• 제목/요약/키워드: Perception of Innovativeness

검색결과 57건 처리시간 0.023초

창업자들의 기업가정신과 창업환경인식, 그리고 정부의 창업지원사업 참여정도가 경영성과에 미치는 영향 (The Effect of Entrepreneurship, Perception of Entrepreneurial Environment and Participation in Government Start-up Support Project on Business Performance)

  • 장영혜;장인성;김판수
    • 벤처창업연구
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    • 제14권5호
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    • pp.115-125
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    • 2019
  • 본 연구는 창업자들의 기업가정신과 창업환경인식이 경영성과에 미치는 영향을 연구하였다. 특히 정부의 창업지원사업 참여정도를 조절변수로 하여 각 독립변수들이 종속변수에 미치는 영향의 차이를 분석하였다. 이를 위해 문헌연구를 통해 기업가정신에 해당하는 변수들을 도출하고 창업환경인식에 해당하는 변수를 도출하였다. 기업가정신에 해당하는 변수로는 혁신성과 위험감수성을 선정하였고, 창업환경인식에 해당하는 변수로는 시장환경과 제품환경을 선정하였다. 위 변수와 조절효과로 정부의 창업지원사업 참여정도를 포함하여 연구모형을 완성하였다. 실증분석을 위한 데이터는 2018년에 대구지역의 7년 미만 창업기업을 대상으로 자료를 수집하였다. 총 데이터는 601부의 설문을 취합하였고 이중 불성실한 답변을 제거한 후 399부의 데이터가 본 연구에 사용되었다. 분석결과 혁신성은 경영성과에 부정적인 영향이 나타났고 위험감수성, 시장환경, 제품환경은 경영성과에 긍정적인 효과가 나타났다. 조절효과 측면에서는 혁신성의 경우 정부창업지원사업 참여가 높을수록 부정적인 효과가 완화 되었고, 위험감수성과 제품환경은 정부창업지원사업을 많이 하는 기업에서 시장환경은 정부지원사업을 작게 참여하는 집단에서 강한 영향을 보여 주었다. 본 연구는 창업기업들의 경영성과에 영향을 미치는 기업가정신과 창업환경인식의 중요성과 필요성을 확인하였고 정부의 창업지원사업이 창업성과에 미치는 실질적인 효과를 다루었다는 측면에서 의미가 있다.

직장인의 직무불안정성과 기업가정신이 창업의도에 미치는 영향: Shapero의 창업이벤트모델을 중심으로 (The Effect of Job Insecurity and Entrepreneurship on the Entrepreneurial Intention: Focusing on Shapero's Entrepreneurial Event Model)

  • 안은주;양동우
    • 중소기업연구
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    • 제42권3호
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    • pp.275-304
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    • 2020
  • 최근의 악화되고 있는 고용지표를 개선하고, 세계적인 경기침체 국면을 돌파하기 위해서는 창업의 활성화 및 창업의 성공률 제고가 요구된다. 본 연구의 목적은 관련 분야의 지식과 경험 및 네트워크를 보유한 직장인을 창업가로 전환시키는 요인과 그 경로를 밝힘으로써, 창업활성화를 위한 시사점을 제시하고 창업 성공률 제고에 기여하고자 함에 있다. 본 연구에서는 Shapero(1982)의 창업이벤트 모델을 기반으로 하여, 직장인의 직무불안정성과 기업가정신이 창업의도의 촉진사건이 되는지와 창업에 대한 소망성 및 실현가능성의 지각이 그 사이를 매개하는지를 살펴보았다. 연구 결과를 정리해보면 첫째, 직장인의 고용불안정성과 혁신성 및 위험감수성이 창업의도를 높이는 요인임을 확인하였다. 둘째, 직무불안정성의 구성 요소와 창업의도 사이에서 지각된 소망성의 간접효과는 모두 유의하지 않았으나, 기업가정신의 모든 구성 요소는 창업에 대한 소망성의 지각을 통해 창업의도를 높이는 것으로 나타났다. 셋째, 고용불안정성과 혁신성 및 위험감수성은 창업에 대한 실현가능성의 지각을 통해 창업의도를 강화하는 것으로 확인되었다. 본 연구를 통해 창업 역량을 보유한 직장인을 창업가로 전환시키기 위해서는 직장인에 대한 창업교육과 사내벤처의 지원을 강화하고 시니어창업 및 사내벤처창업 지원을 확대함으로써 창업에 대한 긍정적 태도와 실행에 대한 자신감을 고취시킬 필요가 있음을 확인하였다. 직장인의 창업 지원 강화로 창업 활성화 및 창업 성공률이 제고된다면, 일자리 문제를 해결하고 침체된 경기를 회복시키는 등 국내 경제에 활력을 불어넣을 것으로 기대된다.

