학술논문
Impact of Innovative Characteristics of Smart Clothing on Purchase Intention
이용수 20
- 영문명
- Impact of Innovative Characteristics of Smart Clothing on Purchase Intention
- 발행기관
- 한국마케팅과학회
- 저자명
- Ko Eun Ju(고은주) Hye Lim Yun(윤혜림)
- 간행물 정보
- 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 181~195쪽, 전체 15쪽
- 주제분류
- 경제경영 > 경영학
- 파일형태
- 발행일자
- 2006.11.30
국문 초록
영문 초록
The purpose of this study was 1) to identify innovative characteristicsof smart clothing, 2) to analyze the influence of innovative characteristics on attitude toward products and purchase intention, 3) to examine the relationships between innovative characteristics and purchase intention grouped by fashion lifestyle.
The survey was conducted for undergraduate students whom are familiar with new technology and product and 300 subjects were used this study. For data analysis, descriptive statistics, factor analysis, cluster analysis, ANOVA, multiple-regression analysis were used with the SPSS 10.0 program.
The results of this study were as follow: First, the innovative characteristics of smart clothing were categorizedinto three factors; "Relative advantage/Compatibility", "Triability/Observability", "Complexity". Second, the influence of innovative characteristics to attitude toward productsand purchase intention, the "Relative advantage/Compatibility" and "Triability/Observability" positively influenced on attitude toward products and purchase intention. Third, fashion lifestyle groups were categorized into four factors;"Fashion/Appearance Oriented", "Leisure Oriented", "Health Oriented", and ‘Socializing Oriented". Also, innovative characteristics "Triability/Observability" were significantly different among fashion lifestyle groups.
This study would be beneficial for those in smart clothing development by understanding the potential reactions, and in particular this research results may guide fashion companies to create and strengthen positive attitude toward smart clothing by establishing a target marketing strategy.
The survey was conducted for undergraduate students whom are familiar with new technology and product and 300 subjects were used this study. For data analysis, descriptive statistics, factor analysis, cluster analysis, ANOVA, multiple-regression analysis were used with the SPSS 10.0 program.
The results of this study were as follow: First, the innovative characteristics of smart clothing were categorizedinto three factors; "Relative advantage/Compatibility", "Triability/Observability", "Complexity". Second, the influence of innovative characteristics to attitude toward productsand purchase intention, the "Relative advantage/Compatibility" and "Triability/Observability" positively influenced on attitude toward products and purchase intention. Third, fashion lifestyle groups were categorized into four factors;"Fashion/Appearance Oriented", "Leisure Oriented", "Health Oriented", and ‘Socializing Oriented". Also, innovative characteristics "Triability/Observability" were significantly different among fashion lifestyle groups.
This study would be beneficial for those in smart clothing development by understanding the potential reactions, and in particular this research results may guide fashion companies to create and strengthen positive attitude toward smart clothing by establishing a target marketing strategy.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 연구 결과 및 논의
Ⅴ. 결론 및 제언
참고문헌
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 연구 결과 및 논의
Ⅴ. 결론 및 제언
참고문헌
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