earticle

영어

This study insists that product attributes based on different market view affect individual consumers' acceptance of high－tech new product.The current work presents that interactivity in a product can be classified into two different dimensions according to their characteristics. One of them is market－driving dimesion that have the interactivity offering innovation to consumers but that is unfamiliar to consumers, and the other is market－driven dimension that is familiar to consumers but that is not very much innovative.Proposed model was tested and the result supports the hypothesis that the perceived usefulness is affected by control and customization of market－driven dimension and flow is affected by product innovativeness and playfulness. Consequently they affects acceptance intention.