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http://dx.doi.org/10.5850/JKSCT.2019.43.1.125

Consumer Attitudes, Intention to Use Technology, Purchase Intention of Korean 20's Women on the Acceptance of Fashion Augmented Reality (FAR) with the Application of the UTAUT Model  

Cho, Sung Hee (Dept. of Textile & Fashion Design, Graduate School of Kyung Hee University)
Kim, Chil Soon (Dept. of Textiles & Clothing Design, Kyung Hee University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.1, 2019 , pp. 125-137 More about this Journal
Abstract
This study determined the impact of 'Fashion Augmented Reality (FAR)' acceptance factors based on the model of acceptance and use of technology (UTAUT) on consumer attitudes, intention to use technology, and fashion product purchase intention. A survey asked participants to have an AR experience using a FAR app to understand FAR in advance. Data were analyzed factor analysis and stepwise regression using SPSS. The results are as follows. First, the factor analysis classified the acceptance variables of FAR technology into 'social relations', 'shopping effectiveness', and 'easy to use FAR'. Second, among the three factors of FAR acceptance, 'shopping effectiveness' is statistically more influential on positive attitudes towards FAR. However, 'easy to use' factor was more influential on 'the intention to use technology' as well as 'purchase intention'. Third, 'social relations' were identified as an important factor affecting 'consumer attitudes', 'intention to use technology' and 'purchase intention' which are not well covered in fashion technology research. In addition, 'the intention to use technology' was found to be influential on 'purchase intention' and indicated the importance of easiness of FAR to enhance purchase intention.
Keywords
UTAUT; Fashion Augmented Reality (FAR); Consumer attitudes; Intention to use technology; Purchase intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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