• Journal of Korea Technology Innovation Society
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• v.11 no.4
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• pp.450-475
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• 2008

The successful diffusion of innovation depends on an understanding of the consumer innovators, although they represent a small group of consumers. Researchers have studied the personalities of innovators to explain how these are associated with innovativeness. This paper examined the relationships of need for uniqueness, susceptibility to interpersonal influence, attention to social comparison information, and role-relaxed consumption to individual innovativeness. Data were collected from 319 students in Seoul. The results supported by large hypothesized relationships among these variables. Based on the results of the analysis, practical implications were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.1
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• pp.77-90
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• 2015

When enjoying sports activities with friends or others, sportswear has symbolic meanings to express and expect self-concept. Sports players sometimes have trouble when they feel embarrassed by their low skills or care about other people too much. Therefore, researchers tried to find out which feature of sports players affects dependence on brand sportswear along with the effect of wearing conspicuous sportswear on wearer when sports players have a conflict based on Solomon's symbolic interactionism. We proposed that role knowledge and attention to social comparison information (ATSCI) influenced people to depend on and use brand sportswear that influences a reflexive evaluation. Finally, we suggested that a changed self-concept would exert influence commitment to sports. A quantitative study was conducted employing an online survey of 121 people by convenient sampling. In this process, Google Docs was to create the online survey and to collect responses by participants. In data processing, via SPSS 21.0 version for Windows, exploratory factor analysis, Cronbach's ${\alpha}$, ANOVA, t-test, discriminant and regression analysis were conducted to study the relationship between variables. The finding provided evidence that low role knowledge and high ATSCI create high dependence on brand sportswear and influence people to buy sportswear. When people bought and wore a brand sportswear, they evaluated themselves as professional sports players who were more committed to sports. This study confirmed that brand sportswear was useful for sport players to change self-evaluation and enjoy sports.