• The Research Journal of the Costume Culture
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• v.20 no.4
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• pp.573-593
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• 2012

The purpose of this study was to investigate consumers' buying intention toward fashion goods through global internet shopping malls. This research employed Technology Acceptance Model (TAM) as a theoretical framework and was extended to introduce fashion innovativeness, clothing involvement, consumers' needs for uniqueness, computer self-efficacy as external factors. A total of 381 copies of questionnaires were collected online. The subjects of this study were women. The collected date were analysed by factor analysis, Cronbach's alpha, correlation and path analysis. The results indicated that fashion innovativeness, clothing involvement and consumers' needs for uniqueness had a significant positive affect on perceived usefulness. Consumers' needs for uniqueness and computer self-efficacy had a significant positive affect on perceived ease of use. Perceived usefulness and perceived ease of use were found to influence buying intention toward fashion goods through global internet shopping malls. The results of this study also suggested that perceived ease of use was actually a causal antecedent to perceived usefulness. This study reveled that employing TAM to investigate the buying intention toward fashion goods through global internet shopping malls was appropriate. This study also provides empirical analysis that can serve as a guide for marketers of the fashion industry in activating global internet shopping malls.

• Asia pacific journal of information systems
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• v.30 no.3
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• pp.636-663
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• 2020

Smartwatch, one of the popular forms of wearable gadget and a converging point of information technology innovation and fashion, is gaining much acceptance in countries belonging to the Asia-Pacific region. However, little is known about factors affecting consumers' intention to use smartwatches in Bangladesh. Therefore, this study explores factors driving Bangladeshi consumers' intention to use smartwatches and expands the general understanding of the emerging Asia-Pacific region's market. The study extends the conventional Technology Acceptance Model (TAM) by incorporating perceived enjoyment, aesthetic appeal, healthology, and two fashion-related factors, such as fashion innovativeness and fashion involvement. Data representing 300 respondents were analyzed using the structural equation model (SEM). The results reveal that, among other predictors, attitude toward using has the strongest direct effect on behavioral intention to use smartwatches. Moreover, attitude toward using smartwatches is significantly influenced by perceived enjoyment, perceived usefulness, perceived ease of use, fashion innovativeness, and fashion involvement. The study further discusses some interesting theoretical contributions that would be important insights for future studies. The empirical findings of this study would benefit the manufacturers and marketers who are trying to enter or penetrate the market in the Asia-pacific region.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• Knowledge Management Research
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• v.24 no.2
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• pp.117-135
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• 2023

With the spread of COVID-19 and the preference for untact services, kiosks, which is one of self-service technologies, have been expanding into various service fields. Kiosks have some advantages of reducing labor costs and increasing work efficiency, but they often cause difficulties in the process of using kiosks. In this vein, this study examines the key antecedents affecting consumer's continuance intention toward kiosks by integrating technology anxiety and innovativeness into the expanded expectation-confirmation model. The research model was verified for the MZ generation to examine the perceptions of MZ generation about Kiosks. This is because if the MZ generation feels technical anxiety or difficualty about using kiosks, customers of other generations can expect to feel even more uncomfortable. As a result of the analysis of this study, it was confirmed that technical anxiety has a significantly negative effect on consumer's continuance intention toward kiosks. However, among the characteristic factors of customers, innovativeness did not significantly consumer's continuance intention toward kiosks. Based on our findings, it is expected that service companies will be able to understand the mechanism of forming consumer's continuance intention toward kiosks and pursuit several management activities for successfully adopting kiosks.

• Asia pacific journal of information systems
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• v.25 no.4
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• pp.662-685
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• 2015

The use of global mobile technology has increased exponentially. In particular, a survey of consumers in the Philippines showed that 83% "could not live" without their mobile phones. We investigated factors, such as ease of use and personal innovativeness, to elucidate the consumer adoption of mobile technologies in the Philippines, to integrate existing adoption theories for academics and provide recommendations to practitioners based on our findings. Our research questions are as follows: (1) What key factors drive adoption of mobile technologies by Filipino consumers?; (2) Are Filipino consumers innovative in their use of mobile technologies?; And (3) How can telecom companies retain their customers? A structural equation model, which was built from a survey of 528 mobile Filipino consumers, showed support for repurchase intention to use mobile technologies. The hypotheses were generally supported by variables related to mobile phone usage with the Philippine consumer sample. Results support all of the hypothesized relationships for consumers using mobile technologies. Personal innovativeness did load on both attitude and repurchase intention for mobile applications as originally hypothesized but was strongly loaded for attitude toward using. This research is a first step in understanding the adoption of mobile applications by Filipino consumers. We initially hypothesized that consumer behavior toward mobile applications would involve constructs of innovativeness, ease of use, and satisfaction; however, we found that ease of use was less significant in understanding repurchase intention to use mobile technologies. Personal innovativeness was more important in explaining satisfaction with mobile application attitudes and repurchase intention. The Filipino context of this study also provides other interesting implications. As the Philippines transitions into a more international market, western products start to guide market behavior, particularly consumer adoption.

