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논문 기본 정보

자료유형
학술저널
저자정보
김영문 (계명대학교) 손정임 (계명대학교) 조현숙 (대구대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제11권 제4호
발행연도
2011.12
수록면
87 - 111 (25page)

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Due to the recent demand and interest in digital convergence by consumers, businesses are competitively introducing new products. However, their market performance is not meeting expectations. In order to acquire a comprehensive understanding of the diffusion of digital convergence products, this paper look into not only the previous adoption-diffusion model, but also the recently discussed use-diffusion model. For this study, we set up a hypothesis and model based on the theoretical review of the adoption-diffusion and use-diffusion models, and then conducted an empirical verification. First, a verified result of influential hypothesis about external factors’ effects on TAM’s simple use and usefulness shows that technical elaboration is a common factor in having influence on simple usage and usefulness. Second, perceived usefulness was confirmed as a common factor which has an influence on the intention of repurchase through the hypothesis test result of the influence of perceived factors on consumer attitude. On the other hand, perceived simple usage only had influence on satisfaction and not on the intention of repurchase. Thus, it’s shown that simple usage doesn’t have statistical significance due to a change in precedence in terms of the purpose of use. Third, diversity of usage purpose was confirmed as a common factor in having significant influence on the intention of repurchase through the test result on the influential hypothesis about use pattern on consumer pattern. As mentioned above, this study with digital convergence products, which can be categorized as innovative products, as an objective takes adoption factors and use patterns into consideration at the same time. A meaning can be found from the fact that independent variables which have influences on adoption and usage expansion were able to be compared and analyzed through the studying the expansion with a focus on adoption after usage of a product and the TAM model of the traditional usage expansion.

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Abstract
Ⅰ. 서론
Ⅱ. 선행 연구
Ⅲ. 연구모형 및 가설
Ⅳ. 연구조사 설계 및 실증분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2013-326-001431065