• Title, Summary, Keyword: Innovativeness

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A study on the Influence of Consumer Innovativeness on the Acceptance Intention in Mobile Advertising (소비자의 혁신성이 모바일 광고 수용에 미치는 영향에 관한 연구)

  • Park, Jong Soon;Lee, Jong Man
    • Journal of the Korea Society of Digital Industry and Information Management
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    • v.6 no.2
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    • pp.209-224
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    • 2010
  • This study is focus on consumer innovativeness. The purpose of this study is to explore variable that affect users' perceived value of mobile advertising and actual response intension to analyze relationship among variables. We built research new model based on the Technology Acceptance Model(TAM) and the Ducoffe's model(1996). The result of this study can be summarized as below. First, consumer innovativeness had a positive effect on convenience, the entertaining element and informativeness. Second, credibility and convenience had a positive effect on mobile advertising value. Third, Mobile advertising value had a positive effect on actual response intention to mobile advertising. As shown in the result of this study, the relation between perceived value of mobile advertising and actual response intention, depending on innovativeness in accordance with mobile advertising characters elements.

Factors Affecting Attitudes toward Social Login Services: The Moderating Role of Individual Innovativeness (소셜 로그인 서비스 태도에 영향을 미치는 요인: 개인 혁신성의 조절효과)

  • Qiu, Xiao-Yan;Koh, Joon
    • Journal of Information Technology Applications and Management
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    • v.25 no.4
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    • pp.1-21
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    • 2018
  • Due to the increase in the use of the Internet, it is becoming more common to provide or use a social login for registering for services. Herein, the purpose of this study is to analyze the influence of security, individual innovativeness, ubiquity and brand awareness on the use of social log-in service through the individuals' attitude who have memorized various IDs and passwords by using Technology Acceptance Model (TAM). In addition, the effect of individual innovativeness on the relationship between social login characteristic factors and attitudes toward social login services are examined. Based on the statistical results, it is found that the significant factors affecting the attitude toward the social login service are the security, ubiquity, brand awareness and perceived usefulness. Moreover, the individual innovativeness is found to have the moderating effects in the relationship between the three factors (the perceived usefulness, and perceived ease of use, and security) and attitude toward the social login service. Positive attitudes increase with the usefulness, ease of using social login serive when individual innovativeness is high. On the other hand, when individual innovativeness is low, the stronger the effect of security on attitude toward the social login services. In accordance with these results, the implications and limitations of this study are discussed.

Gender Differences in the Effects of Fashion Innovativeness and Fashion Involvement on Attitudes toward Apparel Recycling (패션혁신성 및 패션관여도가 의류재활용 태도에 미치는 영향: 남녀 비교 연구)

  • Lee, Minsun
    • Fashion & Textile Research Journal
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    • v.20 no.6
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    • pp.669-678
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    • 2018
  • With increasing concerns about environmental issues that can result from apparel and textile disposal, the recycling methods for discarded fashion products have gained significant attention. As the influential drivers of consumer purchasing and consuming behaviors, fashion innovativeness and fashion involvement can play important roles in forming consumer attitudes toward apparel recycling. The purpose of this study was to (1) investigate consumer attitudes toward three different methods of apparel recycling including resale, reform, and donation, (2) examine the effects of fashion innovativeness and fashion involvement on consumers' apparel recycling attitudes, and (3) identify gender difference in the relationships among fashion innovativeness, fashion involvement, and recycling attitudes. Using a web-based survey, data were collected from 281 Korean consumers who were in their 20s and 30s. Overall, both male and female consumers revealed the most favorable attitudes toward apparel recycling through donation, followed by reform, and resale. The findings suggest that consumer traits, such as fashion innovativeness and fashion involvement, are important factors predicting male consumers' apparel recycling behaviors. Those male consumers who perceive fashion as important were more interested in apparel recycling than those males who put low importance on fashion. Male fashion innovators were less likely to recycle their unused and old apparel items. Further studies identifying antecedents of female consumers' attitudes toward apparel recycling are warranted.

Older People's Innovativeness toward Technologies and Demand of Home Automation System (노년층의 기술수용성향과 홈오토메이션 시스템에 대한 요구도)

  • Kwon, Oh-Jung
    • Proceeding of Spring/Autumn Annual Conference of KHA
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    • pp.67-72
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    • 2005
  • The purpose of this study was to determine the factors which affect older people's innovativeness toward technologies and factors which affect their demand of home automation system. The study collected data from 289 persons who are 50 years and older with experience living in an apartment currently or past. Innovativeness toward technologies of respondents were low level and the significant factors which affect their innovativeness were age, education, employment, marital status, current housing types, health status of self and spouse, consideration of home automation system for a newly-moved house. Education, employment types, consideration of home automation system for a newly-moved house, and plan for moving were the major factors which affect demand of home automation system. Also, older people's innovativeness toward technologies was the most important factors which affect demand of home automation system. Th results of this study explained that high technologies which are adopted in residential environment should be considered target consumers' abilities and attitudes for acceptance toward new ideas. Especially, for older consumers, various ideas to expand their understanding of new technologies should be developed and the positive effect of technologies to increase the qualify of their later life should be educated.

