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확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin
확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin
Asia Marketing Journal
The Bass model assumes two communication channels: mass-media and word-of-mouth. In this paper, we call the mass-media Type Ⅰ channel of communications. The word-of-mouth channel means interaction between non-adopters and adopters. Let us call it Type Ⅱ channel of communications. In the real world, however, the non-adopters who are not aware of the innovation can be affected by communications with other non-adopters who are aware of it. Let us call it Type Ⅲ channel of communications to differentiate with Type Ⅱ channel. This paper analyzes the impact of Type Ⅲ channel on diffusion process. The result shows that exponential growth …
The Effects Of Personal Innovativeness , Perceived Risk , And Computer Self -Efficacy On Online Purchasing Intent, Randall J. Boyle, Cynthia P. Ruppel
The Effects Of Personal Innovativeness , Perceived Risk , And Computer Self -Efficacy On Online Purchasing Intent, Randall J. Boyle, Cynthia P. Ruppel
Journal of International Technology and Information Management
The rapid growth of e-commerce makes it important for the success of companies to understand both the factors that facilitate and are barriers to these transactions. Therefore, the purpose of this study is to investigate the relationships between perceived Internet risk, personal innovativeness and computer/web self-efficacy, and online purchases intentions as three of these factors. Results indicate that perceived Internet risk, personal innovativeness and computer/web self-efficacy are all strongly related to online purchasing intentions. There is also a strong relationship between computer self- efficacy and personal innovativeness, two of the values-compatibility variables related to intention to purchase on-line. Suggestions for …