연세대학교 경영연구소

Pak, Yong Suhk, 곽주영,민현주.  A cross-cultural study of path from consumer innovativeness to perceived product value, and to purchase intention: Evidence from smart phone users in Korea and the U.S  연세경영연구  51  : 41~70

발표년도: 2014  |  분야: 마케팅/국제경영

This study addresses the differences in connecting consumer perception with purchase intention of high-tech products across countries. Since the business environments for buying and using high-tech products are different across countries, perceived values for high-tech products and, accordingly, the intention to purchase them show cross-country divergence. Using a structural equation model, we test our hypotheses related to perceived product value and purchase intension. Data was collected through questionnaires returned from 133 Korean and 139 U.S. university students who use smart phones. The results indicate that, in high-tech marketing, perceived hedonic value acts as a mediator for the relationship between consumer innovativeness and purchase intention in both countries, while perceived utilitarian value mediate only in Korea and perceived social value mediate only in the U.S., respectively. It means that the Korean consumers regard highly the functional specifications in smart phones while the U.S. consumers read status including income level or job into using smart phones. Our study contributes to the finding that why purchasing behaviors are different between two same groups. These results provide implications on international marketing for high-tech products.

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  이전글 Roh, Hyun Tak, 유승희.  관계적 인구통계학 연구: 메타분석 및 질적 분석을 통한 종합적 이해  연세경영연구

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