The Influence of Innovativeness and Price Sensitivity on Purchase Intention of Smart Wear

혁신성과 가격민감도가 스마트의류의 구매의도에 미치는 영향

  • Park, Hyun-Hee (School of Business Administration, Kyungpook National University) ;
  • Noh, Mi-Jin (School of Business Administration, Kyungpook National University)
  • Received : 2011.10.28
  • Accepted : 2011.12.27
  • Published : 2012.02.29


This study examines the influence of innovativeness and price sensitivity on the purchase intention of smart wear. A total of 211 copies of data were analyzed to investigate a structural model and test research hypotheses using AMOS 7.0 package. The results were summarized as follows. First, fashion innovativeness and technology innovativeness negatively affected price sensitivity; however, information innovativeness positively affected price sensitivity. Second, technology innovativeness positively affected the purchase intention of smart wear; however, fashion innovativeness and information innovativeness did not affect the purchase intention of smart wear. Third, price sensitivity negatively influenced the purchase intention of smart wear. This study is useful for marketers and managers who establish marketing and a price strategy for smart wear in an exploration of the relation of consumer innovativeness, price sensitivity, and the purchase intention of smart wear.


  1. Agarwal, R., & Karahanna, E. (2000). Times flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quartly, 24(4), 665-694.
  2. Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71-89.
  3. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
  4. Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.
  5. Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25.
  6. Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293-306.
  7. Chae, J. M. (2010). The extended technology acceptance model according to smart clothing types. Korean Journal of Human Ecology, 19(2), 375-387.
  8. Chae, J. M., Cho, H. S., & Lee, J. H. (2009). A study on consumer acceptance toward the commercialized smart clothing. Korean Journal of the Science of Emotion & Sensibility, 12(2), 181-192.
  9. Cho, H. K., Song, H. Y., Cho, H. S., Goo, S. M., & Lee, J. H. (2010). A study on the design of functional clothing for vital sign monitoring-based on ECG sensing clothing-. Korean Journal of the Science of Emotion & Sensibility, 13(3), 467-474.
  10. Choi, D. H., Kim, C. M., Kim, S. I., & Kim, S. H. (2006). Customer loyalty and disloyalty in internet retail stores: Its antecedents and its effect on customer price sensitivity. Internatioanl Journal of Management, 23(4), 925-941.
  11. Chung, I. H. (2009). A study on the premium price perception for high functional sports/leisure wear related to sports/leisure activity, well-being health consciousness, and demographic variables. Journal of the Korean Society of Clothing and Textiles, 33(9), 1506-1518.
  12. Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of internet shopping: The role of consumer innovativeness. Industrial Management & Data Systems, 100(7), 294-300.
  13. Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
  14. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). New York: The Dryden Press.
  15. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  16. Goldsmith, R. E., & Flynn, L. R. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42-55.
  17. Goldsmith, R. E., Flynn, L. R., & Kim, D. (2010). Status consumption and price sensitivity. Journal of Marketing Theory and Practice, 18(4), 323-338.
  18. Goldsmith, R. E., Freiden, J. B., & Eastman, J. K. (1995). The generality/specificity issue in consumer innovativeness research. Technovation, 15(10), 601-613.
  19. Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221.
  20. Goldsmith, R. E., Kim, D., Flynn, L. R., & Kim, W. (2005). Price sensitivity and innovativeness for fashion among Korean consumers. The Journal of Social Psychology, 145(5), 501-508.
  21. Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and price sensitivity: Managerial, theoretical, and methodological issues. Journal of Product & Brand Management, 6(3), 163-174.
  22. Ha, Y., & Stoel, L. (2004). Internet apparel shopping behaviors: The influence of general innovativeness. International Journal of Retail & Distribution Management, 32(8), 377-385.
  23. Hoffmann, S., & Soyez, K. (2010). A cognitive model to predict domain-specific consumer innovativeness. Journal of Business Research, 63(7), 778-785.
  24. Hsieh, A. T., & Chang, W. T. (2004). The effect of consumer participation on price sensitivity. The Journal of Consumer Affairs, 38(2), 282-296.
  25. Huber, J., Holbrook, M. B., & Kahn, B. (1986). Effect of competitive context and of additional information on price sensitivity. Journal of Marketing Research, 23(3), 250-260.
  26. Hyun, D. W. (2010). A study on correlations between innovativeness of consumer and property of typicality. Unpublished master's thesis, Hankuk University of Foreign Studies, Seoul.
  27. Jun, D. G., & Rhee, E. Y. (2009). The effects of fashion innovativeness and style-innovation attributes on fashion adoption. Journal of the Korean Society of Clothing and Textiles, 33(10), 1564-1574.
  28. Kalra, A., & Goodstein, R. C. (1998). The impact of advertising positioning strategies on consumer price sensitivity. Journal of Marketing Research, 35(2), 210-224.
