Earticle

초록

영어

This study investigates how consumer innovativeness and resistance to innovation jointly shape mobile keyword search behavior during pre-purchase decision-making. Drawing on innovation resistance theory and spreading activation theory, we analyze mobile log data from 128 smart-device purchasers using semantic network analysis and sentiment-based keyword classification. Four consumer groups were segmented based on innovativeness and resistance levels. Results show that highly innovative but resistant consumers exhibit fragmented and risk-centered search networks, while those with low resistance form interconnected, exploratory structures. Functional inconvenience prompts pragmatic searches, whereas anxiety leads to emotionally charged expressions. These findings offer theoretical insights into dual psychological dispositions in innovation contexts and practical implications for adaptive digital communication.

목차

Abstract
1. Introduction
2. Theoretical background
2.1 Consumer Innovativeness and Resistance to Innovation
2.2 Semantic Networks and Spreading Activation in Consumer Cognition
3. Research Objectives
4. Method
4.1 Data Collection
4.2 Participant Classification by Disposition
4.3 Keyword Extraction and Preprocessing
4.4 Semantic Network Analysis
4.5 Resistance Keyword Analysis
5. Results
5.1 Semantic Network Structures by Consumer Disposition (RQ1)
5.2 Expression of Resistance in High-Innovativeness Groups (RQ2)
6. Discussion
6.1 General Discussion
6.2 Theoretical and Practical Implications
6.3 Limitations and future research
References

키워드

저자

• Sunnyoung Lee [ Teaching Professor, Department Business, Dongguk University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380