The purpose of this study is to identify factors that influence consumers’ acceptance intentions towards Direct-to-Consumer (DTC) Genetic Testing service. DTC genetic testing service can be considered in two aspects: the application of new technology in genetic testing customers can directly purchase and the services for receiving the test results customer can’t directly analyze. Existing technology-based acceptance models have difficulty fully explaining consumers’ acceptance intentions towards DTC genetic testing services. Therefore, this study aims to propose a new acceptance model considering these two characteristics. A survey was conducted with 377 potential consumers for this research. The analysis revealed that health interest, prior knowledge, subjective norms, innovativeness, perceived usefulness, and perceived value affect consumers’ acceptance intentions. The results obtained through this study can help establish strategies and marketing plans necessary for the diffusion of services, such as DTC genetic testing services, that combine a new technology and a service. In the long term, the accumulated DTC genetic testing results data can contribute to the development of national genetic information infrastructure and preventive medical applications, as well as improve individuals’ quality of life.

본 연구는 뷰티 분야에서 디지털 기술 적용 및 혁신수용으로 나타나는 변화에 대한 인식개선 및 해결방안으로 뷰티관련 전공 학습자들의 신기술 수용의도를 분석하여 뷰티산업을 이끌어 갈 예비 뷰티 서비스 전문가들에게 필요한 전문적인 디지털 관련 기술 교과목을 개설하여 교육하고, 신기술을 적용할 수 있는 능력을 배양하여 디지털 기술에 대한 인식도가 높은 뷰티 전문가 배출의 가능성을 알아보고자 하였 다. 뷰티전공 학습자의 디지털 신기술 수용의도를 분석한 결과 신기술에 대한 주관적 규범, 자기효능감은 매 개변수인 용이성에 유의미한 영향을 미치는 것으로 나타났으며, 혁신의지와 자기효능감은 매개변수인 유 용성에 유의미한 영향을 미치는 것으로 나타났다. 그러나 혁신의지는 용이성에 유의미한 영향을 미치지 않는 것으로 나타났다. 또한 용이성과 유용성은 수용태도에 유의미한 영향을 미치는 것으로 나타났으며, 수용태도는 신기술 수용의도에 유의미한 영향을 미치는 것으로 나타났다. 이러한 결과를 종합하여 볼 때 뷰티전공 학습자들의 디지털 기술 관련 기초지식 수준을 분석하고, 디지털 신기술과 관련한 기초지식을 습득할 수 있도록 비교적 낮은 수준의 관련 교과목 개발 및 프로그램을 활용하여 뷰티전공 학숩자들이 디지털 신기술을 쉽게 인식할 수 있는 변화의 계기가 마련될 필요가 있다.

이 연구는 중국의 이미지 처리 소프트웨어 메이투를 중심으로 하여 기 술수용이론을 적용하고 확장하여 중국 사용자들의 이미지 처리 소프트웨 어 사용 의도에 대한 가능성을 탐구하는 것이다. 이를 위해 설문조사 방 법을 사용하여 사회의 다양한 계층의 다양한 그룹을 조사하고 수집한 데 이터를 분석했다. 연구 결과는 사용자의 사용 의도에 영향을 미치는 것 으로 나타났으며, 특히 사용자의 편리성과 유용성에 더해, 호기심과 자아 형상 일치성도 메이투 사용자의 사용 의도에 긍정적인 영향을 미치는 것 으로 나타났다. 본 논문의 연구 결과는 메이투와 같은 이미지 편집 소프 트웨어의 개발과 운영에 가치 있는 통찰을 제공할 수 있다.

This study explores internal and external factors that influence consumers’ novel food technology acceptance (NFTA). Findings suggest that the primary driver of the purchase intention of NFTA is hedonic motivation. Also, the level of trust in the food regulatory organizations can play a vital role in driving consumers’ NFTA.

The acceptance criteria for low and intermediate level radioactive waste disposal facilities in Korea to regulate that homogeneous waste, such as concentrated waste and spent resin, should be solidified. In addition, solidification requirements such as compressive strength and leaching test must be satisfied for the solidified radioactive waste solidified sample. It is necessary to develop technologies such as the development of a solidification process for radioactive waste to be solidified and the characteristics of a solidification support. Radioactive waste solidification methods include cement solidification, geopolymer solidification, and vitrification. In general, low-temperature solidification methods such as cement solidification and geopolymer solidification have the advantage of being inexpensive and having simple process equipment. As a high-temperature solidification method, there is typically a vitrification. Glass solidification is generally widely used as a stabilization method for liquid high-level waste, and when applied to low- and intermediate-level radioactive waste, the volume reduction effect due to melting of combustible waste can be obtained. In this study, the advantages and disadvantages of the solidification process technology for radioactive waste and the criteria for accepting the solidified material from domestic and foreign disposal facilities were analyzed.

