earticle

영어

Most of the previous studies on the innovation have focused on the supply-side of innovations, and the research topics have been about how to execute the change and innovation consistently, to create the innovation products and services, and to strengthen innovation competencies. This study focused on the demand-side of innovations which did not have had much spotlight relatively. Therefore, 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 generated. In order to test the hypotheses, telephone survey was performed. This survey study results show that market or customer age, income, personal networks, 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.