금융 마이데이터 서비스 특성과 수용의도의 관계: 개인혁신성과 기술적 보안성의 조절효과 (The Relationship between Financial Mydata Service Characteristics and Intention to Use: The Moderating Effects of Innovativeness and Technology Security)

  • 손창용;박현선;김상현
    • 지식경영연구
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    • 제23권4호
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    • pp.133-157
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    • 2022
  • 데이터가 새로운 핵심자원으로 주목받으면서 마이데이터가 금융, 의료, 공공 등 다양한 분야로 확산되고 있지만 마이데이터 사용자의 행동연구는 미비한 실정이다. 이에 본 연구는 마이데이터가 가장 활발히 이루어지고 있는 금융 분야를 대상으로 마이데이터 특성이 가치 인식에 미치는 영향과 수용행동에 미치는 영향에 대해 실증적으로 살펴보고자 한다. 이를 위해 본 연구는 기존 연구를 근거로 연구모형을 제안하였으며, 가설검증을 위해 개인을 대상으로 295부의 설문 자료를 수집하여 AMOS 26.0을 이용하여 분석하였다. 분석 결과, 금융 마이데이터 특성으로 제안한 자기정보결정권, 금융 편의성, 개인화서비스는 지각된 가치에 유의한 영향을 미치는 것으로 나타났으며, 지각된 가치는 수용의도에 유의한 영향을 미치는 것으로 나타났다. 더 나아가 본 연구는 개인혁신성과 기술적 보안성을 조절변수로 제안하여 변수 간의 관계에 어떤 역할을 하는지 살펴보고자 하였다. 그 결과, 개인혁신성은 자기정보결정권, 개인화서비스와 지각된 가치 간의 관계를 강화시켜주는 것으로 나타났으며, 기술적 보안성은 지각된 가치와 금융 마이데이터 수용의도 간의 관계를 강화시켜 주는 것으로 나타났다. 본 연구의 결과는 금융 마이데이터 사용자의 수용에 영향을 미치는 요인을 이해하고 개인의 혁신성 수준과 기술적 보안성의 중요성에 대해 이해하는데 유용한 정보를 제공할 것으로 기대한다.

과학교사들의 2009 개정 교육과정 융합형 '과학' 수용에 관한 인과 모델 연구 (The Study of Causal Model on Science Teachers' Adoption of 'Science' Focusing on the Fusion in the 2009 Revised Curriculum)

