신상품 수용과정에 있어서의 시장숙련자의 수용의도, 재구전의도에 관한 연구

Abstract

With the rapid growth of mobile products industry and the technological advance of mobile communication services, tons of newer versions of mobile phones and mobile communication service are flooding the market. In 2007(March), 3G mobile communication service started a new commercial business, but these new products have not always been successful. Mobile internet service already started a commercial business, but they have not yet reached the maturity stage. Therefore, mobile communication service providers will require market segmentation and differentiation of marketing strategy if the 3G mobile communication service is to succeed, and this study attempted to analyze the factors influencing 3G mobile communication service adoption intention and Re-WOM intention, as a result of diffusion adoption intention and Re-WOM intention. Moreover, this study attempted to analyze the relationships between independent variables(perceived innovativeness, social influence, mobile communication service quality), mediators(perception of risk, adoption intention) and dependent variables(Re-WOM intention), and focused on market mavenism' difference. For the study, the data for analysis was obtained from 341 university student consumers who experienced using mobile communication services. The data analysis was used by SPSS 12.0 and AMOS 4.0. The results of this study are as follows: First, perceived innovativeness and service diversity are significant factors influencing adoption intention on market mavenism high group, but they are not significant factor statistically on low group. Second, social influence and communication service quality are not significant factor statistically on high group. The order side perception of risk has been confirmed positively influence between social influence and between mobile communication service has been confirmed negatively influence on low group. Third, adoption intention and Re-WOM intention are negatively influence between perception of risk but it found that difference in accordance with level of market mavenism.