A Study on the Relationship between Consumer Characteristics and Acceptance Intention by Applying Technology Acceptance Model: Focusing on the Use of Unmanned Fitness Center

February 28, 2023  |  Vol.9, No.2  |  PP. 39-49  | PDF

AUTHORS:

Jae Ryul Seo, Department of Sports Guard & martial art, Yewon Art Univ, Korea

KEYWORDS:

Technology Acceptance Model, Consumer Characteristics, Acceptance Intention, Unmanned Fitness Center

Abstract

The purpose of this study is to verify the relationship model between consumer characteristics and acceptance intentions using the technology acceptance model to confirm the growth potential of the unmanned fitness center market and to provide basic data to help find marketing measures suitable for consumer characteristics. To this end, 500 people who continuously use the gym were set as the population, and an online survey was conducted focusing on the Fitness community from August to September 2022. A total of 454 copies were collected, and all of them were encoded and used for research. As a result, first, it was found that innovative consumer characteristics had a positive effect on ease of use and usefulness, but relational consumer characteristics did not. Second, innovative consumer characteristics were found to have a positive effect on acceptance intention, but relational consumer characteristics were found to have a negative effect on acceptance intention. Third, it was found that the ease of use and usefulness of unmanned fitness centers had a positive effect on the intention to accept. This means that consumer characteristics should be considered in the introduction of unmanned Fitness centers, and marketing measures that can be appealed to consumers with innovative characteristics should be sought.

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Citations:

APA:
Seo, J. Y. (2023). A Study on the Relationship between Consumer Characteristics and Acceptance Intention by Applying Technology Acceptance Model: Focusing on the Use of Unmanned Fitness Center. Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, 9(2), 39-49. doi: 10.47116/apjcri.2023.02.04

MLA:
Seo, Jae Ryul, “A Study on the Relationship between Consumer Characteristics and Acceptance Intention by Applying Technology Acceptance Model: Focusing on the Use of Unmanned Fitness Center.” Asia-pacific Journal of Convergent Research Interchange, ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 2, 2023, pp. 39-49. APJCRI, http://fucos.or.kr/journal/APJCRI/Articles/v9n2/4.html.

IEEE:
[1] J. Y. Seo, “A Study on the Relationship between Consumer Characteristics and Acceptance Intention by Applying Technology Acceptance Model: Focusing on the Use of Unmanned Fitness Center.” Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 2, pp. 39-49, February 2023.

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