소비자 혁신성에 따른 스마트 웨어러블 기기의 확장된 기술수용모델과 구매의도 차이 분석

초록

This study aims to analyze the differences in technology acceptance characteristics and purchase intentions among groups of Chinese university students based on their levels of innovativeness. A total of 435 valid survey responses were collected using a convenience sampling method. Using SPSS 29.0, descriptive statistics analysis, reliability analysis, validity analysis, and one-way multivariate analysis of variance (MANOVA) were conducted. The more innovative group, classified as G2, showed higher scores in perceived ease of use, usefulness, enjoyment, and purchase intention for wearable devices compared to the less innovative group, classified as G1. The results of this study identified the differences in needs between early adopters and the early majority, and are expected to provide foundational data for wearable device manufacturers to develop customized marketing strategies for different target groups. Furthermore, by exploring the relationship between health management and technology acceptance, the study may also contribute to predicting the future direction of the healthcare market.

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