골퍼들은 레저활동의 특성상 장시간 자외선에 노출이 되므로 피부 보호를 위한 햇빛 노출 예방에 대한 관심이 미국에서 고조되고 있다. 본 연구는 자외선 차단의복을 예방혁신제품으로 하여, 제품의 인지된 속성이 잠재적 소비자의 수용의도에 미치는 영향을 Rogers의 혁신확산이론에 비추어 연구하였다. 또한 혁신제품이 건강관련 제품이므로, 수용의도에 미치는 골퍼들의 현재 자외선 차단행동의 영향을 고찰하였다. 임의 표집 방법을 이용, 미국내 골퍼들을 표본으로 하여 설문지 조사법으로 자료를 수집하였다. 최종 158 명의 응답자 중 $91\%$가 남성골퍼 였으며, 평균나이는 30세 였다. 응답자의 $25\%$정도만이 피부노출 방지를 위한 차단행동을 하는 것으로 나타났으며, 대부분의 응답자들은(약$70\%$) 자외선 차단의복 특성에 대해 부정적인 태도를 보였다. 현재의 자외선 차단 행동 및 인지된 다섯개의 혁신속성을 회귀분석법으로 측정한 결과, 시용의 용이성, 자외선 차단 행동, 일치성, 상대적 우월성 순으로 자외선 차단 의복 수용의도를 예측하는데 중요한 변인으로 나타났다. 피부보호와 관련된 예방혁신제품의 수용정도는 현재의 자외선차단 행동이 영향을 주며, 또한 제품의 외관적, 성능적 속성들도 일반 의류제품과 마찬가지로 소비자의 제품 수용시 고려되는 중요한 변인임을 알수 있다.
골퍼들은 레저활동의 특성상 장시간 자외선에 노출이 되므로 피부 보호를 위한 햇빛 노출 예방에 대한 관심이 미국에서 고조되고 있다. 본 연구는 자외선 차단의복을 예방혁신제품으로 하여, 제품의 인지된 속성이 잠재적 소비자의 수용의도에 미치는 영향을 Rogers의 혁신확산이론에 비추어 연구하였다. 또한 혁신제품이 건강관련 제품이므로, 수용의도에 미치는 골퍼들의 현재 자외선 차단행동의 영향을 고찰하였다. 임의 표집 방법을 이용, 미국내 골퍼들을 표본으로 하여 설문지 조사법으로 자료를 수집하였다. 최종 158 명의 응답자 중 $91\%$가 남성골퍼 였으며, 평균나이는 30세 였다. 응답자의 $25\%$정도만이 피부노출 방지를 위한 차단행동을 하는 것으로 나타났으며, 대부분의 응답자들은(약$70\%$) 자외선 차단의복 특성에 대해 부정적인 태도를 보였다. 현재의 자외선 차단 행동 및 인지된 다섯개의 혁신속성을 회귀분석법으로 측정한 결과, 시용의 용이성, 자외선 차단 행동, 일치성, 상대적 우월성 순으로 자외선 차단 의복 수용의도를 예측하는데 중요한 변인으로 나타났다. 피부보호와 관련된 예방혁신제품의 수용정도는 현재의 자외선차단 행동이 영향을 주며, 또한 제품의 외관적, 성능적 속성들도 일반 의류제품과 마찬가지로 소비자의 제품 수용시 고려되는 중요한 변인임을 알수 있다.
In the U.S., outdoor enthusiasts such as golfers have been focused on skin cancer prevention practices since their outdoor activities lead to extensive sun exposure during peak sun hours. The purposes of this study were to investigate golfers current sun protection behaviors and five attributes and ...
In the U.S., outdoor enthusiasts such as golfers have been focused on skin cancer prevention practices since their outdoor activities lead to extensive sun exposure during peak sun hours. The purposes of this study were to investigate golfers current sun protection behaviors and five attributes and their impacts on the intention to adopt UV specialized clothing based on Rogers' theory. UV specialized clothing as a preventive innovation is related to sun protection behaviors. However, there has been little effort to explain the intention to adopt a preventive innovation regarding health-related practices. With a convenience sampling method, a total of 158 useful questionnaires were collected. Ninety one percent were male golfers, and their age ranged from 16 to 80 years old(mean age=30 years). About $25\%$ reported to practice sun protection behaviors. About $70\%$ disagreed on the relative advantage, compatibility, observability, and triability of UV specialized shirts and reported the low intention to purchase it. Current sun protection behaviors and five attribute variables were entered in the multiple regression equation to explain the dependent variable of intention to adopt the innovation. Triability was the best predictor of the intention to adopt UV specialized shirts, followed by current sun protection behaviors, compatibility, and relative advantage. With four predictors, $45\%$ of the variance of intention to adopt was explained. The present study provides how the golfers current sun protection behaviors play important roles in explaining the intention to adopt the preventive innovation. Physical and functional features of UV specialized clothing were also significantly associated with their intentions to adopt it.
