Abstract: As labor cost increasing, automatic technology is massive used in China’s manufacturing industry. The study for the microscopic mechanism of automatic technology’s adoption is necessary to understand and use automatic technology. In the article, authors put forward technology acceptance model of automatic technology for textile and clothing enterprises based on the characters and affecting factor of textile and clothing enterprises’ technology choosing, and analyze how subjective norm and to affect textile and clothing enterprises’ technology choosing. The results of empirical study show that two variables not only indirectly affect technology use through affecting technical cognition, but also directly affect technology use.the influence of subjective norm to textile and clothing enterprises’ technology choosing is stronger than task-technology fit’s.The study also shows that technology acceptance model applies to the behavior of producing technology and equipment.

Key words: technology acceptance model, subjective norm, task-technology fit, textile and clothing enterprises