• 건강소식
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• v.34 no.1
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• pp.18-19
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• 2010

매력적인 CEO 이야기라면 이 정도는 돼야 하지 않을까. 젊은 창립자가 1980년대 자기 회사에서 쫓겨나 1990년대에 되돌아오고, 그 다음 10년간 두 번의 죽을 고비와, 한 번의 증권 스캔들, 항상 끼어드는 경쟁 제품들을 이겨냈다. 그리고 가끔은 불쾌한 태도가 혁신적이고 창의적인 아이디어로 연결됐고, 매번 억만장자가 되기도 했으며, 실리콘밸리에서 제일 가치 놓은 회사의 CEO가 되기도 했다. 다음에는 무엇을 기대할 것인가? 비밀주의와 쇼에 대한 취향, 그리고 검증된 CEO의 영특함까지. 준비가 됐을 때에만 우리를 깜짝 놀라게 하는 이 시대 최고의 CEO, 그가 스티브 잡스다.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.123-134
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• 2016

As the internet of things has come into the spotlight, wearable devices have been emerging as a new and growing market and the next hot thing in the world. However, wearable device growth in the market has not met expectations. For continued growth and diffusion of wearable devices, it is important to investigate user resistance factors to them. This study gives attention to people who have resistance to wearable devices' tendency towards innovative uses. Specifically, this study is intended to find out which factors influence consumers' resistance and intention to use wrist-worn wearable devices, which are in high demand among wearable device. Results of the study show that the relative advantage, innovation expectation, complexity, financial risk and physical risk are the predictors of innovation resistance on wrist-worn wearable devices. And consumers' resistance affects the intention of positive acceptance. These findings confirm the importance of consumer resistance to the wrist-worn wearable device.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.2
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• pp.257-270
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• 2015

This study investigates the effect of perceived value on attitude and purchase intention of upcycling fashion goods. The study also examines the effect of perceived value on attitudes according to fashion innovativeness. The qualitative data analysis results from NVivo 10.0 showed that consumers paid attention to the creative design value, environmental value, scarcity value of upcycling fashion goods. Next, 201 effective questionnaires were analyzed using SPSS 22.0 and AMOS 20.0. The results are as follows. First, there were 5 factor solutions for the perceived value of up-cycling fashion goods: environmental value, creative design value, functional value, emotional value, and self-expression value. Second, environmental value, functional value, and self-expression value positively affected attitude; however, creative design value and emotional value did not affect attitude. Third, attitude positively influenced purchase intention of upcycling fashion goods. Fourth, there was a significant difference in the magnitude of the effect of self-expression value on attitude according to fashion innovativeness. The results of this study provide useful information for marketers or managers interested in upcycling fashion goods.

• The Journal of Society for e-Business Studies
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• v.17 no.4
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• pp.95-115
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• 2012

The e-Book market has rapidly grown as an innovative product which is mixed its traditional and technological characteristics. However, decreasing user resistance to the e-Book is very important to continually keeping up its market growth. Previous studies for user resistance have been studied as a negative barrier for various innovative products with importance of user resistance. Nevertheless, the factors for user' resistance to the e-Book field have not been found out considering both perceived value and switching cost. Especially, both innovative technology and user specifics should be considered when explaining user resistance to adopting e-Books. Thus, the purpose of this study is to understand the process for user resistance to the e-book and find out its antecedents with perceived value and switching cost at the same time. As a result, it appeared that triability, uncertainty and complexity affected perceived value and switching cost. The user-based antecedents like social norm and perceived value increased the effect of self-efficacy. Also, self-efficacy and perceived value decreased user resistance whereas switching cost increase user resistance to the e-Book perspective.

• Journal of Korean Home Economics Education Association
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• v.23 no.2
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• pp.1-16
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• 2011

This study investigates the relationship between the purchasing behavior for hair-care products and the attitude toward hair-care products by adolescents. A total of 412 middle and high school students located in Seoul and Gyunggi-do province participated in this research. SPSS 12.0 for Windows Program was utilized for statistical analysis. As a result, the hair concerns and the satisfaction of adolescents as well as their attitudes towards hair-care products were significantly affected by gender, school level, and educational experiences. Female high school students with some degree of educational experiences had a more rational and brand-oriented attitude. Students having a higher rational and brand-oriented attitude bought hair-care products in regards to the quality of the product and environmental impact. On the other hand, those having a conspicuous and fashion pursuit attitude showed an image and fashion concern purchasing behavior. Adolescents usually purchased styling and dyeing products at a cosmetic specialty store and hair-care cleaning products from a discount store. They obtained the information about hair-care products from relatives, personal experiences, and TV advertisements.

