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korean management review - Vol. 45 , No. 3

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[ Article ]
korean management review - Vol. 45, No. 3, pp. 983-1002
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2016
Received 19 Jul 2015 Revised 30 Jan 2016 Accepted 21 Feb 2016
DOI: https://doi.org/10.17287/kmr.2016.45.3.983
Effects of Pace of Technology Change on Perceived Risk and Resistance in Adoption of Innovative Products: Focusing on Smart Watch
Kyung Ja Park^*
*Small Business Management Institute, Sunchon National University, First Author

기술변화속도가 혁신제품채택에 대한 위험과 저항에 미치는 영향: 스마트워치를 중심으로
박경자^*

*(주저자) 순천대학교 중소기업경영연구소 연구교수 (kjpark@sunchon.ac.kr)



Funding Information ▼ Ministry of Education National Research Foundation of Korea NRF-2014S1A5B5A02016719

Abstract

Conversion products continue to change and evolve, on the basis of creative idea and innovation technology. As dynamics of such technology change increases uncertainty to consumers, resistance to technology change would be stronger. Therefore, the purpose of this study is to identify the effects of rapid technology change recognized by consumers on perceived risk of and adoption resistance to smart watches. For the purpose, ‘perceived risk’, which is known as a useful variable in forecasting innovation resistance, is divided into 4 sub-elements. In addition, the influence relationship with risk factors is structuralized by classifying the types of resistance to ‘Postponement’ and ‘Rejection’. The participants was selected from university and graduate school students, who are considered as main target consumers of smart watches. The survey is controlled to increase explanatory power regarding adoption resistance by allowing only university and graduate school students who have interest in or purchased smart watches to answer the survey.

According to the analysis, it is shown that functional, social and financial risk and adoption postponement are stronger when they perceive that relevant technology is rapidly changing. In addition, the finding shows that perceived functional risk of a smart watch is a determinant of adoption rejection while social and financial risk have significant influence on adoption postponement. In conclusion, the findings imply that the pace of technology change that is excessively quick or perceived to be excessively quick by consumers emphasize perceived risk of innovation and lead to resistance of consumers.

It is worth to notice that this study demonstrates that the pace of technology change perceived by consumers is likely to be a situational factor imposing risk and resistance to innovation.

초록

창의적인 아이디어와 혁신기술을 바탕으로 하는 컨버전스제품은 지속적으로 변화되고 있으며, 이러한 기술변화의 역동성은 수용자에게 불확실성을 가중시켜 혁신에 대한 저항을 강화시킬 수 있다. 이에 본 연구에서는 수용자에게 지각된 기술변화속도가 혁신제품 채택에 관한 위험지각과 저항행동에 미치는 영향을 규명하고자 하였다. 구체적으로, 혁신저항을 예측하는 데 유용한 변인인 ‘지각된 위험’을 스마트워치 환경에 맞춰 4개의 하위요인으로 구성하였으며, 저항의 형태를 ‘채택보류’와 ‘채택거부’로 세분화하여 위험요인들과의 관계를 구조화하였다.

설문은 스마트워치의 주된 수요층이라 할 수 있는 대학생과 대학원생 중, 스마트워치에 대해 관심이 높고 구매를 고려해 본 경험이 있는 대상자에게 실시하여 채택저항에 관한 설명력을 높이고자 하였다.

분석결과, 기술 변화속도가 빠르다고 지각할수록 스마트워치에 대한 기능적, 사회적, 재정적 위험 지각과 채택보류가 강한 것으로 나타났다. 또한 스마트워치에 대해 지각된 기능적 위험은 채택거부의 결정요인으로 확인되었으며, 사회적 위험과 재정적 위험은 채택보류에 상당한 영향을 미치는 것으로 나타났다. 요컨대, 빠르게 지각된 혹은 지나치게 빠른 기술변화속도는 혁신에 대한 위험을 부각시켜 채택저항으로 이어질 수 있음을 함축한다.

본 연구는 수용자에게 지각된 기술변화속도가 혁신에 대한 위험과 저항을 발생시키는 상황적 요인이 될 수 있음을 실증했다는 데 의의가 있다.


Keywords: Innovation Resistance, Pace of Technology Change, Rejection, Postponement, Perceived Risk, Smart Watch 키워드: 혁신저항, 기술변화속도, 혁신거부, 혁신보류, 지각된 위험, 스마트워치

Acknowledgments

이 논문은 2014년 정부재원(교육부)으로 한국연구재단의 지원을 받아 연구되었음(NRF-2014S1A5B5A02016719).

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·저자 박경자는 전남대학교에서 전자상거래 전공으로 석·박사학위를 취득하였고, 현재 순천대학교 중소기업경영연구소에서 연구교수로 재직 중이다. 주요 연구 분야는 e-비즈니스, 정보시스템관리, 온라인소비자행동 등이며, 최근에는 컨버전스(Convergence) 수용과 저항, 그리고 디버전스(Divergence)로의 전환행동에 관심을 갖고 있다.