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A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention

Youn-Kyung Kim|Yun-Hee Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.09|Journal of Global Fashion Marketing|제8권 제4호|pp. 283-297|DOI https://doi.org/10.1080/20932685.2017.1348240

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참고문헌

키워드

utilitarian attitudessynergyConsumer innovativenesscollaborative producthedonic attitudes消费者创造性协同产品协同作用实用主义态度享乐主义态度
주제분류경영학

초록

This study seeks to investigate consumers’ willingness to adopt a collaborative product by answering three research questions: (1) how do two types of innovativeness (i.e. technology innovativeness and fashion innovativeness) infl uence perceived product innovativeness, (2) how do the two types of consumer innovativeness aff ect utilitarian and hedonic attitudes toward a technology-fashion collaborative product, and (3) how do these eff ects cooperate to infl uence consumers to purchase the collaborative product? Data were collected from 339 respondents and structural equation modeling was employed to test the proposed model. Of most interest is that consumers’ utilitarian attitudes toward the product do not infl uence purchase intentions, whereas consumers’ hedonic attitudes lead to purchase intention of the technology-fashion collaborative product. This study’s fi ndings provide the bases for making suggestions to marketers who are planning to work with another industry regarding whether and how they can provide synergy between two product types.

Abstract

This study seeks to investigate consumers’ willingness to adopt a collaborative product by answering three research questions: (1) how do two types of innovativeness (i.e. technology innovativeness and fashion innovativeness) infl uence perceived product innovativeness, (2) how do the two types of consumer innovativeness aff ect utilitarian and hedonic attitudes toward a technology-fashion collaborative product, and (3) how do these eff ects cooperate to infl uence consumers to purchase the collaborative product? Data were collected from 339 respondents and structural equation modeling was employed to test the proposed model. Of most interest is that consumers’ utilitarian attitudes toward the product do not infl uence purchase intentions, whereas consumers’ hedonic attitudes lead to purchase intention of the technology-fashion collaborative product. This study’s fi ndings provide the bases for making suggestions to marketers who are planning to work with another industry regarding whether and how they can provide synergy between two product types.

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