원문정보
초록
영어
This study investigates how consumer innovativeness and resistance to innovation jointly shape mobile keyword search behavior during pre-purchase decision-making. Drawing on innovation resistance theory and spreading activation theory, we analyze mobile log data from 128 smart-device purchasers using semantic network analysis and sentiment-based keyword classification. Four consumer groups were segmented based on innovativeness and resistance levels. Results show that highly innovative but resistant consumers exhibit fragmented and risk-centered search networks, while those with low resistance form interconnected, exploratory structures. Functional inconvenience prompts pragmatic searches, whereas anxiety leads to emotionally charged expressions. These findings offer theoretical insights into dual psychological dispositions in innovation contexts and practical implications for adaptive digital communication.
목차
1. Introduction
2. Theoretical background
2.1 Consumer Innovativeness and Resistance to Innovation
2.2 Semantic Networks and Spreading Activation in Consumer Cognition
3. Research Objectives
4. Method
4.1 Data Collection
4.2 Participant Classification by Disposition
4.3 Keyword Extraction and Preprocessing
4.4 Semantic Network Analysis
4.5 Resistance Keyword Analysis
5. Results
5.1 Semantic Network Structures by Consumer Disposition (RQ1)
5.2 Expression of Resistance in High-Innovativeness Groups (RQ2)
6. Discussion
6.1 General Discussion
6.2 Theoretical and Practical Implications
6.3 Limitations and future research
References