  29. Kang, K. Y. (2009). Influence of consumer innovativeness on smart clothing innovativeness evaluation. Journal of the Korean Society for Clothing Industry, 11(3), 409-416.
  30. Kang, K. Y., & Jin, H. J. (2007a). The evaluation of newness and innovativeness of smart clothing. Journal of the Korean Society for Clothing Industry, 9(5), 493-499.
  31. Kang, K. Y., & Jin, H. J. (2007b). Influences of consumers' fashion innovativeness and technological innovativeness on attitudes and buying intention toward smart clothing. Journal of the Korean Society for Clothing Industry, 9(1), 35-40.
  32. Kang, K. Y., & Jin, H. J. (2007c). A study on consumers' clothing buying intention adopted by the technology acceptance model. Journal of the Korean Society of Clothing and Textiles, 31(8), 1211-1221.
  33. Kang, M. S. (2001). Psychological and behavioral effect of the web-address-advertising: Focusing on the effect of consumer factors. The Korean Journal of Advertising, 12(1), 7-36.
  34. Kaul, A., & Wittink, D. R. (1995). Empirical generalizations about the impact of advertising on price sensitivity and price. Marketing Science, 14(3), 151-160.
  35. Kim, M. T., & Lee, J. H. (2007). Effects of consumer innovativeness and reference group compliance on use-diffusion and brand re-adoption of a convergence product. Journal of Industrial Economics and Business, 20(3), 1253-1278.
  36. Kim, M. Y. (2010). A study on the determinants and influence of the private brand proneness. Unpublished master's thesis, Myongji University, Seoul.
  37. Kim, Y. C., Joo, Y. H., & Yoon, S. H. (2005). A study on the interrelation between adoption intentions of innovative services in ICT market: Focused on convergence services. International Telecommunications Policy Review, 12(1), 25-54.
  38. Krishnamurthi, L., & Raj, S. P. (1985). The effect of advertising on consumer price sensitivity. Journal of Marketing Research, 22(2), 119-129.
  39. Lambert, Z. V. (1972). Perceptual patterns, information handling and innovativeness. Journal of Marketing Research, 9(4), 427-431.
  40. Lee, H. S., Ahn, K. H., & Ha, Y. W. (2003). Consumer behavior: Marketing strategic approach (3th ed.). Paju: Bobmunsa.
  41. Lee, H. Y., & Kim, Y. K. (2009). Development of a design prototype for winter outdoor smart clothing. Journal of the Korean Society of Design Culture, 15(3), 339-355.
  42. Lee, S. B. (2004). An ethnographic analysis of the n-generation's consumer culture. The Korean Journal of Advertising, 15(3), 71-90.
  43. Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Corelates of price acceptability. Journal of Consumer Research, 15(2), 243-252.
  44. Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
  45. Midgley, D. F., & Dowling, R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229-242.
  46. Nam, E. H., & Lee, J. H. (2009). Comparison of price sensitivity based on the shopping value, purpose of use and social situation. Journal of the Korean Society of Clothing and Textiles, 33(9), 1452-1462.
  47. Noh, M. J., Park, H. H., & Jang, H. Y. (2011). An effect of the perceived value on the trust and acceptance intention of the smart clothing: Moderating effect of price involvement toward clothing. Journal of Business Research, 26(3), 123-147.
  48. Paek, K. J., & Ashdown, S. P. (2009). Development and analysis of smart jacket for the elderly: Focused on American women. Journal of the Korean Society for Clothing Industry, 11(2), 315-325.
  49. Park, E. A. (2008). A study on the determinants of early adoption of new media: Focused on innovativeness, conspicuous consumption, perception of new media characteristics. Journal of Consumer Studies, 19(1), 93-113.
  50. Park, J. C., Lee, W. K., & Yoon, T. S. (2002). Factors on personal traits of electronic commerce users' attitude and intention of group buying on the internet. Korean Management Review, 31(3), 769-786.
  51. Park, S. Y., & Park, E. J. (2010). Effects of consumer innovativeness, shopping mall attributes, and satisfaction on eloyalty for fashion products. Journal of the Korean Society of Clothing and Textiles, 34(5), 765-774.
  52. Park, Y. S., & Chae, H. N. (2011). The influences of emotional intelligence in customer innovativeness: Focused on sensation seeking tendency and need for intelligence. Korean Corporation Management Review, 18(3), 55-81.
  53. Ramirez, E., & Goldsmith, R. E. (2009). Some antecedents of price sensitivity. Journal of Marketing Theory and Practice, 17(3), 199-214.
  54. Reichheld, F. F. (1993). Loyalty-based management. Harvard Business Review, 71(2), 64-73.
  55. Rhee, E. Y. (1997). Fashion marketing. Paju: Kyomunsa.
  56. Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: The Free Press.
  57. Sinha, I., & Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 16, 237-251.
  58. Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: The role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199-212.
  59. Wood, S. L., & Moreau, C. P. (2006). From fear to loathing? How emotion influences the evaluation and early use of innovation. Journal of Marketing, 70(3), 44-57.
  60. Yang, K. C. C. (2005). Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and Informatics, 22(3), 257-277.
  61. Zeithaml, V. A. (1988). Consumer perception of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Cited by

