웹기반 환경에서 소비자 혁신성과 고객행동유형이 신제품 수용의도에 미치는 영향

Abstract

While it is getting hard to develop, launch and successfully settle a new product in the market, customer participation behavior is getting focused as an important factor which decides whether the product will be successful or not. Also it is assumed that customer role and participation have great importance in the marketing recently. However, studies on this aspect are not being conducted sufficiently. This study, unlike the existing researches, is focused on, first of all, whether customer participation behavior and customer citizenship behavior have an effect on customer innovativeness. Second, it is intended to figure out how customer participation behavior and customer citizenship behavior influence new product adoption. The study result shows that the customer innovativeness had a positive influence on customer participation behavior. Second, customer innovativeness was shown to be positively influential on customer citizenship behavior. Third, customer participation behavior and customer citizenship behavior had a positive effect on new product adoption. The overall findings suggest that marketer should develop marketing strategies to facilitate new product adoption effectively by increasing Customers’ perception of Innovativeness. At the conclusion were presented the implication and the limit of this study, and a future research direction as well.