Using the Innovation and Technology Adoption Attributes as Predictors of Digital Contents Gift Giving -Focused on Mobile Coupon-

혁신성과 기술 수용 특성이 디지털 콘텐츠 선물 행위에 미치는 영향에 관한 연구 -모바일 쿠폰을 중심으로-

  • 이한석 (상명대학교 국제통상학과)
  • Received : 2013.08.12
  • Accepted : 2013.09.30
  • Published : 2013.11.28


As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.


Supported by : 상명대학교


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