소비자 혁신성과 제품 속성이 스마트 기기의 구매의도에 미치는 영향

The Relationship of Consumer Innovation and Product Attributes on Smart Device Purchases: A Comparative Analysis of Chinese and Korean Consumers

China’s own domestic market has attracted many countries which are on the verge of completing the process of internationalization. There is a need to understand the important factors when customers are buying products and the basic rules for purchasing. But we find that such researches are few. Previous consumer theories are generally aimed at Western countries and developed countries. The purpose of this study therefore is to test whether the previous theoretical research is also applicable to the Chinese market. From the standpoint of the enterprise, consumer innovation is the most important reason for purchasing intention. This paper aims to explain the many essential differences between China and the West and other developed countries, such as its social system and cultural environment and that the products chosen in this paper are intelligent machines, whose characteristics are that the product life is short and is prone to faster replacement. The more innovative consumers will buy intelligent products compared to conservative products. The purchase of intelligent machine products reflects the innovative. Finally, this paper examines the impact of innovation on the buying intentions for consumers in China and South Korea.