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.
초록· 키워드
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This study aims to examine the effects of on premium convergence products buying behavior. This paper analyzed the positive attitude formation using the basic and extended TAM and also revealed how the positive premium convergence product attitude relate to relationship purchasing intention and word of mouth intention. The samples of 562 consumer indicate that the antecedents are consist of four dimension(perceived usefulness, perceived ease of use, social value) and attitude is developed into buying intention and word of mouth intention. We have reached the following conclusion about the antecedents and outcomes factors of customer attitude for the launch of premium convergence product. First, perceived usefulness, perceived delight, and social value had a positive effect on customer attitude but perceived ease of use did not. Second, we found that customer attitude had a positive effect on purchase intention and word-of mouth intention. Finally, interaction effect of perceived usefulness/perceived delight and social value had a positive effect on customer attitude. Our findings suggested that adoptian and diffusion of premium convergence product is influenced by several behavior factors. Managerially, our result emphasize that premium convergence products must satisfy not only the perceived usefulness/delight but also social value that consumers are seeking in order to be successful in the market. The theoretical and practical implications of these findings are discussed as well.
목차
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참고문헌 (69)
참고문헌 신청
Garbarino, E / 2004 / Gender Difference in the Perceived risk of Buying Online and the Effects of Receiving a Site Recommendation / Journal of Business Research 57(7):768~775
Ha, S / 2009 / Consumer E-Shopping Acceptance; Actecedents in a Technology Acceptance Model / Journal of Business Research 62(5):565~571
Hacklin, F. / 2009 / Coevolutionary Cycles of Convergence: An Extrapolation from the ICT Industry / Technological Forecasting and Social Change 76:723~736
Harman, H. / 1967 / Modern Factor Analysis / University of Chicago Press
Helminen, N. / 2002 / The Traditional Media and The New media; Convergence or Coalitions? / Frontiers of e-Business Research 26(1):153~162
Ha, S / 2009 / Consumer E-Shopping Acceptance; Actecedents in a Technology Acceptance Model / Journal of Business Research 62(5):565~571
Hacklin, F. / 2009 / Coevolutionary Cycles of Convergence: An Extrapolation from the ICT Industry / Technological Forecasting and Social Change 76:723~736
Harman, H. / 1967 / Modern Factor Analysis / University of Chicago Press
Helminen, N. / 2002 / The Traditional Media and The New media; Convergence or Coalitions? / Frontiers of e-Business Research 26(1):153~162
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