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Older People's Innovativeness toward Technologies and Demand of Home Automation System (노년층의 기술수용성향과 홈오토메이션 시스템에 대한 요구도)

  • Kwon Oh-Jung
    • Journal of the Korean housing association
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    • v.16 no.6
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    • pp.139-147
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    • 2005
  • The purpose of this study was to determine the factors which affect older people's innovativeness toward technologies and factors which affect their demand of home automation system. The study collected data from 289 persons who are 50 years and older with experience living in an apartment currently or past. Innovativeness toward technologies of respondents were low level and the significant factors which affected their innovativeness were age, education, employment, marital status, current housing types, health status of self and spouse, consideration of home automation system for a newly-moved house. Education, employment types, consideration of home automation system for a newly-moved house, and plan for moving were the major factors which affect demand of home automation system. Also, older people's innovativeness toward technologies was the most important factor which affected demand of home automation system. Th results of this study explained that high technologies which are adopted in residential environment should be considered target consumers' abilities and attitudes for acceptance toward new ideas. Especially, for older consumers, various ideas to expand their understanding of new technologies should be developed and the positive effect of technologies to increase the quality of their later life should be educated.

Effects of Consumer Innovativeness on Environment-friendly Product Satisfaction (소비자 혁신성향이 친환경제품 만족도에 미치는 영향 : 혁신성향, 친환경성향 및 친환경 제품 혁신성의 상호작용효과)

  • IM, Meeja;SONG, Mee Ryoung;CHU, Wujin
    • The Journal of Distribution Science
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    • v.17 no.10
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    • pp.125-134
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    • 2019
  • Purpose - Environment-friendly behaviors are diverse and can be motivated by different factors. For example, magnitude of factors affecting recycling behavior could be different from those affecting purchasing of environmentally-friendly products. In this study, the focus is on usage satisfaction of consumers who have purchased environmentally-friendly products. Research design, data, and methodology - For this purpose, data were collected from a total of 345 users of environmentally-friendly products, consisting of 177 users of electric vehicles and 168 users of environmentally-friendly detergents. The study analyzed the relationships among consumer's innovation propensity, consumer's environmental concern, and usage satisfaction. In addition, the moderating effect of the product's innovativeness was examined. Results - The result shows that there is a relationship between consumer's innovation propensity and consumer's environmental concern. In particular, it is shown that both consumer's innovation propensity and consumer's environmental concern have positive effects on usage satisfaction. Further, there was a moderating effect of the product's innovativeness. Namely, products rated higher in innovativeness showed a greater effect of consumer's innovation propensity on usage satisfaction. The degree of the product's innovativeness also affected the directional paths of the relationships. In the electric vehicle (i.e., high product innovativeness) case, consumer's innovation propensity had a direct effect on usage satisfaction, as well as an indirect effect through consumer's environmental concern. In the environmentally-friendly detergent (i.e., low product innovativeness) case, consumer's innovation propensity only had an indirect effect on usage satisfaction, through consumer's environmental concern. Conclusions - Theoretical contributions of this study are as follows. Foremost, this is the first study that suggests an existence of a relationship between consumer's innovation propensity and consumer's environmental concern. Second, this study showed the positive effect of consumer's innovation propensity on usage satisfaction of environmentally-friendly products. Third, this study expanded the scope of previous studies by showing the interaction between consumer's innovation propensity and consumer's environmental concern. Lastly, this study showed that the effect of these variables on usage satisfaction can differ by the degree of innovativeness of the environmentally-friendly product. The results of the study will have implications for marketers and policy makers in formulating marketing activities and policies.

The Effect of Service Innovativeness of IT Service Centers: Mediating Role of Behavior Intention (전자제품 서비스센터의 서비스 혁신성이 소비자의 재구매의도에 미치는 영향: 서비스센터 행동의도의 매개효과를 중심으로)

  • Kim, So-Hyung;Kang, Min-Jeong
    • The Journal of Distribution Science
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    • v.11 no.10
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    • pp.17-25
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    • 2013
  • Purpose - This study analyzes the effect of customers' perceived service innovativeness of service centers for electronic goods, on repurchase intentions of customers, using behavior intentions of service centers as a mediator variable. In customer management and customer relationship marketing, service centers can be the most representative customer relationship management departments because they are most closely placed at the interface with customers. In addition, this study intends to investigate if continuous relationship with customers during one-time product-selling can affect their repurchase intentions. Specifically, this research aims to investigate if the expansion of the saturated physical market of the manufacturing business, to intangible service markets, can be competitive enough to satisfy customer needs. Research design, data, and methodology - This study targets college students, and especially those who have computers, digital cameras, or cell-phones, and often use electronic products and services. In order to investigate our hypothesis, we analyzed dates through SEM (structural equation modeling) using SPSS for Windows 18.0 and AMOS 18.0. In addition, we measured Cronbach's α coefficient using SPSS for Windows 18.0 in order to measure reliability. Further, using AMOS 18.0, this research statistically measured convergent validity as well as discriminant validity, and examined mediation models and path models in which service innovativeness leads to customers' repurchase intentions of electronic products. Results - As a result, this research shows that customers' perceived service innovativeness of service centers for electronic goods has significant positive influence on customers' behavior intentions of service centers. In addition, service innovativeness of electronic goods' service centers also has significant positive influence on repurchase intentions of customers. Conclusion - This study investigates the effect of customers' positive relation with the innovativeness of electronic service center on their behavior intention and product repurchase. The more concrete, important results of the study are as follows. Through the mediating effect, the findings of the study suggest that customers' behavior intentions of service centers partially mediate the effect of customers'perceived service innovativeness of service centers for electronic goods on customers' repurchase intentions. This research also provides an insight that the importance of service innovativeness and innovative approaches in managing customers should be recognized in the process of repurchase and service roles of manufacturing business as a way for customer management. As a result, the relationship between customer satisfaction and service quality of service centers for the electronic products is very sensitive. Although previous studies focus on certain aspects of the case for enhancing service innovation (Kim, 2012), this research recommends that the service centers need to understand the customers'desire first and try to adapt to achieve customer satisfaction by being innovative. This innovativeness of service centers would make customers visit them consistently, which in the long run, will also influence their repurchase decisions.

