가치기반수용모델을 적용한 태권도 겨루기 전자호구 브랜드별 지속사용의도에 관한 연구

초록

(Purpose) This study examined the determinants of continued use intention of Electronic Body Protectors (EBP) in Taekwondo competitions through the Value-based Adoption Model (VAM) while investigating whether the adoption mechanism differs across brands. (Methods) A survey was administered to 380 competitive Taekwondo athletes. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM) using SPSS 29.0 and AMOS 28.0. Multi-group SEM was employed to examine the differences in path coefficients across the three brand groups. (Results) Both usefulness and enjoyment positively predict perceived value, with enjoyment emerging as a stronger predictor. Differently, technicality and perceived cost negatively predicted perceived value. Finally, perceived value positively predicted continued use intention. (Conclusion) This study extends the applicability of VAM to sports technology, highlighting the critical role of perceived enjoyment in shaping continued use intention toward EBP and the varying burdens of technicality and cost perception across brand characteristics.

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