The current study was aimed to examine acceptance intention of sports Wearable products using the Technology Readiness and Acceptance Model. Data were drawn from 271 consumers in their 20s and 30s. Data were analyzed through frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, simple regression analysis and multiple regression analysis using SPSS 20.0 and AMOS 20.0 program. The results were as follows: First, optimism had a positive effect on perceived usefulness but innovativeness, discomfort and insecurity did not affect perceived usefulness. Second, optimism and innovativeness had a positive effect on perceived ease of use and discomfort had a negative effect on perceived ease of use but insecurity did not affect perceived ease of use. Third, perceived ease of use had a positive effect on perceived usefulness. Fourth, perceived usefulness and perceived ease of use had a positive effect on acceptance intention.
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.
