Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Consumers' Clothing Buying Intention Adopted By the Technology Acceptance Model

혁신기술수용모델(TAM)을 적용한 스마트 의류 구매의도 연구

  • Published : 2007.08.31
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Abstract

This research investigates the effects of fashion innovativeness and technology innovativeness on the attitude and the buying intention of smart clothing. This study employs TAM(Technology Acceptance Model) proposed by Davis(1989) as a theoretical framework. Two hundred sixty-five respondents comprised a sample used to examine a structural model. The structural equation model using AMOS was performed to test hypotheses. Fashion innovativeness was found to affect perceived usefulness while technology innovativeness affected perceived ease of use. Perceived usefulness was found to influence attitude towards smart clothing. Perceived ease of use was also found to affect attitude towards smart clothing. The attitude towards smart clothing has a direct effect on the buying intention of smart clothing. In addition, this study revealed that employing TAM to investigate the adoption of smart clothing was appropriate. Lastly, implications of this research and suggestions for future studies were discussed.

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