• The Journal of Society for e-Business Studies
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• v.15 no.2
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• pp.205-217
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• 2010

IPTV Service was launched with great expectation, but it is having difficulty due to the low number of subscribers and contents. In addition, the study of IPTV is still in its infancy and most of previous studies are only focused how IPTV is adopted and spread. In this study, we defined that resistance is the users not tend to accept IPTV service, and analyzed factors affecting resistance which are Innovative characteristics, User characteristics, Service characteristics and proposed implications for IPTV service vitalization. The results that relative advantage, complexity, attitude of an existing product, contents, cost, innovativeness have significant effects on resistance to IPTV.

• Management & Information Systems Review
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• v.36 no.1
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• pp.143-159
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• 2017

The purpose of this study examined the relationships between planned obsolescence and replacement purchase intention. This study also analyze the moderating effect of consumer innovativeness use on the relationship of planned obsolescence and replacement purchase intention. From total 205 survey analysis, this study finds the positive relationship planned obsolescence and replacement purchase intention. The result of analysis indicated that the functional obsolescence had positive effects on replacement purchase intention. The result of analysis indicated that the economic obsolescence had positive effects on replacement purchase intention. The result of analysis indicated that the psychological obsolescence had positive effects on replacement purchase intention. The result also shows that consumer innovativeness had a moderating effect on the relationship between planned obsolescence and replacement purchase intention. Finally, this study concluded with a discussion of the implications of the research findings and directions for future research.

• Journal of Intelligence and Information Systems
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• v.22 no.3
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• pp.165-183
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• 2016

Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users' attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. however user resistance (H11) negatively affect user intention to use virtual reality devices. The findings of this study show that attitude confidence and user innovativeness resistance differently influence customer intention for using virtual reality devices. There are two distinct characteristic of attitude confidence: perceived ease of use and user innovativeness. This study identified the antecedents of different roles of perceived price (aesthetic exterior) and perceived enjoyment (quality of contents & projection quality). The findings indicated that brand awareness and quality of contents for virtual reality is not formed within virtual reality market yet. Therefore, firms should developed brand awareness for their product in the virtual market to increase market share.

• Journal of Fashion Business
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• v.15 no.2
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• pp.86-95
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• 2011

The purpose of this study was to examine the relationships among technology innovation (perceived ease of use, perceived ease, joyfulness), individual variables (innovation, self-efficacy), fashion variables (fashion involvement, interest in celebrity style), shopping attitudes toward fashion T-Commerce, and purchasing intention. Two hundred seven female participants in age group of 20s participated in this study. For data analysis, descriptive statistics, simple and multiple regression, and Cronbach's Alpha were used to test the research questions. As the result, first, all three variables (perceived ease of use, perceived ease, joyfulness) from technology innovation did affect on attitudes toward fashion T-Commerce. Second, individual innovation did affect positively on attitudes toward fashion T-Commerce. Third, interest in celebrity style affected positively on attitudes toward fashion T-Commerce. Finally, attitudes toward fashion T-Commerce affected positively on purchasing intention of fashion T-Commerce. Based on these results, T-Commerce fashion merchandising marketing strategies of fashion goods would be provided to fashion T-Commerce retailers or marketers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.35-52
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• 2023

Recently, as the non-face-to-face environment has developed due to COVID-19 and environmental pollution, the importance of online digital healthcare is increasing, and venture start-ups and activities such as health care, telemedicine, and digital treatments are also actively underway. This study conducted the impact on the acceptability of digital healthcare smartwatches with an integrated approach of the expanded integrated technology acceptance model (UTAUT2) and the behavioral inference model (BRT). The most advanced integrated technology acceptance model for innovative technology acceptance research was used to identify major factors such as utility expectations, social effects, convenience, price barriers, lack of alternatives, and behavioral intentions. For the study, about 410 responses from ordinary people in their teens to 60s across the country were collected, and based on this, the hypothesis was verified using structural equations after testing reliability and validity of the data. SPSS 23 and AMOS 23 were used for research analysis. Studies have shown that personal innovation has a significant impact on the reasons for acceptance (use value, social impact, convenience of use), attitude, and non-use (price barriers, lack of alternatives, and barriers to use). These results are the same as the results of previous studies that confirmed the influence of the main value of innovative ICT on user acceptance intention. In addition, the reason for acceptance had a significant effect on attitude, but the effect of the reason for non-acceptance was not significant. It can be analyzed that consumers are interested in new ICT products and new services, but purchase them more carefully and selectively. This study has evolved from the acceptance analysis of general-purpose consumer innovation technology to the acceptance analysis of consumer value in smartwatch digital healthcare, which is a new and important area in the future. Industrially, it can contribute to the product's purchase and marketing. It is hoped that this study will contribute to increasing research in the digital healthcare sector, which will play an important role in our lives in the future, and that it will develop into in-depth factors that are more suitable for consumer value through integrated approach models and integrated analysis of consumer acceptance and non-acceptance.