An empirical examination of consumers' innovation adoption: the role of innovativeness, fashion orientation, and utilitarian and hedonic consumers' attitudes

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Yun-Hee Kim (Creator)
The University of North Carolina at Greensboro (UNCG )
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Kittichai Watchravesringkan

Abstract: Over the past few years, changes in the competitive landscape of retail marketing have resulted in a synergy effect. This synergy effect has motivated firms to enter into a strategic alliance. Many industries, such as the technology and fashion industries, have recognized the benefits both parties may gain by engaging in a strategic alliance to develop products and/or services that provide greater value for their customers. While several studies have examined consumers' adoption of innovative products, these previous studies have focused on innovation as related to either technological or fashion products. There is no known study that has examined consumers' adoption of a product that possesses both attributes (i.e., technology and fashion). Therefore, the purpose of the current study is to assess the effects of an external variable, i.e., consumer characteristics (consumer innovativeness and fashion orientation), on consumers' adoption of an innovative product among young consumers who grew up with a advanced technology and a sophisticated fashion transition. Data were collected from a convenience sample of undergraduate students between the ages of 18 to 26. The final sample consisted of 196 college students. Of these, approximately 88% were female, approximately 63% were Caucasians and an average age of participants was 20.40 years old. A series of multiple regressions was employed to answer all hypotheses. Results revealed that domain-specific innovativeness related to the technology and fashion domain has a significant effect on consumers' utilitarian and hedonic attitudes, respectively. We also found that in terms of the relationship between the dimensionality of fashion orientation and consumer's attitudes, consumers' utilitarian attitudes are positively influenced by the importance of being well-dressed and consumers' hedonic attitudes were negatively influenced by an anti-fashion sentiment. In addition, we found that two dimensions of consumers' attitudes (utilitarian and hedonic) significantly influence consumers' adoption of a product. Lastly, among young consumers, results revealed that the opinions of significant others play an important role in influencing their purchase intention. Implications are provided. Limitations and future research directions are also discussed.

Additional Information

Language: English
Date: 2008
Retail marketing, Textile Technology
Clothing and dress $x Marketing.
Fashion merchandising.
Consumers $x Attitudes.
Consumer behavior.
Consumers' preferences.

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