Strategies for ICT product diffusion: the case of the Korean mobile communications market

초록

The purpose of this study was to analyze the mobile communications market before and after saturation and to discuss the changes in diffusion factors by the ICT generations in order to understand the effects of overshooting and innovations. According to the analysis, (1) the expansion of ICT products is increasingly influenced by innovation due to overshooting occurs after market saturation, (2) SNS, a topic of intense contemporary significance, impacts the spread of ICT products by creating social networks, and (3) as the technology generation progresses, the innovation effect increases and the imitation effect decreases for ICT product spreading. These results imply that technology innovation is the most important strategy for ICT product distribution. Because post-adopters have a high desire to consume new ICT products, technological innovation can cause demand among post-adopters.

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