Comparative analysis of purchase intentions toward smart clothing between Korean and U.S. consumers

Eunju Ko, Heewon Sung, Hyelim Yun

Research output: Contribution to journalArticlepeer-review

33 Citations (Scopus)


To examine perceived risks and attributes of smart clothing and how they influence attitudes and purchase intentions toward smart clothing, this study compares 300 Korean and 311 American purchasers to find any differences in the innovation-decision process. Analysis of the data indicates that perceived attributes are identifiable as relative advantage/compatibility and complexity factors. The most significant predictor explaining product attitude and purchase intention across the two countries is relative advantage/compatibility, whereas complexity is only significant in predicting attitude toward smart clothing in the U.S. model. Perceived risks among Koreans are generated into psycho/social, economic, time loss, and performance. Americans present five factors, with psychological and social risk dimensions being separate. Psychological and/or social risk and economic risk take on significant roles in explaining relative advantage, whereas different dimensions of perceived risks are associated with complexity across the two nations.These findings imply different marketing strategies for each cultural group.

Original languageEnglish
Pages (from-to)259-273
Number of pages15
JournalClothing and Textiles Research Journal
Issue number4
Publication statusPublished - 2009 Oct

All Science Journal Classification (ASJC) codes

  • Materials Science (miscellaneous)
  • Business, Management and Accounting (miscellaneous)
  • Business, Management and Accounting(all)
  • Polymers and Plastics


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