• Science of Emotion and Sensibility
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• v.12 no.3
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• pp.289-298
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• 2009

An analysis was carried out for this study to figure out if there exists any differences in the model consumers accept for commercialized MP3-playing clothing and bio-signal sensing clothing. To analyze the differences of the structural variables of the products types, t-test was conducted with SPSS 15.0 package and multi-group analysis with AMOS 5.0 to find out the differences of each path goes with product types in structural equation model. In analytical results of effective sample of 557 copies of questionnaire, consumers' were highly aware of MP3-playing clothing in perceived ease of use, while they were aware relatively high of bio-signal sensing clothing in perceived usefulness, attitudes, consumer acceptance. The perceived value which was input to find out consumers awareness about sale price of commercialized products, was proven to do very important moderating role in forming consumers' attitudes and acceptance intention. Besides, consumers showed a difference in path in accepting model goes with product types. In bio-signal sensing clothing case, 'the perceived usefulness$\rightarrow$attitudes' path which was backed up in MP3-playing clothing was rejected, and 'perceived value$\rightarrow$attitudes' path appeared relatively high with moderating role of perceived value higher than MP3-playing clothing. Considering the results above, as the smart clothing is in the initiative commercialization stage while consumers were in the inquiry stage into awareness or information necessary in the course of purchase decision-making, and so an effective commercialization strategy seems to be necessary.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.05a
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• pp.127-130
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• 2009

본 연구에서는 스마트 의류에 대하여 소비자들이 느끼는 지각된 가치가 소비자 수용도에 미치는 영향을 조사하고자 하였다. 이를 위해 MP3 기능 재킷과 심박 모니터링 스포츠웨어를 대상으로 소비자들의 수용도에 대한 연구모형을 수립하였고, 선행연구들을 근거로 각 구성요인 간의 관계에 대해 연구가설을 설정하였으며, 그 경로가설을 검증하였다. Davis(1989)가 제안한 TAM을 적용하여 스마트 의류의 수용과정을 설명한 결과 모형의 적합성을 검증하였으며, 8 개의 경로가설 중 6 개의 경로가 통계적으로 유의함이 밝혀져 채택되었다. 그 결과는, 첫째, 지각된 사용용이성은 유용성을 거쳐 태도에 간접적으로 영향을 주었고, 태도는 다시 수용의도에 영향을 주는 것으로 나타났다. 둘째, 지각된 유용성은 지각된 가치에 대한 태도에 영향을 주는 것으로 나타났으나, 스마트 의류의 수용의도에는 영향을 미치지 않는 것으로 분석되었다. 셋째, 지각된 가치가 스마트 의류에 대한 태도와 수용의도에 둘 다 영향을 미치는 것으로 나타났다. 넷째, 스마트 의류에 대한 태도는 구매의도에 영향을 미치는 것으로 나타났다.

• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.375-387
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• 2010

The Technology Acceptance Model (TAM) presented by Davis (1989) has been regarded as highly explanatory as well as the clearest model in explaining consumers' adoption of innovative technology or products. Existing studies have expanded the model by adding related external variables to improve the explanation depending on the type of innovative technology. This study expanded TAM by adding two more variables, namely consumers' technology innovation and clothing involvement considering the feature of smart clothing. The objectives of this study are as follows: 1. to suggest the extended TAM in explaining the adoption process of smart clothing, 2. to verify the differences in the path hypotheses according to the type of smart clothing. A total of 815 effective samples were collected from adults over 20 years old, and AMOS 5.0 package was employed for data analysis. As a result, it was proved that the extended TAM was appropriate for explaining the process of adopting smart clothing according to the path hypotheses of smart clothing types. Technology innovation and clothing involvement were confirmed as antecedent variables in affecting TAM. The perceived usefulness appeared to be a more crucial variable than the perceived ease of use and attitude was found to be an important parameter in adopting smart clothing. Considering the path hypotheses of MP3 playing clothes, perceived usefulness had a direct influence on acceptance intention unlike other types of smart clothing. As for photonic clothes, the influence of perceived ease of use on attitude was supported while it was rejected in the case of MP3 playing clothes and sensing sportswear.