기능성 사이클링 웨어 소비자의 만족도와 행동의도에 관한 연구

Abstract

This study examines satisfaction and behavioral intention of functional cycling wear consumers as well as the effect of consumer innovativeness on all variables, including perceived usefulness,perceived ease of use and perceived value. Also, this study investigates the differences between perceived usefulness, perceived ease of use, perceived value, satisfaction and behavioral intention by consumers' innovativeness. The survey was conducted from February 20th to March 24th, 2017, and 396 responses were used in the analysis. The study found that perceived usefulness, ease of use and value have positive impacts on satisfaction and behavioral intention of functional cycling wear consumers. In addition, satisfaction positively affects behavioral intention. Also, there are significant differences in all variables due to fashion and function innovativeness. The results of this study provide useful information to the marketing division and design team of fashion industries.

This study examines satisfaction and behavioral intention of functional cycling wear consumers as well as the effect of consumer innovativeness on all variables, including perceived usefulness,perceived ease of use and perceived value. Also, this study investigates the differences between perceived usefulness, perceived ease of use, perceived value, satisfaction and behavioral intention by consumers' innovativeness. The survey was conducted from February 20th to March 24th, 2017, and 396 responses were used in the analysis. The study found that perceived usefulness, ease of use and value have positive impacts on satisfaction and behavioral intention of functional cycling wear consumers. In addition, satisfaction positively affects behavioral intention. Also, there are significant differences in all variables due to fashion and function innovativeness. The results of this study provide useful information to the marketing division and design team of fashion industries.