  1. Gender Differences on the Effects of Fashion Innovativeness and Utilization on the Price Perception of Formal Wear and Climbing Wear vol.37, pp.7, 2013,
  2. A Study on Influencing Factors of Channel Preference vol.23, pp.2, 2016,
  3. An Analysis of Group Characteristics according to Technological Innovativeness and Clothing Involvement: Focused on the Usage Status of Smart Phone Fashion Information Application vol.18, pp.5, 2014,
  4. Perception of High Functional Underwear According to Innovation Cues: Perception Difference of Reference Price, Preference, Quality and their Relationships vol.37, pp.5, 2013,
  5. The Influence of Consumers' Innovativeness and Trust on Acceptance Intention of Sensor-based Smart Clothing vol.14, pp.1, 2012,
  6. The Effects of Internet Fashion Consumer Characteristics, Shopping Motivation, and Price Sensitivity on Negative Purchasing Behavior vol.15, pp.3, 2013,
  7. Perceived Value Dimensions of Up-cycling Fashion Goods and the Relationship with Attitude and Purchase Intention - The Moderating Effect of Fashion Innovativeness - vol.39, pp.2, 2015,
  8. Price Sensitivity, Repurchasing and Switching Intention of Internet Fashion Consumers vol.39, pp.1, 2015,
  9. Research on Intention to Adopt Smart Wear: Based on Extended UTAUT Model vol.19, pp.2, 2015,
  10. Understanding the intention to use mobile shopping applications and its influence on price sensitivity vol.37, 2017,
  11. Effects of perceived risk, community usage motive and price sensitivity of overseas direct purchase consumers on customer satisfaction vol.26, pp.6, 2018,