The moderating roles of gender and age in tablet computer adoption.

This study aims to examine the relationship between perceived usefulness, ease of use, and enjoyment and attitude toward tablet computers, and between social influence and use intentions for such devices, as moderated by gender and age. Results from a partial least squares analysis using a sample of 482 consumers in South Korea showed that perceived usefulness and enjoyment have a positive effect on attitude toward tablets, while social influence and attitude toward tablet computers have a positive influence on intention to use tablets. Furthermore, gender and age moderated the relationship between perceived ease of use and attitude toward tablets.

Price sensitivity and innovativeness for fashion among Korean consumers.

Price sensitivity is how consumers react to price levels and to price changes. Consumer innovativeness is a tendency to welcome and to adopt new products. Researchers (e.g., R. E. Goldsmith & S. J. Newell, 1997) consider innovative consumers relatively more price insensitive than other consumers, so there should be a negative correlation between measures of these constructs. The results of the present study supported the psychometric soundness of a self-report measure of price sensitivity among 860 Korean consumers and replicated earlier findings of the negative correlation between the 2 constructs.