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Vol.12, No.3, 289 ~ 299, 2009
Title
The Consumer Acceptance of MP3-playing Clothing and Bio-Signal Sensing Clothing Considered in the Technology Acceptance Model
 
Abstract
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→attitudes` path which was backed up in MP3-playing clothing was rejected, and `perceived value→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.
Key Words
혁신기술수용모델, MP3-playing 의류, 생체신호 센싱 의류, 지각된 사용용이성, 지각된 유용성, 지각된 가치, 태도, 소비자 수용도, TAM, Technology Acceptance Model, MP3-playing clothing, bio-signal sensing clothing, perceived ease of use, perceived usefulness, perceived value, attitude, consumer acceptance
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