  • 하민수;신세인;이준기;박현주;정덕호;임재근
    • 한국과학교육학회지
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    • 제34권3호
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    • pp.235-246
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    • 2014
  • 이 연구는 혁신 수용 모델을 바탕으로 융합형 '과학'교과가 현장교사들에 의하여 어떻게 수용되는지에 관한 연구이다. 이 연구를 위해서 선행연구를 바탕으로 필요성 인식, 지원에 대한 인식, 개인의 혁신성, 인지된 유용성, 교수 효능감, 수용의도의 6가지 요인을 추출하였고, 관련 검사 문항을 개발하였다. 혁신 수용에 관한 선행 연구를 바탕으로 6가지 요인의 가설적 모델 역시 제안되었다. 전국 349명의 과학교사들이 설문조사에 참여하였다. 연구 결과 '과학' 교과에 대한 혁신 수용에 관련된 인식의 수준은 교사의 연수 유무, 교사 경력, 전공과 유의미한 상관관계가 없는 것으로 나타났다. 또한 혁신 수용에 관한 선행연구를 통해 제안된 모델은 과학교사들의 '과학'교과를 수용하는 과정을 설명하는데 타당한 모델로 확인되었다. 지원에 대한 인식, 인지된 유용성, 교수 효능감은 다른 변인간 관계에서 높은 수준의 매개 효과를 보였다. 이와 같은 새롭게 개발된 교육과정, 교과서, 교육 정책이 학교 현장에서 성공적으로 뿌리내리기 위해서는 교사들의 수용 의도를 향상시킬 필요가 있다. 이 연구 결과는 교사들의 수용 태도를 향상시키는 프로그램 개발에 유용하게 활용될 수 있을 것이다.

개인 특성과 드라마 특성이 창업의지에 미치는 영향에 관한 실증 연구 : 사회적 지지의 조절효과 중심으로 (An Empirical Study on the Effects of Personal Characteristics and Drama Characteristics on Entrepreneurial Intention : Focusing on the Moderating Effect of Social Support)

  • 장수진
    • 벤처혁신연구
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    • 제5권4호
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    • pp.135-156
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    • 2022
  • 문화의 파급력에 있어서 한류, K-pop 등을 통해 그 영향력이 대중매체, 한국에 대한 인식 제고 등 다양한 분야에서 확인되고 있다. 하지만 기존 창업학에서 문화와 관련한 연구는 부족하였다. 이러한 상황에서 문화와 창업을 연구해 창업에의 부정적인 인식이 변화되고 국민적 창업의지를 높일 수 있을 것으로 예측하고 문화계발효과이론(The cultivation theory)을 토대로 드라마 특성 변수들이 창업의지에 미치는 영향에 관한 연구를 목적으로 하였다. 본 연구에서는 창업의지에 영향을 미치는 요인들을 확인하고 창업의지를 높이는데 긍정적 역할을 하는 사회적 지지의 조절 효과를 확인하고자 하였다. 연구대상은 일반인 419명으로 온라인을 통해 데이터를 얻어 이를 분석하였다. 본 연구의 분석 방법은 SPSS 통계프로그램 Ver. 24를 기본으로 조절효과 분석에는 위계적 회귀분석 방법을 실시하였다. 본 연구의 가설 검증 분석 결과는 아래와 같다. 첫째, 혁신성, 위험감수성, 자아성취, 경제적 성취, 드라마몰입도, 드라마속 성공모델, 간접경험 모두 창업의지에 유의한 정(+)의 영향을 미쳤다. 둘째, 창업의지에 영향을 미치는 요인 중에서 자아 성취가 가장 큰 영향이 있는 것으로 나타났다. 셋째, 여러 변수들과 창업의지 간 사회적 지지의 조절효과에서 혁신성과 창업의지 간, 자아 성취와 창업의지 간, 드라마속 성공모델 및 간접경험과 창업의지 간 사회적 지지의 조절효과가 나타나 유의한 영향을 미치는 것을 확인하였다. 본 연구를 통한 학문적 가치라면 창업의지의 영향요인으로 기존의 변수에서 벗어나 드라마특성 변수들이 창업의지에 미치는 영향을 확인한 점이다. 또한, 개인의 외적 지원의 총체라 할 수 있는 사회적 지지의 조절효과의 유의성을 확인할 수 있었다. 본 연구의 시사점은, 창업의지에의 영향요인에 있어서 자아성취가 창업의지에 가장 큰 영향을 보인 점이다. 따라서 창업지원정책이나 창업교육에 있어서도 자아성취의 고취가 필수적이라 할 수 있다. 또한 TV 드라마의 파급력에 비추어 드라마속 성공모델과 간접경험이 창업의지를 높이는 바, 창업 및 창업가에 대한 인식 변화에도 그 영향력을 예측할 수 있었던 점이다.

Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • 마케팅과학연구
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    • 제18권3호
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    • pp.59-88
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    • 2008
  • Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

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혁신기술수용 이후 : 차세대 서비스 업그레이드 의향에 대한 서비스 속성만족은 차원과 고객 충성도의 역할 (Post-Adoption Behavior : Role of Customer Satisfaction and Customer Loyalty in the Next-Generation Service Upgrading)

  • 손민희;한계숙
    • 경영과학
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    • 제26권3호
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    • pp.79-100
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    • 2009
  • Recently, most tech-based products are of multiple generations, since new-generation products are replacing the older ones as technologies continue to improve. Although, this means that research is needed to examine as much about the role of post-adoption behavior as the missing link between the adoptions of successive generation as first adoption of innovation, there is a dearth of literature explicitly examining consumers' post-adoption behavior, especially in the context of subscription-based service. For the subscription-based services, in spite of the important role of consumer satisfaction, research on the post-adoption behavior can not carefully examine the direct impact of consumer satisfaction on their decision to upgrade by considering usage instead of satisfaction as the missing link between buyers' first adoption and their next-generation adoption. This study identified two types of attribute satisfaction such as basic attribute and core attribute using both literature review and FGI (Focus Group Interview), and tries to investigate how two types of attribute satisfaction has influence on customers' intention to upgrade to the next-generation services. and a moderating role of customer loyalty between attribute satisfaction and intention. The empirical results show that core-attribute satisfaction has a negative influence on customers' intention to upgrade, due to the moderating role of customer loyalty, but it can raise their intention to upgrade next-generation services. However, basic-attribute satisfaction, on the other hand, appears to positively influence both customer loyalty and the intention to upgrade. We also find that the consumer attribute satisfaction is influenced by consumer innovativeness, her perception of service and the usage of each features' type in different ways. Finally, academic and practical implication is made, limitation is clarified and a direction for further studies is suggested.

The Impact of the User Characteristics of the VR Exhibition on Space Participation and Immersion

  • Wang, Minglu;Lee, Jong-Yoon;Liu, Shanshan
    • International Journal of Contents
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    • 제18권1호
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    • pp.1-16
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    • 2022
  • With the advent of the 5G, networks and information and communication technologies have been continuously developed. In the fields of art galleries, virtual reality (VR) exhibitions that can be visited online have emerged, innovating the way of human-computer interaction and creating new artistic experiences for users. This study explores the three-dimensionality, clarity, and innovative interactions that users experience when viewing a VR exhibit, which affects the exhibit's presence. Besides, in terms of research method, the research sets spatial participation and immersion as dependent variables, with three-dimensionality (high versus low), clarity (high versus low), and innovation (high versus low) in a 2×2×2 design as the base, and explores their interaction effects. The results show that three-dimensionality and innovative interactions affect spatial participation. First of all, in groups with high innovation and low three-dimensionality, spatial participation presents a higher positive factor. Secondly, with regard to immersion, three-dimensionality, clarity and innovation present a tripartite interaction. Groups with low three-dimensionality and high clarity have a higher positive effect on immersion when the level of innovation is low. When the degree of innovation is high, the positive effect on immersion is higher in groups with high three-dimensionality and low clarity. The above results show that in the production of VR exhibitions, it is necessary to increase the three-dimensionality and clarity of exhibited image contents, while taking into account the user's perception and innovativeness. On the other hand, this study puts forward suggestions for the design, content and future development of VR exhibitions, which has important reference significance for the improvement and innovation of future VR exhibitions.

