The purpose of this study was to identify the effect of sportwearable device's innovation attribute on innovation resistance and moderating effect of consumer innovativeness between sportwearable device's innovation attribute and innovation resistance. Samples were the 20, 30s who registered on undergraduate and graduate college students. They were extracted from three different universities, in Seoul. After 125 questionnaires were removed, 375 samples were used in the actual analysis; frequency analysis, reliability analysis, confirmatory factor analysis, correlation, and structural equation modeling. The results were as follows. First, perceived innovation attributes of sportwearble devices had a negative effect on innovation resistance. Second, consumer innovativeness was moderated in the relationship between perceived innovation attributes and innovation resistance.
