Purpose The current study was aimed to examine acceptance intention of sports wearable smart device using the Technology Acceptance Model and Theory of Planned Behavior. Methods Data were drawn from 357 consumers who had experience purchasing sports products. Data were analyzed through frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling using SPSS 20.0 and AMOS 20.0 program. Results First, perceived ease of use had a positive effect on attitude. Second, perceived usefulness had a positive effect on attitude. Third, attitude had a positive effect on acceptance intention. Fourth, subjective norm had a positive effect on acceptance intention. Fifth, perceived behavioral control did not affect acceptance intention. Sixth, differences of path coefficients between attitude and acceptance intention, subjective norm and acceptance intention were significant according to gender. Conclusion The significance of this research is to provide the basis of positioning strategy for domestic companies of sports wearable smart device.
