Purpose - The purpose of this study was to explore the impact of chatbots’ innovation attributes on the innovation acceptance for consumers who have used chatbots to purchase fashion products that account for a large share of transactions in mobile shopping.
Research design, data, and methodology – Data were collected from Korean consumers aged 20 to 49 who had experience using chatbots when purchasing fashion-related products via mobile circumstances. After a pilot survey of 31 customers, pre-questionnaire was revised for the final test, and the final questionnaire was distributed to 1,500 subjects. Out of these, 244 were retrieved. After excluding 48 inappropriate responses, 196 were used for statistical analysis. Frequency analysis, exploratory factor analysis, one-way ANOVA, regression analysis and independent t-test using SPSS 23.0 were employed for data analyses.
Results - First, four factors of chatbots’ attributes were extracted: relative advantages and compatibility, complexity, sensibility, and diversity. Second, two factors were extracted for fashion leadership: fashion opinion leadership and fashion innovativeness. Two groups based on the fashion leadership were identified: active innovation adopters and passive innovation adopters. Third, relative advantages and compatibility, diversity, sensibility of innovation attributes were found to have effects on the innovation acceptance in order. Fourth, significant differences were found in sensibility of innovation attributes and innovation acceptance in groups by marital status and age. The married in their 30s and 40s perceived sensibility as a more important attribute of chatbots than the unmarried in their twenties. Among the groups of different income levels, meaningful differences were found in diversity of innovation attributes and innovation acceptance. Fifth, there were significant differences found in relative advantages and compatibility, sensibility of innovation attributes, and acceptance of Innovation among the groups by fashion leadership. Active innovation adopters were found to be more aware of the importance of relative advantages and compatibility, and sensibility of innovation attributes, and innovation acceptance.
Conclusions – The present study provides chatbots’ marketing strategies for fashion items need to be modified by demographic characteristics and fashion leadership. Particularly, fashion leadership was found to be an important factor in determining the perception of innovation attribute as well as innovation acceptance.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 챗봇
  2.2. 혁신속성
  2.3. 혁신수용
  2.4. 유행선도력
  2.5. 연구문제
 3. 연구방법
  3.1. 연구설정 및 자료수집
  3.2. 변수의 조작적 정의
  3.3. 자료분석
 4. 연구결과
  4.1. 분석대상 표본의 특성
  4.2. 구성개념의 신뢰성 및 타당성 검토
  4.3. 챗봇의 혁신속성이 혁신수용에 미치는 영향
  4.4. 유행선도력 요인을 이용한 군집분석
  4.5. 소비자 특성에 따른 인지된 혁신속성과 혁신수용
 5. 결론
  5.1. 연구결과 요약 및 논의사항
  5.2. 연구의 시사점
  5.3. 연구의 한계 및 후속연구 제안
 References

• Jaehwan JUNG(Department of Clothing & Textiles, Graduate School, Kyung Hee University) | 정재환
• Sangwoon BYUN(Department of Clothing & Textiles, Graduate School, Kyung Hee University) | 변상운
• Mi-Sook KIM(Department of Clothing & Textiles, Graduate School, Kyung Hee University) | 김미숙 Corresponding Author