• 경영과정보연구
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• 제36권1호
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• pp.143-159
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• 2017

많은 소비자들이 제품 교체결정에 직면했을 때, 진부화의 정도는 소비자의 태도와 구매행동에 영향을 미치고 있을 것이다. 이러한 영향관계를 알아보기 위해 본 연구의 목적은 계획적 진부화의 개념을 적용하여 스마트폰의 교체결정에 어떠한 영향을 미치는 지 살펴보고, 스마트폰의 교체결정과정에서 소비자 혁신성과의 관계를 조사하고자 하였다. 스마트폰을 사용하고 있는 소비자들을 대상으로 설문조사를 실시하였으며, 총 205부가 최종 분석에 사용되었다. 본 연구 결과 계획적 진부화는 소비자의 교체의도에 영향을 미치는 것으로 확인되었다. 구체적으로 기능적 진부화, 심리적 진부화, 경제적 진부화의 순으로 교체의도에 영향을 주었다. 그리고 소비자 혁신성의 조절효과를 검증한 결과 고혁신성 집단에서는 기능적 진부화, 심리적 진부화, 경제적 진부화가 교체의도에 영향을 미쳤지만, 저혁신성 집단에서는 경제적 진부화에서만 영향관계가 확인되었다. 따라서 계획적 진부화의 영향력은 소비자의 혁신성이 높을수록 교체의도가 높음을 확인하였다. 본 연구 결과는 성숙기 시장인 스마트폰 시장에서 교체구매행동을 이해할 수 있으며, 기업의 효과적인 판매 전략을 수립하는데 유용한 시사점을 제시하였다.

• 유통과학연구
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• 제13권8호
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• pp.81-90
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• 2015

Purpose - To vitalize a market or develop a new one, companies frequently release new products into the market, often by shortening the time to market, called the release period. This research aims to investigate the purchase intention behavior of consumers in terms of buying new products at the time of product release based on the release speed. Research Design, Data, and Methodology - The research reviews the influence of relative advantage, complexity, and compatibility among innovative attributes of new products, as proposed by Rogers. Moreover, it examines the moderating effect of the innovative new product attributes in terms of speed of obsolescence of old products and how that influences consumer purchase behavior. Additionally, this study tests the research hypotheses using empirical analysis. Results - The analysis demonstrated that the relative predominance (H1) and suitability (H3) of new products had a statistically significant positive influence on new product purchase intention. However, the complexity (H2) of new products had a statistically significant positive influence on new product purchase intention in contrast to its predicted sign (-). The results of the moderating effect of the old product use period were as follows. H4-1 was not supported since the difference between the path coefficients of the group with the low level old product use period and the group with the high level, represented by the relationship of relative predominance and new product purchase intention, was not statistically significant. H5-1 was also not supported since the difference between the path coefficients of the group with the low level of old product use period and the group with the high level, represented by the relationship of complexity and new product purchase intention, was not statistically significant. However, H4-2 was supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of relative advantage and new product purchase intention was statistically significant. H5-2 was not supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of complexity and new product purchase intention, was not statistically significant. H6-2 was also not supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of compatibility and new product purchase intention, was not statistically significant. Conclusion - According to the results, only H4-2 among the hypotheses on the moderating effect of the old product use period and use frequency was statistically significant. Future research should focus on carrying out a detailed review of the hypothesis on the moderating effect of the old product usage period and frequency, find the cause, and connect this to potential new research.

• 한국의류산업학회지
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• 제6권6호
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• pp.699-706
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• 2004

In today's fashion industry, directions for new products and high value added of fashion goods, product changes according to cycles, the shortening of life cycles, added value, planned obsolescence, and presentation is focused on fashion trends that will be selected by many consumers at the point of selling time. Therefore fashion information poses great importance and its weight is growing bigger everyday. Fashion information recognized to be important is reflected practically in the prediction of fashion changes in the fashion industry; especially, it is the first stage of the merchandising process that is the course of new product development. Presently, with some differences according to the size and specialized area of a firm, domestic fashion menufacturers obtain information from sales data of competing brands and their own, market information, consumer information based on primary data, shared fashion trend information given by domestic fashion information providing companies. Firms can not produce differentiated images and product concepts using such shared information. Although the types, importance and reflection of used information vary according to merchandising processes, all experts engaging in the merchandising of fashion products use the same shared information.