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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer Attitudes, Intention to Use Technology, Purchase Intention of Korean 20's Women on the Acceptance of Fashion Augmented Reality (FAR) with the Application of the UTAUT Model

UTAUT 모델을 응용한 패션 증강현실(FAR) 기술수용에 관한 한국 20대 여성의 소비자 태도, 기술 사용의도 및 구매의도

  • Cho, Sung Hee (Dept. of Textile & Fashion Design, Graduate School of Kyung Hee University) ;
  • Kim, Chil Soon (Dept. of Textiles & Clothing Design, Kyung Hee University)
  • 조성희 (경희대학교 대학원 텍스타일.패션디자인학과) ;
  • 김칠순 (경희대학교 의류디자인학과)
  • Received : 2018.11.13
  • Accepted : 2019.02.07
  • Published : 2019.02.28
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Abstract

This study determined the impact of 'Fashion Augmented Reality (FAR)' acceptance factors based on the model of acceptance and use of technology (UTAUT) on consumer attitudes, intention to use technology, and fashion product purchase intention. A survey asked participants to have an AR experience using a FAR app to understand FAR in advance. Data were analyzed factor analysis and stepwise regression using SPSS. The results are as follows. First, the factor analysis classified the acceptance variables of FAR technology into 'social relations', 'shopping effectiveness', and 'easy to use FAR'. Second, among the three factors of FAR acceptance, 'shopping effectiveness' is statistically more influential on positive attitudes towards FAR. However, 'easy to use' factor was more influential on 'the intention to use technology' as well as 'purchase intention'. Third, 'social relations' were identified as an important factor affecting 'consumer attitudes', 'intention to use technology' and 'purchase intention' which are not well covered in fashion technology research. In addition, 'the intention to use technology' was found to be influential on 'purchase intention' and indicated the importance of easiness of FAR to enhance purchase intention.

Keywords

References

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