Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of the Organizational Characteristics of Fashion Companies on Acceptance Intention of Big Data Analysis System

패션기업의 조직 특성이 빅데이터 분석 시스템의 수용의도에 미치는 영향

  • Jang, Seyoon (Strategic Planning Team, Korea Color and Fashion Trend Center) ;
  • Yang, Sujin (Consumer Science & Living Culture Industry, Sungshin Women's University)
  • 장세윤 (한국컬러앤드패션트랜드센터 전략기획팀) ;
  • 양수진 (성신여자대학교 소비자생활문화산업학과)
  • Received : 2017.02.14
  • Accepted : 2017.03.29
  • Published : 2017.04.30
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Abstract

The application of Big Data has been introduced to the Korean fashion industry; however, the literature has not yet investigated how well high technologies are being perceived and adopted by the practitioners of fashion companies. Recognizing the lack of research, the current research explores how big data analysis has been adopted by fashion practitioners based on the Technology Acceptance Model (TAM) that considers the effect of organizational characteristics (i.e., innovation, slack, and IS infra maturity). First, all TAM relationships were accepted as significant; however, the effect of perceived ease of use on the attitude toward big data was greater than perceived usefulness. Regarding organizational characteristics, while organization innovation had positive impacts on perceived usefulness as well as perceived ease of use, organization slack did not show significant and positive influence on perceived ease of use only. On the other hand, IS infra maturity had a negative effect on perceived usefulness while it did not have any significant impact on perceived ease of use. Finally, the level of perceived usefulness is decreasing as the IS infra of the fashion organization becomes more mature. With the results, the study suggested that fashion industry needs more education on the usage of big data analysis systems and development in related analysis tools.

Keywords

References

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