본 연구에서는 석문간척지 주변 농가들을 대상으로 간척지 논 범용화를 위한 암거공법 관련 세부 기술요인에 대한 농가 수요조사 및 분석을 통해 다음과 같은 결과들을 도출하였다. 첫째, 지하흡수공을 보다 필요하고 중요하게 인식할수록 해당 기술에 대한 수용의사가 증가하는 것으로 나타났다. 둘째, 지하배수를 보다 필요하고 중요하게 인식할수록 해당 기술에 대한 수용의사가 증가하는 것으로 나타났다. 셋째, 지하관수를 보다 필요하고 중요하게 인식할수록 해당 기술에 대한 수용의사가 증가하는 것으로 나타났다. 넷째, 심토파쇄를 보다 중요하게 인식할수록 해당 기술에 대한 수용의사가 증가하는 것으로 나타났다. 다섯째, 지하흡수공 기술에 대한 수용의사가 높은 농가들이 무굴착암거공법 수용확률이 높은 것으로 나타났다.

본 연구는 중국 C2C 중고거래 플랫폼의 사용자 연구대상으 로 정보기술 수용과 사용 태도에 대해 설명력이 높다고 인정받 고 있는 기술수용모델(TAM)을 토대로 핵심 변수 외 다양화된 정보시스템 환경을 반영하는 변수로 주목받고 있는 지각된 유 희성을 추가 변수로 지정하였다. 본 연구는 가설을 검증하기 위해 중국 C2C 중고거래 플랫폼에 대한 경험 있는 사용자들을 대상으로 조사를 실시하였다. 총 400부의 설문지를 배포하였으 며 회수된 설문지를 선별하여 총 362부 유효 설문지가 선출되 었다. 또한, C2C 중고거래 플랫폼 특성 변인인 정보 대칭성을 규명하고, 이를 바탕으로 정보의 이용 가치를 높이고 활성하기 위한 전략 방향에 시사점을 제시하는 데 그 목적을 둔다. 그리 고 마케팅 연구의 학문적 발전에 기여하고 기업에는 중고 플랫 폼을 활용한 마케팅 전략 수립 시 실무적인 도움을 제공할 수 있을 것으로 기대한다.

This paper describes a study that 1) explores ageing consumers’ perceptions of functionally beneficial but simple technology, and 2) tests how readily ageing consumers accept such technology. A mixed method approach is proposed to introduce ageing consumers to Google Home, to firstly demonstrate and highlight selected functional benefits associated with safety, connection with others and community, and entertainment; secondly determine ageing consumer attitudes toward that; and thirdly to test trial and adoption. Results will provide much needed insights into how emerging but relatively commonplace technology can be better integrated into ageing consumer groups to enhance wellbeing, increase independence and reduce isolation.

Digital signage in a smart store would engage and invoke responses from consumers because good in-store experiences are more important than ever. Thus, the present study investigates consumer perceptions of interactive digital signage integrating technology acceptance model. Specifically, the current study examined 1) the effects of personal and fashion innovativeness on interactivity; 2) the effect of interactivity on perceived usefulness, ease of use, and enjoyment; and 3) the effects of perceived usefulness, ease of use, and enjoyment on intentions to use the products and the store, visit the store, and engage in word-of-mouth. As a pre-study, two researchers visited the smart stores of six brands in Seoul, all of which integrate various technologies in the fashion field. A video clip was developed as a stimulus to the study. A total of 214 responses were gathered and analyzed. The results were as follows. Personal innovativeness has a significantly positive effect on interactivity, whereas fashion innovativeness has no significant effect. Interactivity had positive effects on the perceived usefulness, ease of use, and enjoyment. Consumer responses (i.e., intentions to use, visit, and engage in word-of-mouth) were predicted by usefulness and enjoyment, but not by ease of use. The findings of this study could provide the fashion industry and retailers practical and valuable insights into enhancing consumers’ in-store experiences through the use of interactive digital signage.