• Fashion & Textile Research Journal
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• v.23 no.3
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• pp.347-357
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• 2021

This study analyzed the effects of optimism and innovativeness, the two drivers of a consumer's technological readiness to use an augmented reality(AR) fashion shopping service within the framework of the Technology Acceptance Model (TAM). The survey was conducted on 249 people (males = 58; females = 191) in their 20s who were willing to participate in the AR experience. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling by AMOS 22.0. The results indicated that a greater level of perceived optimism had a positive influence on the ease of use and usefulness of the technology. The findings also show that consumers with a high degree of innovativeness tend to have a higher level of playfulness toward AR fashion shopping. Regarding the effects of user beliefs, ease of use had a positive effect on the perception of usefulness and playfulness with higher levels implying a higher consumer intention to adopt an AR fashion shopping service. In addition, this study reveals the moderating effect of consumers with high-fashion versus those with low-fashion innovativeness. For the latter, technological innovation had an insignificant effect on playfulness, thus indicating that consumers with low interest in fashion did not enjoy AR fashion shopping even if the technology was highly innovative. Nevertheless, the analysis confirms the possibility that experiencing a fashion product through AR technology could replace the actual experience of wearing the products.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.676-690
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• 2020

This study proposes a research model that examines the impact of perceived technological innovativeness on curiosity and fun, which influence revisit and word-of-mouth intentions for an augmented reality store. Data was collected from 189 female consumers in their 20s and 30s living in the Seoul metropolitan area using a convenient sampling method. The results of the study were summarized as follows. First, perceived technological innovativeness was found to have positive effects on curiosity and fun. Second, curiosity had a positive relationship with fun. Third, curiosity had positive effects on revisit and word-of-mouth intention toward the augmented reality store, while fun had no effect on revisit and word-of-mouth intention. Fourth, curiosity mediated the relationship between perceived technological innovativeness and revisit intention, and between perceived technological innovativeness and word-of-mouth intention. The introduction of innovative technology in the offline store leads to a positive response through curiosity rather than fun; therefore, it is suggested that fashion companies develop and utilize augmented reality content that stimulates more curiosity.

• Asia pacific journal of information systems
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• v.23 no.4
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• pp.53-84
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• 2013

