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This study examined the factors of failure of new-type computer which has a functions of replacing and supplementing of existing product by being unaccepted by market. Placing the reason of market failure in a customer`s negative perception of the value of the product, influential relationship was explored by distinguishing the factors that influence value perception between benefit of use of product and the cost of using product. As a result of this empirical research on netbook, a customer`s negative perception of the value of new product had an negative influence on intention of use. And a customer`s perceptional cost of new-type computer had an significant influence on negative perception of the value of the new product. However, even if a customer perceived benefit of new-type computer negatively, this did not impact on negative influence.

A Structural Study on the Factors of Market Failure of New-type Computer : Focusing on the Netbook Unaccepted by Customer