The purpose of this study was to investigate the structural relationship between environmental factors, personal factors, ease of use, usefulness and behavioral intention of delivery application by applying the extended Technology Acceptance Model (TAM). An online survey was conducted based on a self-administered questionnaire to a selected sample who had an experience of using delivery application at least once. The survey was conducted in September, 2017. The data obtained was analyzed using SPSS 24.0 for windows and AMOS 24.0. The findings of the study showed that among environmental factors, social influence had a significant effect on perceived usefulness and perceived ease of use and facilitating conditions had a significant effect on perceived ease of use only. Among personal factors, anxiety had a significant effect on perceived usefulness, while innovation had a significant effect on perceived ease of use. Both of perceived usefulness and perceived ease of use had a significant effect on behavioral intention. This study suggests the importance of environmental and personal factors for increase of behavioral intention of delivery application.

Driven by the ability to interconnect with key modern trends of healthcare and fitness, wearable devices are attracting significant level of interest from sports industry marketers. Wearable devices are the new electronic technology equipped with sensors, internet connections, processors, and operating systems and used external to the body, either attached as an accessory or embedded in clothes (Li, Wu, Gao, & Shi, 2016; Raskovic, Martin, & Jovanov, 2004; Yang, Yu, Zo, & Choi, 2016). As fully functional, self-contained electronics, wearable devices allow users to access information measured anytime and anywhere. According to ABI Research (2016), the global wearable device shipments will increase from 202 million in 2016 to more than 501 million by 2021. Specifically, market reports show that wearable fitness trackers have dominated the consumer market for wearable devices by accounting 85% of the wearable technology market in 2016 (International Data Corporation, 2016). A wrist-worn type of wearable fitness devices is the most popular but chest worn type, apparel, and other types (e.g., clip-on, ear-worn, etc.) of wearable devices are also used for fitness tracking. Wearable fitness devices analyze accumulated data of the users’ physical activity as well as provide the health and fitness status in real time. Studies on behavior change through wearable technology showed that feedback based on accurate and insightful analysis could lead long-term use of wearable devices (Fritz, Huang, Murphy, & Zimmermann, 2014; Patel, Asch, & Volpp, 2015). In this regards, smart applications linked to wearable fitness devices are widely used. As electronics IT products and services are recognized as an instance of fashion objects, many studies on the user acceptance of the products and services have focused on the importance of product design and visual attractiveness (Cyr, Head, & Ivanov, 2006; Tzou & Lu, 2007). However, little research has been done on user acceptance and behaviors of wearable fitness devices and smart applications linked to the devices focusing on the effect of the design aesthetics. Thus, the current study seeks to better understand the relationship between design aesthetics and the extended technology acceptance model (TAM) including perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, this study seeks to explore the synergistic effect of visual attractiveness of the smart applications linked to them on adoption process of wearable fitness devices and the related services. The definition of fashion is “a way of behaving that is temporarily adopted by a discernible proportion of members of a social group because that chosen behavior is perceived to be socially appropriate for the time and situation (Tzou & Lu, 2009, p. 312- 313).” A fashion object has some unique characteristics including styling, aesthetics, ego gratification, etc. and is perceived to be newer, more novel, more aesthetic or even more attractive than other choices (Tzou & Lu, 2009, p. 313). As iPhone and iWatch have changed the market trends of IT products and services, it is significant that consumer electronics products with visually attractive design are more likely dominate the market and consumers’ willingness to pay is high. As a fashion technology, the most popular type of wearable fitness devices is a bracelet that users can wear on their wrist. Users wear fitness devices 24/7 to track their physical activity to gain information for healthcare and fitness practice. Specifically, wearable fitness devices track physical activity, such as workout time and intensity, steps taken, calories burned, and even sleep patterns. By quantifying users’ behaviors, the devices can educate and motivate individuals to improve their health and fitness practices (Patel et al., 2015). Considering IT products as fashion technology, many studies on user acceptance of new technology show the importance of product design and attractiveness. Researchers found that the sensory experience of information technology as well as physical electronics products determined users’ perceived usefulness, perceived ease of use, and perceived enjoyment (Childers et al., 2001; Cyr et al., 2006; van der Hdijden, 2003). However, few studies have tested the effect of aesthetics factor on the wearable fitness device adoption process. Thus, this study defines design aesthetics as an aesthetic product design expressed through shapes, colors, and materials and user interfaces of wearable fitness devices (Yang et al., 2016) and examines the effect of design aesthetics on ergonomic conceptions such as perceived usefulness and ease of use and an emotional factor, perceived enjoyment. In addition, this study focuses on the synergistic effect of design aesthetics of a smart application linked to a wearable fitness device which can motivate use of the device by providing the users more insightful information. The devices collect users’ physical activity data 24/7 and transfer the data to a smart application linked to them, either through wireless Bluetooth syncing or plugging the device into users’ smartphone or PC. Then, the application provides useful feedback by informing the users their goals, progress, and the results of activity. Visual attractiveness of a wearable device defined by Yang et al. (2016) included an aesthetic product design expressed through the wearable device as well as through mobile applications linked to the device. However, the function and presentation of a wearable device itself and a smart application linked to the device are different. Simply, the wearable device is a hardware and the smart application is a software. To fully understand the role of a wearable fitness device which is physically presented on users’ body and a smart application linked to the device which requires more information visualization, this study examines the effects of design aesthetics of a wearable fitness device and the smart application linked to the device separately on the model of wearable fitness device and service acceptance. Introduced by Davis (1989), the TAM provides a framework for understanding the likelihood that individuals will adopt a new technology. The TAM postulates that two key factors predict a technological acceptance: perceived usefulness and perceived ease of use. Defined as “the degree to which a person believes that using a particular system would enhance his or her performance (Davis, 1989, p. 320)”, perceived usefulness describes the value users believe they could find in a wearable fitness device. Meanwhile, perceived ease of use is “the degree to which a person believes that using a particular system would be free of effort (Davis, 1989, p. 320).” According to the model, perceived usefulness and perceived ease of use combined to develop behavioral intentions which in turn lead to the adoption of a technology (Davis, Warshaw, & Bagozzi, 1992, p. 660). Regarding IT products and services adoption, researchers consistently found the positive relationship between perceived usefulness and behavioral intention to adopt a new form of technology. Zaremohzzabieh et al. (2015) found a positive relationship between perceived usefulness and behavioral intention to adopt a new form of information communication technology. Lunney, Cunningham, and Eastin (2016) examined factors affecting the adoption of wearable fitness trackers found that perceived usefulness was the key factor that influenced attitude and use. Furthermore, perceived ease of use was a direct determinant of usage behavior. Researchers have agreed that perceived ease of use also a key determinant of intention to use technology (Bhattacheijee & Hikmet, 2008; Lunney et al., 2016; Tzou & Lu, 2009; van der Heijden, 2003). In addition to the original TAM model, researchers have enhanced the model by including a hedonic component of enjoyment in the adoption of IT products and services (Childers, Carr, & Carson, 2001; Cyr et al., 2006; Dabholkar & Bagozzi, 2002). Davis et al. (1992) included perceived enjoyment in TAM defining it as “the extent to which the activity of using the computer is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated (p.1113).” Researchers found the positive relationship between perceived enjoyment and use of technology (Cyr et al., 2006; Teo, Lim, & Lai, 1999; van der Heijden, 2003).This study investigates the antecedents, moderator and consequences of wearable fitness device and service acceptance considering them as fashion technology. With empirical analysis, the results will provide interesting insights and suggestions. First, findings will show the effect of design aesthetics on ergonomic conceptions (i.e., perceived usefulness and perceived ease of use) and an emotional factor (i.e., perceived enjoyment). This indicates that IT products are not purely results of engineering advances but be recognized as an instance of fashion objects (Tzou & Lu, 2009). Second, this study focuses on the synergistic effect of design aesthetics of smart application linked to a wearable fitness device which can motivate use of the device by providing the users more insightful information. Findings in the analysis of the effect of design aesthetics of the application and its adoption will provide deeper understanding on users’ wearable fitness device adoption by indicating overall service jointly influences users’ behavior. This study will provide useful insights and evidences to sports marketing managers how consumers make choices, how manufacturers should design services as well as hardware parts in the future.