With rapid development of ICT (Information and Communications Technology), new services by the convergence of mobile network and application technology began to appear. Today, smart phone with new ICT convergence network capabilities is exceedingly popular and very useful as a new tool for the development of business opportunities. Previous studies based on Technology Acceptance Model (TAM) suggested critical factors, which should be considered for acquiring new customers and maintaining existing users in smart phone market. However, they had a limitation to focus on technology acceptance, not value based approach. Prior studies on customer's adoption of electronic utilities like smart phone product showed that the antecedents such as the perceived benefit and the perceived sacrifice could explain the causality between what is perceived and what is acquired over diverse contexts. So, this research conceptualizes perceived value as a trade-off between perceived benefit and perceived sacrifice, and we need to research the perceived value to grasp user's continuous intention to use of smart phone. The purpose of this study is to investigate the structured relationship between benefit (quality, usefulness, playfulness) and sacrifice (technicality, cost, security risk) of smart phone users, perceived value, and continuous intention to use. In addition, this study intends to analyze the differences between two subgroups of smart phone users by the degree of personal innovativeness. Personal innovativeness could help us to understand the moderating effect between how perceptions are formed and continuous intention to use smart phone. This study conducted survey through e-mail, direct mail, and interview with smart phone users. Empirical analysis based on 330 respondents was conducted in order to test the hypotheses. First, the result of hypotheses testing showed that perceived usefulness among three factors of perceived benefit has the highest positive impact on perceived value, and then followed by perceived playfulness and perceived quality. Second, the result of hypotheses testing showed that perceived cost among three factors of perceived sacrifice has significantly negative impact on perceived value, however, technicality and security risk have no significant impact on perceived value. Also, the result of hypotheses testing showed that perceived value has significant direct impact on continuous intention to use of smart phone. In this regard, marketing managers of smart phone company should pay more attention to improve task efficiency and performance of smart phone, including rate systems of smart phone. Additionally, to test the moderating effect of personal innovativeness, this research conducted multi-group analysis by the degree of personal innovativeness of smart phone users. In a group with high level of innovativeness, perceived usefulness has the highest positive influence on perceived value than other factors. Instead, the analysis for a group with low level of innovativeness showed that perceived playfulness was the highest positive factor to influence perceived value than others. This result of the group with high level of innovativeness explains that innovators and early adopters are able to cope with higher level of cost and risk, and they expect to develop more positive intentions toward higher performance through the use of an innovation. Also, hedonic behavior in the case of the group with low level of innovativeness aims to provide self-fulfilling value to the users, in contrast to utilitarian perspective, which aims to provide instrumental value to the users. However, with regard to perceived sacrifice, both groups in general showed negative impact on perceived value. Also, the group with high level of innovativeness had less overall negative impact on perceived value compared to the group with low level of innovativeness across all factors. In both group with high level of innovativeness and with low level of innovativeness, perceived cost has the highest negative influence on perceived value than other factors. Instead, the analysis for a group with high level of innovativeness showed that perceived technicality was the positive factor to influence perceived value than others. However, the analysis for a group with low level of innovativeness showed that perceived security risk was the second high negative factor to influence perceived value than others. Unlike previous studies, this study focuses on influencing factors on continuous intention to use of smart phone, rather than considering initial purchase and adoption of smart phone. First, perceived value, which was used to identify user's adoption behavior, has a mediating effect among perceived benefit, perceived sacrifice, and continuous intention to use smart phone. Second, perceived usefulness has the highest positive influence on perceived value, while perceived cost has significant negative influence on perceived value. Third, perceived value, like prior studies, has high level of positive influence on continuous intention to use smart phone. Fourth, in multi-group analysis by the degree of personal innovativeness of smart phone users, perceived usefulness, in a group with high level of innovativeness, has the highest positive influence on perceived value than other factors. Instead, perceived playfulness, in a group with low level of innovativeness, has the highest positive factor to influence perceived value than others. This result shows that early adopters intend to adopt smart phone as a tool to make their job useful, instead market followers intend to adopt smart phone as a tool to make their time enjoyable. In terms of marketing strategy for smart phone company, marketing managers should pay more attention to identify their customers' lifetime value by the phase of smart phone adoption, as well as to understand their behavior intention to accept the risk and uncertainty positively. The academic contribution of this study primarily is to employ the VAM (Value-based Adoption Model) as a conceptual foundation, compared to TAM (Technology Acceptance Model) used widely by previous studies. VAM is useful for understanding continuous intention to use smart phone in comparison with TAM as a new IT utility by individual adoption. Perceived value dominantly influences continuous intention to use smart phone. The results of this study justify our research model adoption on each antecedent of perceived value as a benefit and a sacrifice component. While TAM could be widely used in user acceptance of new technology, it has a limitation to explain the new IT adoption like smart phone, because of customer behavior intention to choose the value of the object. In terms of theoretical approach, this study provides theoretical contribution to the development, design, and marketing of smart phone. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy formulation for acquiring and retaining long-term customers related to smart phone business. Since potential customers are interested in both benefit and sacrifice when evaluating the value of smart phone, marketing managers in smart phone company has to put more effort into creating customer's value of low sacrifice and high benefit so that customers will continuously have higher adoption on smart phone. Especially, this study shows that innovators and early adopters with high level of innovativeness have higher adoption than market followers with low level of innovativeness, in terms of perceived usefulness and perceived cost. To formulate marketing strategy for smart phone diffusion, marketing managers have to pay more attention to identify not only their customers' benefit and sacrifice components but also their customers' lifetime value to adopt smart phone.

• Journal of Global Scholars of Marketing Science
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• v.19 no.4
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• pp.11-23
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• 2009

