International Conference on Advances in Economics, Social Science and Human Behaviour Study - ESHB 2014
Author(s) : HYUN HEE PARK , MI JIN NOH , PAULINE SULLIVAN , QIN LI
Smart clothing competes in global market, so investigation of its adoption should be country specific in order to provide information important to its acceptance in different countries. The market share of technology and fashion products is increasing in Asia Pacific. There are differences between Chinese and Korean consumers regarding technology adoption and clothing consumer behavior. Thus, this study compares between country differences in the relation of personal innovation and price perception to smart clothing acceptance intention. As a result, smart clothing marketing strategies should emphasize technology innovation to reduce Chinese consumers’ price perception. Smart clothing manufacturers should design smart clothing that Korean consumers perceive as aesthetically pleasing in order to increase product acceptance.