In the U.S., outdoor enthusiasts such as golfers have been focused on skin cancer prevention practices since their outdoor activities lead to extensive sun exposure during peak sun hours. The purposes of this study were to investigate golfers current sun protection behaviors and five attributes and their impacts on the intention to adopt UV specialized clothing based on Rogers' theory. UV specialized clothing as a preventive innovation is related to sun protection behaviors. However, there has been little effort to explain the intention to adopt a preventive innovation regarding health-related practices. With a convenience sampling method, a total of 158 useful questionnaires were collected. Ninety one percent were male golfers, and their age ranged from 16 to 80 years old(mean age=30 years). About $25\%$ reported to practice sun protection behaviors. About $70\%$ disagreed on the relative advantage, compatibility, observability, and triability of UV specialized shirts and reported the low intention to purchase it. Current sun protection behaviors and five attribute variables were entered in the multiple regression equation to explain the dependent variable of intention to adopt the innovation. Triability was the best predictor of the intention to adopt UV specialized shirts, followed by current sun protection behaviors, compatibility, and relative advantage. With four predictors, $45\%$ of the variance of intention to adopt was explained. The present study provides how the golfers current sun protection behaviors play important roles in explaining the intention to adopt the preventive innovation. Physical and functional features of UV specialized clothing were also significantly associated with their intentions to adopt it.
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문제 정의
The purposes of this study are to assess golfers' current behaviors regarding sun protection and to examine whether perceived attributes of UV specialized clothing are related to golfers intention to adopt it. Specific research questions are 1) to what extent do golfers' engage sun protection behaviors (SPB)? 2) How is each attribute variable associated with the intention to adopt UV specialized clothing? 3) To what extent is the SPB variable related to the intention to adopt UV specialized clothing? 4) What is the relative importance in predicting the intention to adopt it for the potential adopters?
제안 방법
A pretest was conducted to golfers at a public golf course and each one item of economic advantage, complexity, and triability were deleted according to the results of internal consistency using Cronbachs alpha. The alpha for each attribute was ranged from .
Correlation coefficients were examined in order to find out the specific association between five attribute variables and dependent variable(IA). All variables except for complexity were significantly and positively correlated with IA.
Relative advantages, defined as the degree to which an innovation is perceived as being better than the idea it supersedes, include different kinds of advantages such as economic, social prestige, or other non-economic benefits depending on the nature of an innovation (Rogers, 2003). For this study, relative advantage was subdivided into economic advantage, social prestige, and overall usefulness. Economic advantage represents cost effectiveness by adopting the innovation.
562). This dimension was applied in this study by determining to what extent the potential users would perceive UV specialized clothing as better than typical golf clothing in terms of feshion- ability or effectiveness of UV prevention.
UV specialized clothing, the innovation for this study, is specially designed to maximize UV protection by using fabrics that are specialized with UV radiation absorbers. Wearing UV specialized clothing could be more convenient than using sunscreen for golfers since individuals have to reapply sunscreen frequently while playing golf for effective protection during the prolonged exposure.
대상 데이터
The researcher indicated that the shirt was designed to offer better UV protection during playing gol£ and asked to assume to purchase it in regular golf stores. The photograph which represented a golfer was selected by two professionals from commercial catalogs of four UV specialized clothing companies. The male model wore a long-sleeved p이o shirt with dark long pants, putting on golf glove on his left hand with golf club.
데이터처리
Based on the results of correlation, the contribution of five attribute variables and SPB to the intention to adopt UV specialized shirt(IA) was examined by multiple regression analysis with stepwise method. The summated scale of each variable was developed to use in the regression equations.
이론/모형
People do not accept an innovation if it is too different from their previous experience with comparable products. Compatibility for this study is viewed in terms of compatibility with the existing wardrobe as Littrell and Miller(2001) used for their study of clothing diffusion. This notion is applicable to versatility or matching function of clothing.
The sum of sun protection behavior variable(SPB) was entered in the first block, and attribute variables were in the second. It was necessary to force the order of entry of variables according to innovationdecision model.
성능/효과
About 70% agreed with the superiority of UV protective function of the UV specialized shirt compared to typical shirts, but they perceived a lower level of advantages for the style. Only 30% of respondents agreed that the innovation was compatible with their garments, and the benefits of UV protection were observable. About 40% of the respondents reported a low level of complexity in understanding the UV protective function.
후속연구
In order to enhance the adoptability, it is necessary to achieve changes in potential adopters knowledge, attitudes, and behaviors. Finally, investigating social influence on selecting clothing or communication channels as information source which affect the rate of adoption as Rogers indicated (2003) would be necessary for future study.
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