패션산업에서 3D 프린트 제품에 대한 소비자 태도 및 구매의도연구
A study on consumer attitudes and purchase intentions for 3D printed products in the fashion industry
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초록
Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.
Abstract
Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.
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