The present study empirically analyzed the whole process of diffusing the smart grid related technology by using data collected from users who have been participating in Jeju smart grid testbed or Carbon-free island project in Jeju, South Korea. In su ...
The present study empirically analyzed the whole process of diffusing the smart grid related technology by using data collected from users who have been participating in Jeju smart grid testbed or Carbon-free island project in Jeju, South Korea. In sum, benefit expectancy to the smart grid related technology positively influences challenge appraisal, whereas risk expectancy positively influences thereat appraisal. Challenge appraisal positively has an effect on self and system adaptations as problem-focused adaptation strategy, and also positively influences positive reappraisal as emotion-focused adaptation strategy, whereas threat appraisal positively influences distancing/avoidance as emotion-focused strategy. Self adaptation, positive reappraisal, and distancing/avoidance were significant determinants of infusion of the smart grid related technology. Self adaptation and positive reappraisal positively influence its infusion, whereas distancing/avoidance negatively influences its infusion. However, system adaptation act has not significant effect on its infusion.
Self adaptation act as problem-focused strategy is more important than systems adaptation to reach infusion which uses the smart grid related technology to its full potential or in the most familiar and efficient ways. Users of the smart grid related technology can reach infusion by enforcing positive reappraisal act or mitigating distancing/avoidance act. It is important for users to assess the smart grid related technology as challenge rather than threat through benefit expectancy at the pre-adoption stage.
The integrative research model based on coping theory explains well the whole process of diffusing the smart grid related technology and can be applied to other emerging technologies. Infusion that individuals use the smart grid related technology to its full potential level in their routine life is so important from the perspectives of firm and society as well as individuals. Firms can extend the market of its product and service and create new wealth and job, and infusion of the smart grid related technology enables society to be sustainable. Following policy implications are drawn from the research result. First, at the stage of awareness toward the smart grid related technology, its suppliers of government and firm partnership need to facilitate consumers’ beneficial expectancy or perception to the technology through authentic promotion and education, while a systematic approach to reduce some risks or barriers which may be resulted from unknown risky factors should be promoted and provided to consumers. Second, at the stage of adoption of the smart grid related technology, it is important users to assess the technology as challenge or opportunity to change their life because challenge appraisal significantly has an effect on their adaptation behaviors. Firms and government need to make plans and policies helping and facilitating users to evaluate the potential outcomes of the smart grid related technology as challenge rather than threat, and develop and act adaptation strategies which are problem-focused or emotion-focused adaptation behaviors. The smart grid related technology is beneficial to the individual level including economic and convenient aspects, and also provides public interest such as environmental protection, sustainable regional development, and clean and comfortable village. The public interest as well as individuals private benefits will be a good motivation to induce challenge appraisal. Challenge appraisal results from not only users’ direct experiences, but also communications with acquaintances or neighbors who have been experiencing benefits according to Joo and Kim (2016).
Finally, at the stage of adaptation and post-adoption, firms and government need to enhance policies conducing and fostering environment and systems related to self adaptation behaviors and positive reappraisal. For example, convenient and institutionalized communication channels between suppliers and users will be helpful to lead to infusion through users’adaptation acts.