Smart healthcare clothing combines IoT, new technology, and clothing construction to perform specific care functions, and its utility has been expanding rapidly within aging and diversified societies. However, the related market remains at an early stage of development due to limited regulation, lack of consumer awareness, and the need for not only technical development but promotion plans for potential users. This paper aims to analyze factors influencing purchase intention for smart healthcare clothing with biosignal monitoring, including variables in the Technology Acceptance Model (TAM), clothing attributes, health-related lifestyle factors, and fashion innovativeness. A survey was conducted on a sample of 300 males and 300 females ranging in age from 20 to 50 years, and data were analyzed using SPSS 21.0. The results show that perceived usefulness, perceived aesthetic attributes, health responsibility, and fashion innovativeness were overall significant predictors of using smart healthcare clothing. Additionally, perceived ease of use and physical activity in the male subsample, and perceived compatibility within the female group, also had significant effects. Furthermore, age was a determining factor; for subjects in the 30s age group, perceived usefulness, compatibility, and health responsibility had significant positive associations. The results of this study can provide basic guidelines for designing merchandising plans to expand user acceptance of smart healthcare clothing.

본 연구에서는 해외의 3D프린팅 기술을 활용한 혁신성 소구방법의 광고캠페인 사례를 고찰함으로써 고도화된 사회에서 혁신적 마케팅 커뮤니케이션에 대한 필요성 인식과 향후 3D프린팅과 같은 혁신기술과 광고마케팅 분야의 통섭적 사고에 대한 방향성을 제시하고자 하였다. 해외의 글로벌 기업 브랜드는 혁신기술을 받아들이고, 이를 통해 광고마케팅 분야와 결부 시켜 광고캠페인을 진행하며 소비자와 새로운 방식의 커뮤니케이션을 시도하고 있으나 우리나라에서는 관련 연구가 이루 어지거나 실질적으로 광고캠페인이 진행된 사례는 극히 드문 실정이다. 따라서 본 연구에서는 선행연구를 바탕으로 혁신성 의 속성을 ‘자기표현(assertiveness)’, ‘감성(sensibility)’, ‘타인과의 공유(sharing with others)’와 로저스(Rogers,2003)의 ‘시용가능성(trialability)’, ‘가시성(observability)’의 5가지로 정의하고, 수용자 경험 속성으로 ‘이용성(usability)’, ‘접근성 (accessibility)’, ‘복합성(complexity)’, ‘창조성(creativity)’을 도출하여 선행연구 및 로저스의 혁신성 이론을 토대로 설계한 분석모델을 통하여 해외 혁신성 소구방법의 광고캠페인 사례를 분석하였다. 분석 결과, 일반적인 소구방법보다는 광고캠페인을 통한 자기표현의 경험 가치와 정서적 가치, 관계 형성과 시용가능성이 갖춰진 환경에서 새로움과 즐거움, 재미의 소구가 가능한 혁신성 소구방법이 진화한 소비자를 충족시킬 만한 요인으로 작용할 수 있으며, 혁신성의 속성이 높을 때 전반적으로 사용자 경험 속성도 높은 것으로 분석되었다. 이는 혁신성 소구방법의 광고캠페인은 대체적으로 혁신기술을 활용한 제작 과정 전반에 수용자의 체험이 가능하기 때문인 것으로 분석되었으며, 혁신성의 다섯 가지 속성과 수용자 경험의 네 가지 요소를 포괄적으로 활용하여 수용자들의 총체적 경험이 가능한 광고캠페인 프로세스를 구축한다면 혁신성 소구방법의 광고캠페인을 통한 수용자와의 커뮤니케이션을 보다 향상시킬 수 있을 것으로 보인다. 본 연구는 혁신성 소구방법의 광고캠페인 사례의 혁신성 속성 등 수용자의 경험에 영향을 미치는 무형의 요인을 연구함으로써 혁신적 마케팅 커뮤니케이션의 필요성에 대한 인식을 제고하고, 광고캠페인의 혁신성 소구방법과 수용자 경험의 관계를 이해하여 이와 관련된 연구의 기초가 되는 탐험적 연구로써 향후 새로운 광고 전략 수립의 단서를 제공할 수 있을 것으로 기대된다.

Purpose - Research on the ability of domestic public institutions to conduct business is being conducted. Research on government support policy for public technology projects, emphasizes technology creation. Public agencies are encouraging evolutionary barriers at the stage of realistic business. This paper presents the policy possibilities by presenting policies and strategies based on corporate public policy. Research design, data, and methodology – In this study, we surveyed the actual state of public technology commercialization based on the data on state of technology commercialization of public institutions. We collected and analyzed the literature data to enhance the competitiveness of technology commercialization by identifying success cases of public technology commercialization. In Korea, there are not many research papers that provide policy alternatives for technical commercialization of public research institutes. Therefore, in this paper, we review various government policies and check the status of technology commercialization to increase its value. Results – As a result of this study, it is suggested that various policy development is necessary for the commercialization of public technology, because it is important to increase the value of technology users, suppliers, investors and customers through various network activation. In particular, it is necessary to establish differentiated Korean public technology commercialization model for the proliferation of public technology commercialization by presenting methodical model of technical commercialization. Conclusions - Through this study, it is important to raise the competitiveness of domestic public technology commercialization, to create economic value, and to improve the performance of technology commercialization. Therefore, it is necessary to contribute to the creation of research achievement, research method of excellent technology, and method of commercializing technology, and to create achievement of technical commercialization in the future. In addition, from the viewpoint of commercialization of technology, strategies for creating value through utilization of public technology should be prepared, and a plan for mutual prosperity among domestic companies should be prepared. Policy alternatives of various public technology commercialization to build national competitiveness have been developed, and various examples of performance for the performance of public technology commercialization should be derived.