지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2014.5
- 수록면
- 1,427 - 1,434 (8page)
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In this study, we discuss how to strengthen the categorization strategy of new hybrid IT products through complementary bundling. The model of this study is based on Technology Acceptance Model(TAM) with resistance variable and verifies the statistical significance by undertaking a survey on consumers" awareness. In addition, we review the moderating effects of prior knowledge in the adoption process of complementary bundling.
Through this analysis, we find out the structural relationship among the factors affecting adoption of complementary bundling. Also, it show that the influence of prior knowledge in respect of the adoption process is greater than others in case that there exists significant heterogeneity among strategic categories and complements.
In conclusion, these findings suggest the following managerial implication. The categorization strategy of new hybrid IT product can be enhanced by complementary bundling, but the suitability among strategic category and complements should be evaluated exhaustively.
Through this analysis, we find out the structural relationship among the factors affecting adoption of complementary bundling. Also, it show that the influence of prior knowledge in respect of the adoption process is greater than others in case that there exists significant heterogeneity among strategic categories and complements.
In conclusion, these findings suggest the following managerial implication. The categorization strategy of new hybrid IT product can be enhanced by complementary bundling, but the suitability among strategic category and complements should be evaluated exhaustively.
목차
Abstract
1. 서론
2. 이론적 배경
3. 가설설정과 연구모형
4. 연구방법
5. 가설검정 및 분석
6. 결론
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UCI(KEPA) : I410-ECN-0101-2018-020-000847857