With the advances in digital and social media technologies, sportswear and athletic shoe brands have provided more technology-based services to their consumers (Do et al., 2015). Accordingly, the importance of direct-to-consumer (DTC) sales has been increased, especially DTC sales through social media and mobile technologies. In the case of Nike, the relative contribution of DTC sales has been increased over the last few years in comparison to the sales to wholesalers while sales to wholesalers are still the primary revenue source (Soni, 2014). Despite the increasing importance of DTC sales, Nike is lagging in the market in terms of the ratio of DTC revenue to total revenue as opposed to its competitors (Soni, 2014). In response, Nike has implemented various DTC initiatives using digital and social media to facilitate demand creation and maintain market dominance (Guard, 2013; Heitner, 2016; Soni, 2014). In an effort to increase the DTC revenues, Nike introduced the new Nike+ app in 2016; however, the new app has been not well received by the public due to some functionality and gamification issues (Welch, 2016). Given the importance of the mobile apps’ forefront role for any sports brand, it is critical to understand what influence the adoption and use of the brand apps in order to increase the user satisfaction level and adoption. Thus, the current study examined factors influencing consumers’ use of a sports brand app using the modified technology acceptance model (Davis et al., 1992; Ha et al., 2015; Kim et al., 2017). Data were collected from 261 Nike+ Run Club app users using convenience sampling method. Of 216 app users, 133 respondents (51%) were female 129 were male (49%). About 64.8% were between the ages of 20 and 39 years and 35.2% were aged over 40 years. All respondents had previous experience with the Nike+ app. The questionnaire included the scales that measure perceived enjoyment, perceived ease of use, perceived usefulness, intention to use, and actual usage frequency as well as personal information. Harman’s single factor test was conducted to examine a possibility of the common method variance (MacKenzie & Podsakoff, 2012). Data were primarily analyzed using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (PLS-MGA). PLS algorithm procedures were performed to examine the hypothesized relationships in the research model (Ringle et al., 2015). The level of enjoyment had a significant positive effect on perceived ease of use (beta = .58, t = 11.94) while perceived ease of use positively affected perceived usefulness (beta = .58, t = 9.81). Behavioral intention was significantly influenced by perceived enjoyment (beta = .45, t = 7.46), followed by perceived usefulness (beta = .32, t = 3.64), and perceived ease of use (beta = .16, t = 2.07). As expected, behavioral intention positively affected actual behavior (beta = .31, t = 5.90). PLS-MGA was conducted to explore the differences between three age groups; 20s (n = 78), 30s (n = 91) and over 40 (n = 92), in regard to the use of a sports brand app. The relationship between variables was stronger with younger age groups, except the relationship between perceived enjoyment and behavioral intention. The greater the age, the greater the influence of perceived enjoyment on behavioral intention. However, only the path from perceived ease of use to behavioral intention was significantly different between the 20s and above 40 groups. The present study provides evidence supporting the efficacy of the modified TAM for predicting behavioral intention and actual use in the context of a sports brand app. In general, results from the current study suggest that perceived enjoyment is a more powerful predictor than perceived ease of use and perceived usefulness. In this regard, the concept of gamification should be tactically applied when developing and improving a sports brand app in order to create engaging experience with enjoyment (Hofacker et al., 2016; Zichermann & Cunningham, 2011). Also, given that perceived usefulness is greatly influenced by confirmation of expectations, the sports brand app provider should conduct a more thorough market research to understand what is expected by app users and ways to meet their expectations (Yoon & Rolland, 2015). In addition, the current study found some evidences of age-related differences in the adoption and use of a sports brand app (Ha et al., 2015). More detailed results and discussion will be presented at the conference.

