdsourcing characteristics and innovation propensity have a positive impact on perceived value. Second, perceived value has a positive impact on purchase intention, but not on investment intention. Third, purchase intention is found to have a positive effect on investment intention. According to the results of this study, crowdsourcing characteristics and innovation propensity create the value of new technology products (services) and raise the desire to buy, thus laying the foundation for the creation of a market ecosystem, and the higher the purchase intention, the higher the investment intention of investors psychologically. The significance of this study is that it identified the key factors that determine consumers’ purchase intention and investors’ investment intention for new technology products (services). In addition, we found that the activities of crowdsourcing participants improve the perceived value of R&D outputs, which arouses consumers’ desire to purchase, and the improvement of purchase intention through purchase desire stimulates investment sentiment, which leads to investment intention.