Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.10 No.7 pp.39-48

Perceived Innovation Attributes and Acceptance of Chatbots as Determined by Consumer Characteristics

Jaehwan JUNG**,Sangwoon BYUN***,Mi-Sook KIM****
* This paper was modified and developed from the MA thesis of the first author.
** First Author, Master, Department of Clothing & Textiles, Graduate School, Kyung Hee University, Korea.
*** Co-Author, Ph.D. Candidate, Department of Clothing & Textiles, Graduate School, Kyung Hee University, Korea.
**** Corresponding Author, Professor, Department of Clothing & Textiles, Graduate School, Kyung Hee University, Korea. Tel: +82-2-961-0772, E-mail:
May 15, 2019. June 17, 2019. July 05, 2019


Purpose - The purpose of this study was to explore the impact of chatbots’ innovation attributes on the innovation acceptance for consumers who have used chatbots to purchase fashion products that account for a large share of transactions in mobile shopping.
Research design, data, and methodology – Data were collected from Korean consumers aged 20 to 49 who had experience using chatbots when purchasing fashion-related products via mobile circumstances. After a pilot survey of 31 customers, pre-questionnaire was revised for the final test, and the final questionnaire was distributed to 1,500 subjects. Out of these, 244 were retrieved. After excluding 48 inappropriate responses, 196 were used for statistical analysis. Frequency analysis, exploratory factor analysis, one-way ANOVA, regression analysis and independent t-test using SPSS 23.0 were employed for data analyses.
Results - First, four factors of chatbots’ attributes were extracted: relative advantages and compatibility, complexity, sensibility, and diversity. Second, two factors were extracted for fashion leadership: fashion opinion leadership and fashion innovativeness. Two groups based on the fashion leadership were identified: active innovation adopters and passive innovation adopters. Third, relative advantages and compatibility, diversity, sensibility of innovation attributes were found to have effects on the innovation acceptance in order. Fourth, significant differences were found in sensibility of innovation attributes and innovation acceptance in groups by marital status and age. The married in their 30s and 40s perceived sensibility as a more important attribute of chatbots than the unmarried in their twenties. Among the groups of different income levels, meaningful differences were found in diversity of innovation attributes and innovation acceptance. Fifth, there were significant differences found in relative advantages and compatibility, sensibility of innovation attributes, and acceptance of Innovation among the groups by fashion leadership. Active innovation adopters were found to be more aware of the importance of relative advantages and compatibility, and sensibility of innovation attributes, and innovation acceptance.
Conclusions – The present study provides chatbots’ marketing strategies for fashion items need to be modified by demographic characteristics and fashion leadership. Particularly, fashion leadership was found to be an important factor in determining the perception of innovation attribute as well as innovation acceptance.

JEL Classifications: D91, L82, M31.