Moderating Effects of Personal Innovativeness on the Relationship between Perceived Usefulness, Subjective Norm and Intention to Use Mobile Internet (인지된 유용성과 주관적 규범이 모바일인터넷 사용 의도에 미치는 영향에 있어 개인 혁신성향의 조절효과에 대한 연구)

  • Shin, Hyun-Sik
    • The Journal of Information Systems
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    • v.19 no.3
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    • pp.209-236
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    • 2010
  • Recently, utilization of mobile Internet services is rapidly increasing. To properly accelerate the vitalization of mobile Internet usage, we have to know exactly about the factors affecting potential users' value recognition and intention to use. Technology acceptance model (TAM) is one of the most powerful reference framework for the individual user's adoption of IT innovations. This research borrowed core concept of TAM, and tried to explain users' intention to use mobile Internet by understanding the direct and indirect effects of subjective norm and perceived usefulness. To increase the explanatory power of the model, this paper introduced personal innovativeness as a key moderator variable. The research findings include; i) subjective norm has strong positive influence on perceived usefulness and intention to use, ii) perceived usefulness has positive influence on intention to use, iii) the influence of subject norm is greater than that of perceived usefulness, iv) positive influence of subjective norm on the perceived usefulness and intention to use are significantly stronger in the case of low personal innovativeness sub-group than the case of high personal innovativeness sub-group, and v) high personal innovativeness sub-group have shown strongly positive influence of perceived usefulness on the intention to use while there is no such significant relationship in the case of low personal innovativeness sub-group. Based on these findings, this paper proposed several guidelines to increase the adoption and the usage of mobile Internet; i) word-of-mouth is extremely important, ii) to form a good word-of-mouth, it will be very important to make early adopters and heavy users have positive direct experiences of using mobile Internet.

The Mediated Effect of Innovativeness and Customer Orientation among Entrepreneurial Market Orientation, Organizational Effectiveness and Business Performance (기업가적 시장지향성과 조직유효성·경영성과 간에 혁신성·고객지향성의 매개효과)

  • Yoo, Bong-Ho
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.12 no.9
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    • pp.3924-3935
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    • 2011
  • In this study, the mediated effect of innovativeness and customer orientation among entrepreneurial market orientation, organizational effectiveness and business performance. For this, a statistical analysis for 419 copies of questionnaires collected from small and medium sized companies. As a result of analysis, first, entrepreneurial orientation was verified to be antecedents of market orientation. Second, it was identified that market orientation played a mediating role among entrepreneurial orientation, innovativeness and customer orientation. Third, entrepreneurial market orientation had positive effect on innovativeness and customer orientation. Fourth, innovativeness and customer orientation had positive effect on organizational effectiveness and business performance. Fifth, innovativeness and customer orientation, the core of this study; had the mediated effect among entrepreneurial market orientation, organizational effectiveness and business performance.

Influence of the Innovativeness on the Use Intention in SNS: Focused on UTAUT (혁신성이 SNS 사용 의도에 미치는 영향: UTAUT를 중심으로)

  • Lee, Moon-Bong
    • Journal of the Korea Industrial Information Systems Research
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    • v.17 no.7
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    • pp.177-186
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    • 2012
  • Social Network Service is a web-based service that allows the people to construct relationship among users with same interest and supports various activities such as managing personal relations and sharing information or contents. The objective of this study is analysing the influence of the innovativeness on the use intention in SNS based on the UTAUT model. This study establishes a theoretical model that includes four independent variables(performance expectancy, effort expendancy, social influence, innovativeness) and two moderating variables(gender and innovativeness). The empirical results obtained in a sample of 403 university students are followings; 1) The use intention is positively influenced by the performance expectancy, effort expendancy, social influence and innovativeness. The effort expectancy is the strongest predictor of the use intention 2) The gender has a moderating effect whileas the innovativeness has no moderating effect. For men, the stronger the effect of performance expectancy on the use intention and for women, the stronger the effect of social influence on the use intention.