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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

Abstract

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.

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