TOE 프레임워크와 가치기반수용모형 기반의 인공지능 신약개발 시스템 활용의도에 관한 실증 연구 (A Study on the Intention to use the Artificial Intelligence-based Drug Discovery and Development System using TOE Framework and Value-based Adoption Model)

  • 김영대;이원석;장상현;신용태
    • 한국IT서비스학회지
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    • 제20권3호
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    • pp.41-56
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    • 2021
  • New drug discovery and development research enable clinical treatment that saves human life and improves the quality of life, but the possibility of success with new drugs is significantly low despite a long time of 14 to 16 years and a large investment of 2 to 3 trillion won in traditional methods. As artificial intelligence is expected to radically change the new drug development paradigm, artificial intelligence new drug discovery and development projects are underway in various forms of collaboration, such as joint research between global pharmaceutical companies and IT companies, and government-private consortiums. This study uses the TOE framework and the Value-based Adoption Model, and the technical, organizational, and environmental factors that should be considered for the acceptance of AI technology at the level of the new drug research organization are the value of artificial intelligence technology. By analyzing the explanatory power of the relationship between perception and intention to use, it is intended to derive practical implications. Therefore, in this work, we present a research model in which technical, organizational, and environmental factors affecting the introduction of artificial intelligence technologies are mediated by strategic value recognition that takes into account all factors of benefit and sacrifice. Empirical analysis shows that usefulness, technicality, and innovativeness have significantly affected the perceived value of AI drug development systems, and that social influence and technology support infrastructure have significant impact on AI Drug Discovery and Development systems.

소비자 특성에 따른 챗봇의 인지된 혁신속성과 혁신수용 (Perceived Innovation Attributes and Acceptance of Chatbots as Determined by Consumer Characteristics)

  • 정재환;변상운;김미숙
    • 산경연구논집
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    • 제10권7호
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    • pp.39-48
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    • 2019
  • Purpose - The purpose of this study was to explore the impact of chatbots' innovation attributes on the innovation acceptance for consumers who have used chatbots to purchase fashion products that account for a large share of transactions in mobile shopping. Research design, data, and methodology - Data were collected from Korean consumers aged 20 to 49 who had experience using chatbots when purchasing fashion-related products via mobile circumstances. After a pilot survey of 31 customers, pre-questionnaire was revised for the final test, and the final questionnaire was distributed to 1,500 subjects. Out of these, 244 were retrieved. After excluding 48 inappropriate responses, 196 were used for statistical analysis. Frequency analysis, exploratory factor analysis, one-way ANOVA, regression analysis and independent t-test using SPSS 23.0 were employed for data analyses. Results - First, four factors of chatbots' attributes were extracted: relative advantages and compatibility, complexity, sensibility, and diversity. Second, two factors were extracted for fashion leadership: fashion opinion leadership and fashion innovativeness. Two groups based on the fashion leadership were identified: active innovation adopters and passive innovation adopters. Third, relative advantages and compatibility, diversity, sensibility of innovation attributes were found to have effects on the innovation acceptance in order. Fourth, significant differences were found in sensibility of innovation attributes and innovation acceptance in groups by marital status and age. The married in their 30s and 40s perceived sensibility as a more important attribute of chatbots than the unmarried in their twenties. Among the groups of different income levels, meaningful differences were found in diversity of innovation attributes and innovation acceptance. Fifth, there were significant differences found in relative advantages and compatibility, sensibility of innovation attributes, and acceptance of Innovation among the groups by fashion leadership. Active innovation adopters were found to be more aware of the importance of relative advantages and compatibility, and sensibility of innovation attributes, and innovation acceptance. Conclusions - The present study provides chatbots' marketing strategies for fashion items need to be modified by demographic characteristics and fashion leadership. Particularly, fashion leadership was found to be an important factor in determining the perception of innovation attribute as well as innovation acceptance.