The main purpose of this research is to investigate relationships between the significant control factors on acceptance intention to User Experience (UX) sports smart wearable devices by applying Technology Readiness (TR) and Unified Theory of Technology (UTAUT). Research survey targeted on users of...
The main purpose of this research is to investigate relationships between the significant control factors on acceptance intention to User Experience (UX) sports smart wearable devices by applying Technology Readiness (TR) and Unified Theory of Technology (UTAUT). Research survey targeted on users of golf smart devices in Seoul. A total 534 questionnaires were collected and used for testing hypotheses. Methods to analyze the data included frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling in accordance with the purpose of the study by using SPSS and AMOS. The results are as follows; First, positive TR had a significantly positive effect on social influence, effort expectancy, facilitating conditions, perceived enjoyment, performance expectancy. Second, negative TR had a significant negative effect on performance expectancy, social influence, facilitating conditions, perceived enjoyment. Third, TR had a no significantly effect on behavioral intention. Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention. Fifth, behavioral intention had a significantly positive effect on use behavior. Thus it became crucial to identify the difference in acceptance intention models per each products are as follows. Positive TR of golf-related mobile application users has a positive effect on both technology acceptance belief and acceptance intention, whereas negative TR has no statistically significant effect on technology acceptance belief nor acceptance intention.
The main purpose of this research is to investigate relationships between the significant control factors on acceptance intention to User Experience (UX) sports smart wearable devices by applying Technology Readiness (TR) and Unified Theory of Technology (UTAUT). Research survey targeted on users of golf smart devices in Seoul. A total 534 questionnaires were collected and used for testing hypotheses. Methods to analyze the data included frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling in accordance with the purpose of the study by using SPSS and AMOS. The results are as follows; First, positive TR had a significantly positive effect on social influence, effort expectancy, facilitating conditions, perceived enjoyment, performance expectancy. Second, negative TR had a significant negative effect on performance expectancy, social influence, facilitating conditions, perceived enjoyment. Third, TR had a no significantly effect on behavioral intention. Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention. Fifth, behavioral intention had a significantly positive effect on use behavior. Thus it became crucial to identify the difference in acceptance intention models per each products are as follows. Positive TR of golf-related mobile application users has a positive effect on both technology acceptance belief and acceptance intention, whereas negative TR has no statistically significant effect on technology acceptance belief nor acceptance intention.
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문제 정의
Therefore, in the increasing market trend of sport innovation products, this research demonstrates a significant value and reference in assessing consumers’ acceptance intention.
Therefore, in the increasing market trend of sport innovation products, this research demonstrates a significant value and reference in assessing consumers’ acceptance intention. Therefore, the primary purpose of this research is to investigate relationships between the significant control factors on acceptance intention to UX sports smart wearable devices by applying TR and UTAUT.
This study will add a measure of “perceived enjoyment” as a new variable to assess consumers’ acceptance to new technology, since it was found out to have a significant impact on how consumers accept and use IT [16-19].
가설 설정
H5: There will be variance in the effects of technology acceptance belief and TR that form acceptance intention of golf-related mobile application user.
제안 방법
In order to understand consumers’ original intention to use the sport innovative products, this research employed the actual golf participants to determine their purposes and methods of using the innovation products by consolidating UTAUT and TR models.
Path analysis was conducted to explain causal relationships among variables in this study. The results are as shown in Fig.
Survey of Perceived Enjoyment was derived from Moon and Kim [31] questionnaires and was modified from Lee’s [19] survey content (see Table 2).
The main purpose of this research is to investigate relationships between the significant control factors on acceptance intention to UX sports smart wearable devices by applying TR and UTAUT. The conclusion drawn by this study on the basis this study purpose and process was as follows: First, positive TR had a significantly positive effect on social influence, effort expectancy, facilitating conditions, perceived enjoyment, performance expectancy.
UTAUT also suggested that the four variables of gender, age, experience, and voluntariness of use can cause the regulation effect [41]. Therefore in this research, a research model will be formed on the basis of the integrated model of UTAUT.
In comparison to the existing eight models Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), Combined TAM and TPB (C-TAM-TPB), Motivational Model (MM), Model of PC Utilization (MPCU), Innovation Diffusion Theory (IDT), Social Cognitive Theory (SCT), the theory of UTAUT entails better logic, flexibility, suitability, and explanatory potential [7-8]. Therefore, this research is to investigate relationships between the significant control factors on acceptance intention and intention to UX sports smart wearable devices by applying TR and UTAUT.