Using the extended technology acceptance model (TAM), the study aimed to understand consumers’ adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

The information technology has affected many aspects of retail world as in other areas of human life. This makes understanding consumers’ acceptance and usage of such technological innovations a critical task for both retail businesses and scholars alike. The technology acceptance model (TAM; Davis 1989) is one of the most widely adopted theoretical frameworks for explaining and predicting consumers’ acceptance of technology. Implementing the meta-analysis method, this study aimed at testing the validity of TAM for understanding consumers’ attitudes and behaviors toward the various technologies adopted in fashion retail stores and online commerce sites. Specifically, the effect sizes of two TAM antecedents of perceived usefulness (PU) and ease of use (PEOU) were estimated and compared. Moderating factors that affect the effect sizes of PU and PEOU on attitudes and behaviors were also explored. A meta-analytical SEM methodology was expected to deliver more thorough and valid test of the model than single sample studies, because accumulation of multiple samples through meta-analysis would bolster the test's statistical power (Hom et al., 1992). A sample of studies on consumers’ acceptance of retail technology in fashion retail context that adopted the TAM model were collected through a systematic search through the databases such as EBSCO, Google Scholars, and Dissertation Abstracts. Efforts were made to include unpublished studies to avoid publication bias. A total of 31 published and unpublished research reports that allowed the calculation of effect sizes of the key paths in the model were included in the final analysis. The effect sizes were calculated out of the identified samples, and the homogeneities of the effect sizes were tested using comprehensive meta-analysis software. The types of technology, product type (apparel vs. general merchandise), subject characteristics (gender; country; student vs. general), and study setting (actual experience vs. simulated situation) were considered as moderators to explain for the variances in correlations among variables. Finally, a meta-SEM model was tested on the aggregated data using AMOS.