중국 소비자의 웨어러블 디바이스 채택요인 관한 연구: FEA모델을 중심으로

초록

With the advancement of network technology, wearable devices have drawn the attention as the next generation growth engine of ICT industry. China, although a follower in this industry, has recorded high growth rate over the several years and become the world's largest market. This study first defined the acceptance factors of wearable devices among Chinese consumers and empirically tested the relationship between these factors and consumer performance such as product satisfaction, brand loyalty, and purchase intention of other products. We adopted FEA model for the analysis and conducted a web-based online survey. Through the Chinese consumer research panel service, we collected 208 responses and analyzed structural equation modeling with Amos 22.0. The result of the study confirmed the compatibility, hedonic motivation, and subcultural appeal as key acceptance factors. It also revealed that the satisfaction of wearable device have positive impact on the brand loyalty. Academically, this study contributes to the understanding of chinese consumers adoption behaviors toward new technology-based products. Practically, this study provides insight to design effective communication strategy for the related industry.

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