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SCOPUS 학술저널

신제품의 혁신 속성과 계획적 진부화가 소비자의 구매의도에 미치는 영향

The Influence of a New Product's Innovative Attributes and Planned Obsolescence on Consumer Purchase Intention

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Purpose - To vitalize a market or develop a new one, com-panies 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 prod-uct release based on the release speed. Research Design, Data, and Methodology - The research re-views the influence of relative advantage, complexity, and com-patibility among innovative attributes of new products, as pro-posed 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 hy-potheses using empirical analysis. Results - The analysis demonstrated that the relative predom-inance (H1) and suitability (H3) of new products had a statisti-cally significant positive influence on new product purchase intention. However, the complexity (H2) of new products had a statistically significant positive influence on new product pur-chase 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 pur-chase 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 statisti-cally significant. However, H4-2 was supported since the differ-ence between the path coefficients of the group with the low level of old product use frequency and

Abstract

1. 서론

2. 신제품의 소비자 선택에 관한 선행연구의 고찰

3. 연구가설의 설정

4. 분석결과

5. 결론

References

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