Consumer Lifestyles and Adoption of High-Technology Products: A Case of South Korea

This study aims to identify relevant lifestyle factors that affect consumer adoption of technology products. Furthermore, this study attempts to examine the impact of lifestyle factors on perception and adoption of consumer technology products. Using the technology acceptance model as a theoretical framework, the conceptual model depicts the relationships among lifestyles, perceptions, and intention. Two-step structural equation modeling was used to test the proposed hypotheses. Results of this study show that consumer lifestyle factors (fashion consciousness, leisure orientation, Internet involvement, and e-shopping preference) are direct and indirect antecedents of consumers’ intention to adopt high-tech products. Findings of this study provide marketers with insights into how knowledge about lifestyle factors can be integrated into marketing and advertising strategies.