소비자의 유행혁신성과 기술혁신성이 스마트 의류에 대한 태도와 구매의도에 미치는 영향
Influences of Consumers' Fashion Innovativeness and Technological Innovativeness on Attitudes and Buying Intention toward Smart Clothing
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Abstract
Smart Clothing is digital wear progressed from wearable computer that the function of clothing is unified withthat of a computer to extend human ability in everyday life. To study consumers’ perception and responses toward theSmart Clothing, this study tested the influence of fashion innovativeness and technological innovativeness on attitudesand buying intention related to the Smart Clothing. Data were collected through a survey with 256 male and female adultsin age from 18 to 45 year old. The results of Pearson corelation analysis revealed that there was not a positive rela-tionship between fashion innovativeness and technological innovativeness. Multiple regression analysis indicated thatfashion innovativenes was a significant predictor of attitudes and buying intention regarding the Smart Clothing. In addi-innovativenes. A series of ANOVA and Duncan test were used to determine if significant diferences existed among fourgroups. The group having high level of innovativeness on both fashion and technology had the most positive attitudestoward smart clothing. The individuals having cognitive experiences of the Smart Clothing had higher level of fashioninnovativenes and more positive attitudes to it. Based on these findings, recommendations for the developer of SmartClothing and future research are offered.
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