Proper

Abstract

The purpose of this study is to examine the effects of general innovativeness of TV cooking show viewers on actual cooking intention and to investigate the difference as gender. The analysis of structural equation model using AMOS 22.0 was conducted to investigate general innovativeness, trust, perceived usefulness, perceived ease of use, and cooking intention. To investigate the hypothesis, 303 questionnaires were answered by viewers who have ever watch the cook show. The results of this study were as follows. First, the effect of cognitive and sensory innovativeness on trust was found to be moderating effect of gender. Second, trust of women has greater influence on perceived ease of use than men.