earticle

영어

Various prior studies on the innovation have been focused on the supply-side of innovations. Most of the previous research are mainly about how to execute the change and innovation consistently, to create the innovative products and services, and to strengthen innovation competencies. Instead of the supply-side of innovations, this study is focused on the demand-side of innovations. Factors affecting the innovation confidence are investigated in this study. Independent variables which can affect the innovation confidence are identified through literature review, and research hypotheses are created. In order to test the hypotheses, telephone survey targeted Gyeongnam province were executed in 2010, and as a result 227 survey questionnaires were collected and used for data analysis. Research results show that market or customer age, income, personal network, opportunity recognition and capability competence can affect the innovation confidence. On the other hand, it is hardly to say that working status and regional homogeneity can affect the innovation confidence. The results of this study can be practically used how to operate the marketing activities through customer segmentation in order to perform the marketing activities of firms effectively.