초록 열기/닫기 버튼
최근 인공지능(AI)을 탑재한 스마트 디바이스 보급이 급격하게 확산됨에 따라 스마트 디바이스에 대한관심이 고조되고 있으며 특히 이러한 스마트 디바이스 신제품이 소비자 생활에 미치는 영향이 막대해지면서이에 대한 소비자 수용에도 관심이 높아지고 있다. 이러한 배경에서 본 연구는 두 가지 연구를 진행하였다. 첫 번째 연구는 UTAUT 모델을 적용하여 개인적 특성이 스마트 디바이스 수용의도에 미치는 영향을 살펴보았다. UTAUT 모델에서 제시된 신제품에 대한 수용의도에 영향을 미치는 요인인 노력 기대, 성과 기대, 사회적영향력과 더불어 개인 혁신성이 스마트 디바이스 수용의도에 미치는 인과관계를 분석한 결과, 모든 요인에서스마트 디바이스 수용의도에 유의하게 영향을 미치는 것으로 확인되었다. 두 번째 연구에서는 새로운 정보기술에 기반한 스마트 디바이스 신제품에 대한 수용의도가 소비자의 개인적특성에 따라 다르게 나타날 것이라는 예측 하에 군집분석을 통하여 스마트 디바이스 소비자시장을 세분화하고, 세분시장 간에 스마트 디바이스 수용의도에 차이가 있는지 살펴보았다. 노력 기대, 성과 기대, 사회적 영향력, 개인적 혁신성 등 4개 요인을 토대로 수행한 군집분석을 통해 ‘브랜드 중시형’, ‘소신 구매형’, ‘저관여 구매형’, ‘혁신 구매형’, ‘가치 중시형’, ‘신상품 구매형’ 등 6개 세분시장이 도출되었으며 각 세분시장에 대한 인구통계적및 구매행태에 관한 프로파일을 작성하였다. 이어서 도출된 6개 세분시장 간에 스마트 디바이스 수용의도차이를 살펴본 결과, 세분시장 간 수용의도에 유의한 차이가 있는 것으로 나타났다. 4차 산업혁명과 함께 소품종대량생산을 통해 규모의 경제를 추구하는 대기업과 다품종대량생산에 초점을둔 중소벤처기업이 공존하는 현재 상황에서 본 연구결과는 학술적으로뿐만 아니라 실무적 측면에서도 의미있는 시사점을 제공할 수 있을 것으로 기대한다.
Recently information technology is advancing rapidly, and various smart devices based on this technology are introduced to the consumer market. These trend obviously has an impact on not only business sectors but also customer side. In these environments, this study executed two studies. In the first study, UTAUT model is applied, in which the accepting factors for smart devices, effort expectancy, performance expectancy and social influence, are considered. In addition, this study includes personal innovativeness as an independent variable since it has a direct influence on consumer behavior on smart devices. The analysis results showed that four independent factors are all statistically influencing on acceptance intention. Previous studies have revealed the results that various personal characteristics are influencing behavioral attitudes. Therefore the second study tried to segment the smart device consumer market and scrutinized the profiles of each segment. By conveying clustering analysis, there are four distinct segments as namely, ‘Brand Oriented’, ‘Convinced Purchaser’, ‘Low-involvement Purchaser’, ‘Innovative Purchaser’, ‘Value Oriented’ and ‘New Product Purchaser’, are driven. The profiles of each segment are as follows; The segment1 named ‘Brand Oriented’ is more female(59.8%) than male(40.2%) and 55.0% are belong to income level of 4~6 million, almost half are office workers and mainly reside in Seoul and Busan. 58.3% are holding Samsung smartphone and usually buy what majority have. The segment2 named ‘Convinced Purchaser’ is more male(60.3%) than female(39.7%) and age of 20s are the most(31.5%). Income level of 4~6 million is 53.3% whereas 57.6% are office workers. 47.6% reside in Seoul, majority(53.3%) are holding Samsung smartphone and very self-confident in what they have to buy. The segment3 named ‘Low-involvement Purchaser’ is more female(57.0%) than male(43.0%) whereas their ages are evenly scattered among 30s, 40s and 50s. Their income level is relatively lower as 34.5% are 2~4 million and they usually buy what others buy with lower interest in technology. The segment4 named ‘Innovative Purchaser’ is more male(60.4%) than female(39.6%) and the age of 20s and 30s are the most as 28.0% and 28.5% respectively. Income level of 4~6 million is 44.6%, office workers are 69.4% and residing in Seoul is 61.3% as the most. They are highly interested in functions and performance of smart devices. The segment5 named ‘Value Oriented’ is more male(73.2%) than female(26.8%), and the age of 20s are the most as 35.4%. 49.2% are office workers and 41.1% reside in Seoul. They prefer high function and performance of smart devices whereas price sensitive. The segment6 named ‘New Product Purchaser’ is more female(54.8%) than male(45.2%) and their ages of 20s and 30s are 30.2% and 31.4% respectively. Almost half(49.1%) are income level of 4~6 million and 58.0% are office workers whereas 59.1% reside in Seoul. 66.9% holing Samsung smartphone and they usually buy the state of art. Finally, the result of difference analysis showed that ‘Value Oriented’ segment is the highest in acceptance intention for smart devices and ‘Convinced Purchaser’ and ‘Innovative Purchaser’ are following respectively. This study has both academical and practical implications. While past researches on UTAUT model only applied the single device or service, this study is applied in whole smart device industry in which recent development of information technology connecting and aggregating different functions of devices are prevailed. This study includes personal innovativeness as an independent variable since it is important to explain consumer behavior toward smart devices. Also this study has driven 6 distinctive segments for smart devices, in which various smart device companies need to practice differentiated marketing strategies to different segments.
키워드열기/닫기 버튼
Smart Device, UTAUT, Market Segment, Personal Innovativeness, Acceptance Intention
