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

The Korean Society of Clothing and Textiles (한국의류학회)
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Golfers' Intention to Adopt UV Specialized Clothing as Innovation: Based on Rogers Theory

골퍼의 자외선 차단의복의 수용 의도: Rogers의 혁신확산이론을 중심으로

  • Sung Heewon (Dept. of Fashion Design, Myunggi University) ;
  • Slocum Ann C. (Dept. of Human Environment & Design, Michigan State University)
  • 성희원 (명지대학교 의상디자인학과) ;
  • Published : 2004.12.01
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Abstract

In the U.S., outdoor enthusiasts such as golfers have been focused on skin cancer prevention practices since their outdoor activities lead to extensive sun exposure during peak sun hours. The purposes of this study were to investigate golfers current sun protection behaviors and five attributes and their impacts on the intention to adopt UV specialized clothing based on Rogers' theory. UV specialized clothing as a preventive innovation is related to sun protection behaviors. However, there has been little effort to explain the intention to adopt a preventive innovation regarding health-related practices. With a convenience sampling method, a total of 158 useful questionnaires were collected. Ninety one percent were male golfers, and their age ranged from 16 to 80 years old(mean age=30 years). About $25\%$ reported to practice sun protection behaviors. About $70\%$ disagreed on the relative advantage, compatibility, observability, and triability of UV specialized shirts and reported the low intention to purchase it. Current sun protection behaviors and five attribute variables were entered in the multiple regression equation to explain the dependent variable of intention to adopt the innovation. Triability was the best predictor of the intention to adopt UV specialized shirts, followed by current sun protection behaviors, compatibility, and relative advantage. With four predictors, $45\%$ of the variance of intention to adopt was explained. The present study provides how the golfers current sun protection behaviors play important roles in explaining the intention to adopt the preventive innovation. Physical and functional features of UV specialized clothing were also significantly associated with their intentions to adopt it.

골퍼들은 레저활동의 특성상 장시간 자외선에 노출이 되므로 피부 보호를 위한 햇빛 노출 예방에 대한 관심이 미국에서 고조되고 있다. 본 연구는 자외선 차단의복을 예방혁신제품으로 하여, 제품의 인지된 속성이 잠재적 소비자의 수용의도에 미치는 영향을 Rogers의 혁신확산이론에 비추어 연구하였다. 또한 혁신제품이 건강관련 제품이므로, 수용의도에 미치는 골퍼들의 현재 자외선 차단행동의 영향을 고찰하였다. 임의 표집 방법을 이용, 미국내 골퍼들을 표본으로 하여 설문지 조사법으로 자료를 수집하였다. 최종 158 명의 응답자 중 $91\%$가 남성골퍼 였으며, 평균나이는 30세 였다. 응답자의 $25\%$정도만이 피부노출 방지를 위한 차단행동을 하는 것으로 나타났으며, 대부분의 응답자들은(약$70\%$) 자외선 차단의복 특성에 대해 부정적인 태도를 보였다. 현재의 자외선 차단 행동 및 인지된 다섯개의 혁신속성을 회귀분석법으로 측정한 결과, 시용의 용이성, 자외선 차단 행동, 일치성, 상대적 우월성 순으로 자외선 차단 의복 수용의도를 예측하는데 중요한 변인으로 나타났다. 피부보호와 관련된 예방혁신제품의 수용정도는 현재의 자외선차단 행동이 영향을 주며, 또한 제품의 외관적, 성능적 속성들도 일반 의류제품과 마찬가지로 소비자의 제품 수용시 고려되는 중요한 변인임을 알수 있다.

Keywords

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