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A Study on The Influencing Factors of Purchase Intention for Smart Mountaineering Garments : An Extended Technology Acceptance Model

스마트 등산복에 대한 구매의도와 영향요인 분석 : 확장된 기술수용모형(TAM)을 바탕으로

  • 박재민 (건국대학교 경영대학 기술경영학과) ;
  • 이정수 (한국과학기술기획평가원)
  • Received : 2012.09.24
  • Accepted : 2012.10.25
  • Published : 2012.11.30

Abstract

An increasing number of mountaineers are recently creating diverse consumer needs for mountaineering garments, thereby leading to a production of smart mountaineering garments with diverse-functions. Smart mountaineering garments are increasingly adding to comfort and safety, boosting their market size. This study researched on the Technology Acceptance Model (TAM) to examine factors that influence the intention of consumers to purchase buy mountaineering garments. For that purpose, 641 people aged 20-61 years who experienced in mountaineering were surveyed online. An extended TAM was designed by adding new variables such as fashion involvement and garment involvement associated with the characteristics of clothing products to the variables such as self-efficacy sense, technological innovativeness, perceived enjoyment. The findings of the study suggested that self-efficacy sense influenced perceived usefulness, perceived easiness of use, and perceived enjoyment, while garment involvement and fashion involvement influenced the perceived easiness of use and the perceived usefulness, respectively. Also, the perceived easiness of use influenced perceived usefulness and perceived enjoyment, while the perceived usefulness and perceived enjoyment directly influenced the intention of purchase. Based on the findings of this research, this study seeks to determine factors variables of smart garments purchase intention, and to explore measures to enhance such purchase intention, thereby offering working implications for developing smart mountaineering garments.

Keywords

Smart Mountaineering Garments;Purchase Intention;Technology Innovation;Apparel Involvement;Fashion Involvement