지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study investigates the influence of technology readiness, fashion innovativeness, and participation level perception on the acceptance intention of 3D virtual fitting systems. We presented a 3D virtual fitting system with detailed information that was watched by respondents who subsequently completed a research questionnaire. The data were collected from 300 subjects with an age range of 21 to 39 who have experienced Internet shopping. Descriptive statistics, Cronbach's alpha, factor analysis, correlation analysis, and multiple regression analysis were conducted. The results were as follows. First, fashion innovativeness, technology innovativeness, participation level perception, and optimism significantly influenced the acceptance intention. Second, fashion innovativeness, technology innovativeness, participation level perception, and optimism positively influenced the acceptance intention in the male group; however, technology innovativeness, participation level perception, optimism, and insecurity significantly influenced the acceptance intention in the female group. The results indicated that a marketing strategy has to be designed that focuses on consumers with high technology, fashion innovativeness, and optimism to increase the acceptance intention. In addition, markers have to enhance a participation level perception that will contribute to the introduction of 3D virtual fitting systems. Another notable finding was the importance to differentiate marketing strategies according to gender.
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참고문헌 (54)
참고문헌 신청
Bendapudi, N. / 2003 / Psychological implications of customer participation in co-production / Journal of Marketing 67(1):14~28
Beaudoin, P. / 2003 / Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents / Journal of Fashion Marketing and Management 7(1):23~30
Beaudoin, P. / 1998 / Young fashion leaders' and followers' attitudes toward American and imported apparel / Journal of Product & Brand Management 7(3):193~207
Bhappu, A. D. / 2006 / The role of relational and operational performance in business-to-business customers' adoption of self-service technology / Journal of Service Research 8(4):372~385
Chiu, Y. B. / 2005 / Gender differs: Assessing a model of online purchase intentions in e-tail service / International Journal of Service Industry Management 16(5):416~435
Beaudoin, P. / 2003 / Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents / Journal of Fashion Marketing and Management 7(1):23~30
Beaudoin, P. / 1998 / Young fashion leaders' and followers' attitudes toward American and imported apparel / Journal of Product & Brand Management 7(3):193~207
Bhappu, A. D. / 2006 / The role of relational and operational performance in business-to-business customers' adoption of self-service technology / Journal of Service Research 8(4):372~385
Chiu, Y. B. / 2005 / Gender differs: Assessing a model of online purchase intentions in e-tail service / International Journal of Service Industry Management 16(5):416~435
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