스마트패션제품 수용에 관한 연구: 확장된 기술수용모형 실증연구
A study on acceptance of smart fashion products: An empirical test of an extended technology acceptance model
1
조회
0
다운로드
13
인용
0
참고문헌
키워드
초록
Using the extended technology acceptance model (TAM), the study aimed to understand consumers’ adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.
Abstract
Using the extended technology acceptance model (TAM), the study aimed to understand consumers’ adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.
참고문헌 (24)
- Ritu Agarwal, "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology", Information Systems Research, 9(2), pp.204~215 (1998), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- James C. Anderson, "Structural equation modeling in practice: A review and recommended two-step approach.", Psychological Bulletin, 103(3), pp.411~423 (1988), American Psychological Association (APA)[DOI]
- Çelik, H. E., "Extending the technology acceptance model for adoption of e-shopping by consumers in Turkey", Journal of Electronic Commerce Research, 12(2), pp.152~164 (2011)
- 채진미, "Consumers' Acceptance of Smart Clothing-A Comparison between Perceived Group and Non-Perceived Group-", 한국의류학회지, 34(6), pp.969~981 (2010), 한국의류학회
- Chuttur, M. Y., "Overview of the technology acceptance model: Origins, developments and future directions", Working Papers on Information Systems, 9(37), pp.9~37 (2009)
- Fred D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, 13(3), pp.319~ (1989), JSTOR[DOI]
- Fred D. Davis, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models", Management Science, 35(8), pp.982~1003 (1989), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Fred D. Davis, "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1", Journal of Applied Social Psychology, 22(14), pp.1111~1132 (1992), Wiley-Blackwell[DOI]
- Frank Q. Fu, "The Moderating Effect of Perceived Product Innovativeness and Product Knowledge on New Product Adoption: An Integrated Model", The Journal of Marketing Theory and Practice, 21(3), pp.257~272 (2013), Informa UK Limited[DOI]
- Sejin Ha, "Consumer e-shopping acceptance: Antecedents in a technology acceptance model", Journal of Business Research, 62(5), pp.565~571 (2009), Elsevier BV[DOI]
- Young Ha, "Determinants of mobile coupon service adoption: assessment of gender difference", International Journal of Retail & Distribution Management, 42(5), pp.441~459 (2014), Emerald[DOI]
- Hair, J. F., "Multivariate data analysis" (2009), PrenticeHall
- Chin-Lung Hsu, "Why do people play on-line games? An extended TAM with social influences and flow experience", Information & Management, 41(7), pp.853~868 (2004), Elsevier BV[DOI]
- 강경영, "혁신기술수용모델(TAM)을 적용한 스마트 의류 구매의도 연구", 한국의류학회지, 31(8), pp.1211~1221 (2007), 한국의류학회
- Jiyeon Kim, "Factors affecting adoption of product virtualization technology for online consumer electronics shopping", International Journal of Retail & Distribution Management, 38(3), pp.190~204 (2010), Emerald[DOI]
- 고아라, "패션 브랜드의 SNS 마케팅에 관한 연구 - 기술 수용 모델을 중심으로 -", 복식문화연구, 22(6), pp.1011~1027 (2014), 복식문화학회[DOI]
- 이현미, "확장된 혁신기술수용모델을 이용한 웨어러블 컴퓨터의 수용에 관한 연구", 복식문화연구, 17(6), pp.1155~1172 (2009), 복식문화학회
- 노미진, "유행혁신성과 정보혁신성에 따른 스마트의류 수용", 한국콘텐츠학회 논문지, 11(11), pp.350~363 (2011), 한국콘텐츠학회
- (2014)[URL]
- 박현희, "소비자의 혁신성과 신뢰가 센서기반 스마트 의류 수용의도에 미치는 영향", 한국의류산업학회지, 14(1), pp.24~36 (2012), 한국의류산업학회
- Constance Elise Porter, "Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics", Journal of Business Research, 59(9), pp.999~1007 (2006), Elsevier BV[DOI]
- Rogers, E. M., "Diffusion of innovations" (2003), Free Press
- 서성은, "스마트패션제품 개발 동향에 관한 연구", 복식문화연구, 23(6), pp.1097~1115 (2015), 복식문화학회[DOI]
- Kiseol Yang, "Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services", Journal of Consumer Marketing, 27(3), pp.262~270 (2010), Emerald[DOI]