HSDPA (High-Speed Downlink Packet Access) is a 3.5-generation asynchronous mobile communications service based on the third generation of W-CDMA. In Korea, it is mainly provided in through videophone service. Because of the diffusion of more powerful and diversified services, along with steep advances in mobile communications technology, consumers demand a wide range of choices. However, because of the variety of technologies, which tend to overflow the market regardless of consumer preferences, consumers feel increasingly confused. Therefore, we should not adopt strategies that focus only on developing new technology on the assumption that new technologies are next-generation projects. Instead, we should understand the process by which consumers accept new forms of technology and devise schemes to lower market entry barriers through strategies that enable developers to understand and provide what consumers really want. In the Technology Acceptance Model (TAM), perceived usefulness and perceived ease of use are suggested as the most important factors affecting the attitudes of people adopting new technologies (Davis, 1989; Taylor and Todd, 1995; Venkatesh, 2000; Lee et al., 2004). Perceived usefulness is the degree to which a person believes that a particular technology will enhance his or her job performance. Perceived ease of use is the degree of subjective belief that using a particular technology will require little physical and mental effort (Davis, 1989; Morris and Dillon, 1997; Venkatesh, 2000). Perceived pleasure and perceived usefulness have been shown to clearly affect attitudes toward accepting technology (Davis et al., 1992). For example, pleasure in online shopping has been shown to positively impact consumers' attitudes toward online sellers (Eighmey and McCord, 1998; Mathwick, 2002; Jarvenpaa and Todd, 1997). The perceived risk of customers is a subjective risk, which is distinguished from an objective probabilistic risk. Perceived risk includes a psychological risk that consumers perceive when they choose brands, stores, and methods of purchase to obtain a particular item. The ability of an enterprise to revolutionize products depends on the effective acquisition of knowledge about new products (Bierly and Chakrabarti, 1996; Rothwell and Dodgson, 1991). Knowledge acquisition is the ability of a company to perceive the value of novelty and technology of the outside (Cohen and Levinthal, 1990), to evaluate the outside technology that has newly appeared (Arora and Gambaradella, 1994), and to predict the future evolution of technology accurately (Cohen and Levinthal, 1990). Consumer innovativeness is the degree to which an individual adopts innovation earlier than others in the social system (Lee, Ahn, and Ha, 2001; Gatignon and Robertson, 1985). That is, it shows how fast and how easily consumers adopt new ideas. Innovativeness is regarded as important because it has a significant effect on whether consumers adopt new products and on how fast they accept new products (Midgley and Dowling, 1978; Foxall, 1988; Hirschman, 1980). We conducted cross-national comparative research using the TAM model, which empirically verified the relationship between the factors that affect attitudes - perceived usefulness, ease of use, perceived pleasure, perceived risk, innovativeness, and perceived level of knowledge management - and attitudes toward HSDPA service. We also verified the relationship between attitudes and usage intention for the purpose of developing more effective methods of management for HSDPA service providers. For this research, 346 questionnaires were distributed among 350 students in the Republic of Korea. Because 26 of the returned questionnaires were inconsistent or had missing data, 320 questionnaires were used in the hypothesis tests. In UK, 192 of the total 200 questionnaires were retrieved, and two incomplete ones were discarded, bringing the total to 190 questionnaires used for statistical analysis. The results of the overall model analysis are as follows: Republic of Korea x2=333.27(p=0.0), NFI=0.88, NNFI=0.88, CFI=0.91, IFI=0.91, RMR=0.054, GFI=0.90, AGFI=0.84, UK x2=176.57(p=0.0), NFI=0.88, NNFI=0.90, CFI=0.93, IFI=0.93, RMR=0.062, GFI=0.90, AGFI=0.84. From the results of the hypothesis tests of Korean consumers about the relationship between factors that affect intention to use HSDPA services and attitudes, we can conclude that perceived usefulness, ease of use, pleasure, a high level of knowledge management, and innovativeness promote positive attitudes toward HSDPA mobile phones. However, ease of use and perceived pleasure did not have a direct effect on intention to use HSDPA service. This may have resulted from the fact that the use of video phones is not necessary for everyday life yet. Moreover, it has been shown that attitudes toward HSDPA video phones are directly correlated with usage intention, which means that perceived usefulness, ease of use, pleasure, a high level of knowledge management, and innovativeness. These relationships form the basis of the intention to buy, contributing to a situation in which consumers decide to choose carefully. A summary of the results of the hypothesis tests of European consumers revealed that perceived usefulness, pleasure, risk, and the level of knowledge management are factors that affect the formation of attitudes, while ease of use and innovativeness do not have an effect on attitudes. In particular, with regard to the effect value, perceived usefulness has the largest effect on attitudes, followed by pleasure and knowledge management. On the contrary, perceived risk has a smaller effect on attitudes. In the Asian model, ease of use and perceived pleasure were found not to have a direct effect on intention to use. However, because attitudes generally affect the intention to use, perceived usefulness, pleasure, risk, and knowledge management may be considered key factors in attitude development from which usage intention arises. In conclusion, perceived usefulness, pleasure, and the level of knowledge management have an effect on attitude formation in both Asian and European consumers, and such attitudes shape these consumers' intention to use. Furthermore, the hypotheses that ease of use and perceived pleasure affect usage intention are rejected. However, ease of use, perceived risk, and innovativeness showed different results. Perceived risk had no effect on attitude formation among Asians, while ease of use and innovativeness had no effect on attitudes among Europeans.

• Journal of Fashion Business
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• v.18 no.6
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• pp.157-173
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• 2014

The purpose of this research is to investigate the effects of fashion companies' micro-blogging marketing activities on Chinese consumer attitudes and purchasing intentions. In this research, the technology acceptance model (TAM) was used as the research framework, and innovativeness, self-efficacy, and perceived enjoyment variables were included in the model. Through an online survey, 195 respondents participated in this study. The results were as follows: fashion innovation and self-efficacy have a significant positive effect on perceived usefulness, as well as ease of use. These two factors have a significant positive effect on perceived enjoyment. Furthermore, and most significantly, this perceived enjoyment has a significant effect on the consumer's attitude toward the company, and intention to purchase the fashion company's products.