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학술지 Comparative Analysis of Innovative Diffusion in the High-Tech Markets of Japan and South Korea: A Use-Diffusion Model Approach
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송영화, Kazuyuki Motohashi, 김강훈
Service Business, v.7 no.1, pp.143-166
12ZE1100, ETRI 연구역량 강화를 위한 R&D 체계구축 사업, 지경용
In recent years, many scholars and practitioners have raised doubt as to whether or not conventional research on the diffusion of innovation can explain and predict the needs and behavioral patterns of consumers in the raiding and converging market environment. Thus, it has been suggested that the use-diffusion model would be a good alternative framework to study innovation diffusion. This study explores whether the new model is effective in explaining and predicting the needs and innovative behavioral patterns of consumers in the Internet Protocol Television (IPTV) market in Japan and South Korea. Nation-wide surveys were conducted in Japan and South Korea for data collection, resulting in a large random sample (n = 500 in Japan and n = 500 in South Korea). Important findings of the study are: (1) product experience and sophistication of technology were found to be the most important factors in explaining the innovative diffusion process among IPTV users; (2) functional similarity, complementarity, and substitution effect were also main determinants for enhancing users' satisfaction with IPTV services; (3) complexity and relative advantage were crucial measures of IPTV's current technological level, functional performance, and quality with regard to services; and (4) a comparative analysis of diffusion patterns of IPTV between Japan and South Korea indicated that IPTV users in Japan appeared to be still in the phase of early adopters, while South Korean users have gone beyond to the phase of early majority in the adoption cycle. © 2012 Springer-Verlag.
KSP 제안 키워드
Comparative analysis, Data Collection, Diffusion Model, Diffusion Patterns, Diffusion of Innovations(DOI), Diffusion process, Early adopter, Functional Similarity, IPTV services, Internet Protocol Television(IPTV), Internet protocol(IP)