무역정보기술(貿易情報技術)의 수용단계별(受容段階別) 혁신저항(革新抵抗)에 관한 연구(硏究) - 무역(貿易) e-Marketplace를 중심(中心)으로 -

An Empirical Study on the Factors Affecting the Innovation Resistance to Information Technology of Trade According to Adoption Stage - Focused on the e-Marketplace -

Innovation resistance toward technology products such as e-Marketplace is an important concept in business to business marketing. But most of researches and literatures have not been focused on innovation resistance. Therefore, the objective of this paper is to confirm key factors that effects on the innovation resistance. Additionally this study will be revealed the factors affecting the innovation resistance to information technology of trade according to adopting stage. Based on the past literatures, the innovation resistance of users can be viewed as dependent on two sets of factors came from the study of Innovation Resistance Model(Ram, 1987):perceived innovation(e-Marketplace) characteristics and user(trading company) characteristics. Perceived innovation characteristics consists of relative advantage, compatibility, perceived risk, complexity, inhibitory effect on the adoption of profitable innovation. The user characteristics consist of innovativeness, beliefs and attitude toward existing trade method. And user adoption stage came from the study of Innovation Diffusion(Roger, 1995). To make it simple, this study divides group1(knowledge/persuasion/decision) and group2(implementation/confirmation). In the result of the empirical study, the hypothesis 1, hypothesis 2, hypothesis 4 were supported partially and hypothesis 3 was completely supported.