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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.1
- 수록면
- 19 - 43 (25page)
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Categorization means the process labeling or identifying an object based on what people already know or its similarity for people to be easily perceptible in external environment. If it is categorized, it is schematically conjectured from typical characteristic of the category. In this sense, the categorization of new products has an important effect upon the market performance. Nevertheless, the categorization of innovative new products is not easy and occasionally very ambiguous. 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.
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참고문헌 (63)
참고문헌 신청
Aaker, A.D. / 1990 / Consumer Evaluations of Brand Extensions / Journal of marketing 54:27~41
Adams, D.A. / 1992 / Perceived Usefulness, Ease of Use, and Usage of Information Technology：A Replication / MIS Quarterly 16(2):227~247
Adams, W.J. / 1976 / Commodity Bundling and the Burden of Monopoly / Quarterly Journal of Economics 90:475~498
Agarwal, R. / 1999 / Are individual differences germane to the acceptance of new information technologies? / Decision Sciences 30(2):361~391
Alba, J.W. / 1987 / Dimensions of Consumer Expertise / Journal of Consumer Research 13:411~453
Adams, D.A. / 1992 / Perceived Usefulness, Ease of Use, and Usage of Information Technology：A Replication / MIS Quarterly 16(2):227~247
Adams, W.J. / 1976 / Commodity Bundling and the Burden of Monopoly / Quarterly Journal of Economics 90:475~498
Agarwal, R. / 1999 / Are individual differences germane to the acceptance of new information technologies? / Decision Sciences 30(2):361~391
Alba, J.W. / 1987 / Dimensions of Consumer Expertise / Journal of Consumer Research 13:411~453
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