UTAUT model had developed by combining all 32 concepts introduced by the eight different models (TRA, TPB, TAM, C-TAM-TPB, MM, MPCU, IDT, SCT) of innovation technology acceptance and taking into account the core 4 factors of gender, age, experience, and voluntariness [6].
데이터처리
To test the reliability of this study, the content of questionnaires was verified by several professors and acknowledged experts in the field of IT, and Cronbach's α coefficient was used (see Table 3).
이론/모형
Subject of this research consists of golf smart wearable devices users in Seoul in 2014. In order to draw an appropriate sample size, convenience sampling method is selected from the non-probability sampling methods. Instructions for completing the questionnaires were provided, and participants were asked to respond according to self-administration method.
Many researchers intended to assess acceptance intention by applying technology acceptance theory. Unlike the preceding research studies in which models were established by application of the original TAM [48], this study incorporates the UTAUT and TR models, which are known to have the most explanatory adequacy at present. Conducting a survey to assess consumers’ preferences also demonstrates the practical implication of this study.
성능/효과
However, TR can be divided into two categories of positive TR (optimism and innovativeness) and negative TR (insecurity and discomfort), which means that considering TR as a single factor would lead to an inaccurate result [25]. Based on the preceding research, this study established a hypothesis that positive TR is assumed to have a significantly positive effect on the technology acceptance while negative TR is predicted to have a significantly negative effect on the technology acceptance.
Based on these results, it can be concluded that even if TR does not directly influence acceptance intention, technology acceptance belief can stimulate TR to affect acceptance intention. In other words, it is important that innovation products allow consumers to UX improvement of their performances, enjoy using them, and consider them as relatively easy.
Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention. Fifth, behavioral intention had a significantly positive effect on use behavior. Thus it became crucial to identify the difference in acceptance intention models per each products are as follows.
Fifth, perceived enjoyment is shown to have a positive effect on behavioral intention. In other words, entertaining factors will help consumers accept golf innovation products.
First, social influence is shown to have no significant effect on behavioral intention. In other words, consumers’ decision to accept golf innovation products originates from their personal reasons, not from their surrounding people’s suggestion to use golf innovation products.
Fourth, facilitating condition is shown to have a positive effect on use behavior. Facilitating condition refers to a consumer’s belief that organizational and technological environment is established when using golf innovation products.
Third, TR had a no significantly effect on behavioral intention. Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention. Fifth, behavioral intention had a significantly positive effect on use behavior.
The conclusion drawn by this study on the basis this study purpose and process was as follows: First, positive TR had a significantly positive effect on social influence, effort expectancy, facilitating conditions, perceived enjoyment, performance expectancy. Second, negative TR had a significant negative effect on performance expectancy, social influence, facilitating conditions, perceived enjoyment. Third, TR had a no significantly effect on behavioral intention.
Second, negative TR is shown to have a negative effect on technology acceptance belief to a certain extent. Han et al.
Second, performance expectancy has a positive influence on behavioral intention. In other words, acceptance intention increases when consumers believe that using golf innovation products will improve their performance in playing golf.
Second, negative TR had a significant negative effect on performance expectancy, social influence, facilitating conditions, perceived enjoyment. Third, TR had a no significantly effect on behavioral intention. Fourth, performance expectancy, perceived enjoyment and facilitating conditions had a significantly positive effect on behavioral intention.
Third, effort expectancy is shown to have a positive effect on behavioral intention, which indicates that ease of use plays a significant role in using golf innovation products. It also demonstrates the significance of having a clear understanding in using the products.
This study found out that positive TR of golf-related mobile application users has a positive effect on both technology acceptance belief and acceptance intention, whereas negative TR has no statistically significant effect on technology acceptance belief nor acceptance intention. This suggests that golf-related application users are weighted toward positive TR; golf-related mobile application products have been widely used by an increasing number of consumers since the introduction of smart phones, which delivered advantages mobility and convenience.
후속연구
Yet, more extensive and practical research is necessary to apply TR and UTAUT related to consumer acceptance. Despite the increasing trend of using sport innovation products, not enough research on UX has been conducted at present; this study could deliver valuable results for the future academic studies. In the macroscopic perspective, product developers could use this study as a reference to develop strategic marketing plans.
As the IT industry has been transitioning rapidly due to the acceleration of technological changes and development of new products and services, researchers from diverse backgrounds have applied the UTAUT model in their studies to assess the transformation of the industry. This study intends to discuss about the results that are derived from the application of the UTAUT and TR of golf smart wearable devices.
This study intends to further analyzed acceptance intention by golf-related mobile application user. The reason for classifying the products is that diverse devices of golf innovation products have recently been released to the market due to the fusion of golf and development of IT.
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