소비자 특성에 따른 챗봇의 인지된 혁신속성과 혁신수용






    1. Stephen, A. T., & Lehmann, D. R. (2016). How word-of-mouth transmission encouragement affects consumers' transmission decisions, receiver selection, and diffusion speed. International Journal of Research in Marketing, 33(4), 755-766.
    2. Barnett, H. G. (1953). Innovation: The basis of cultural change. New York, NY: McGraw Hill.
    3. Cho, Y. J., & Koh, A. R. (2001). A Study on Psychological Characteristics and Clothing Benefits Sought According to Fashion Leadership. Journal of Consumer Studies, 12(3), 171-190.
    4. Choi, S. M., & Choi, Y. S. (2017). Analysis on the conversational commerce service interface of the AI Chat-Bot based on mobile messenger apps. Journal of the HCI Society of Korea, 2017(2), 237-240.
    5. Choi, Y. Y. (2003). A Study of Cosmetics Purchase Behavior by Fashion Leadership of 20' women. (Master dissertation, Sookmyung University). Retrieved May 8, 2019 from resource/pdf/000000006930_20190515113525.pdf
    6. Chung, S. H., & Moon, S. J. (2001). A Study on the Fashion Leadership and Wearing Attitude according to the Preference of Entertainers for Fashion Styles. Chung-Ang Journal of Human Ecology, 14, 163-186.
    7. Han, J. M., Kang, H, S,. & Lee, M. A. (2016). Study on Scale Development of Design Innovation. Journal of Communication Design, (56), 366-378.
    8. Han, S. S. (2018). Role of Online Social Decision When Purchasing NP: The Moderating Effect of NP Innovation. Journal of Distribution Science, 16(7), 57-65.
    9. Havelock, R. G., & Guskin, A. E. (1969). Planning for innovation: a comparative study of the literature on the dissemination and utilization of scientific knowledge. Center for Research on Utilization of Scientific Knowledge, University of Michigan.
    10. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295.
    11. Hoffmann, S., & Soyez, K. (2010). A cognitive model to predict domain-specific consumer innovativeness. Journal of Business Research, 63(7), 778-785.
    12. Hong, E. J., Cho, K. S., & Choi, J. H. (2017). Effects of Anthropomorphic Conversational Interface for Smart Home: An Experimental Study on the Voice and Chatting Interactions. Journal of the HCI Society of Korea. 12(1), 15-23.
    13. Jeong, H. S., & Kim, U. Y. (2003). A Study on the Relationship between Consumer Innovativeness and Shape of Consideration Sets. Journal of Consumer Studies, 14(4), 45-72.
    14. Jeong, T. G. (2017). A Study on the Influence of Characteristics of Fin-Tech System on Consumer Acceptance: Focused on Mobile Banking. (Master dissertation, Pusan National University). Retrieved May 10, 2019 from 000000125273_20190515104715.pdf
    15. Jung, G. J., Hwang, H. J., & Song, I. A. (2015). Impact of Internal Marketing Factors on Technological Innovation and Perceived Service Quality in Telecommunications. Journal of Distribution Science, 13(6), 87-96.
    16. Kaiser, S. B. (1985). Social psychology of clothing and personal adornment. London, England: Macmillan.
    17. Kim, J. W., & Kim, S. I. (2012). A study on the acceptance intention for smart phone by the innovation diffusion theory: Focused on smart phone non-users. Journal of Information Technology Services, 11(1), 15-37.
    18. Kim, S. H., & Rhee, Y. S. (2001). A Study on the Relationship between the Fashion Leadership and the Characteristics of the Shopping-related Behavior. Journal of the Korean Society of Clothing and Textiles, 25(1), 162-172.
    19. Koh, A. R., & Nam, M. W. (1998). A Study on the Clothing Behavior and Psychological Characteristics of Homosexual and Heterosexual Men. Journal of Korean Society of Clothing and Textiles, 22(4), 460-468.
    20. Lee, C. M. (2017). The Effects of Functional Characteristics of Mobile Payments Services on Consumer Satisfaction - Focus on TAM and IDT -. (Master dissertation, Kyung Hee University). Retrieved May 5, 2019 from
    21. Midgley, D. F., & Dowling, G. R. (1993). A longitudinal study of product form innovation: The interaction between predispositions and social messages. Journal of Consumer Research, 19(4), 611-625.
    22. Min, S. J., Kim, H. J., & Song, K. H. (2017). An Exploratory Study on Factors Influencing Chatbot Adoption by using the UTAUT Model. Journal of Korea Technology Innovation Society, 2017(5), 623-643.
    23. Ostlund, L. E. (1974). Perceived innovation attributes as predictors of innovativeness. Journal of consumer research, 1(2), 23-29.
    24. Park, K. A. (1999). The Effects of Perceived Innovation Attributes on Fashion Innovation Behavior. Journal of Korean Society of Clothing and Textiles, 24(3), 393-400.
    25. Park, M. S. (2017). The influence of factors such as personal innovativeness, self-efficacy and perceived playfulness on messenger platform chatbot service to use more: Focusing on the ETAM. (Master dissertation, Hongik University). Retrieved October 26, 2017 from
    26. Park, Y. B., & Park, H. J., (2017). Testing for Use and Acceptance of Internet Banking Based on UTAUT Model. Journal of the Korea Industrial Information Systems Research, 22(1), 11-21.
    27. Rogers, E. M. (1962). Diffusion of Innovations (1st ed.). New York, NY: The Free Press.
    28. Rogers, E. M. (1995). Lessons for guidelines from the diffusion of innovations. Joint Commission Journal on Quality and Patient Safety, 21(7), 324-328.
    29. Rogers, E. M., & Shoemaker, F. F. (1971). Communication of Innovations; A Cross-Cultural Approach.
    30. Seo, D. S. (2015). E-Strategy between European and Korean Innovative Business Channels in Post-New Normal Era. East Asian Journal of Business Management, 5(4), 59-66.
    31. Shin, H. S. (2013). A Study on Acceptance Intention of Domestic Dental Low Handpiece Based on Innovation Diffusion Theory. (Master dissertation, Soongsil University). Retrieved May 8, 2019 from h /public_resource/pdf/000001561452_20190515112524.pdf
    32. Veryzer, R. W. Jr. (1998). Key factors affecting customer evaluation of discontinuous new products. Journal of Product Innovation Management, 15(2), 136-150.
    33. Yang, J. H. (2005). A Study on Fashion Leadership and Clothing Interest according to Sex Role Identify of Male College Students. (Master dissertation, Ewha Womans University). Retrieved May 10, 2019 from
    34. Yoo, I. M. (2011). An Empirical Study in Innovation Diffusion Process of Intelligent Home Network Characteristics Influencing User's Resistance and Adoption: Focus on the Moderating Effect in User's level of Knowledge and Adoption Stage. (Ph.D dissertation, Kyung Hee University). Retrieved May 5, 2019 from _resource/pdf/200000053547_20190515101218.pdf