CAJ | 학술논문

通过访谈和内容编码的研究方法探索消费者不同类型的创新抵制行为的影响因素，研究显示延迟采用主要受到经济风险和消费者使用模式两个因素的影响，拒绝采用主要受到经济风险、功能风险、社会风险、使用模式、感知产品形像五个因素的影响，而反对采用受到身体风险、功能风险、社会风险、传统和规范、感知产品形象五个因素的影响。研究结论对于企业创新产品的推广具有实践指导价值。
통과방담화내용편마적연구방법탐색소비자불동류형적창신저제행위적영향인소，연구현시연지채용주요수도경제풍험화소비자사용모식량개인소적영향，거절채용주요수도경제풍험、공능풍험、사회풍험、사용모식、감지산품형상오개인소적영향，이반대채용수도신체풍험、공능풍험、사회풍험、전통화규범、감지산품형상오개인소적영향。연구결론대우기업창신산품적추엄구유실천지도개치。
By interviewing and content encoding , the author of this paper explores consumer resistance to innovation and its antecedents . Worrying about postponement , economic risk and usage patterns are the main factors . Economic risk , functional risk , social risk , perceived image and usage patterns are important drivers of rejection . Social and functional risk , physical risk , traditions and norms , perceived image are important drivers of opposition . The research conclusion has practical guiding significance to promotion of innovative product .