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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2017.1
- 수록면
- 283 - 297 (15page)
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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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참고문헌 (24)
참고문헌 신청
[학술
Ajzen, I. / 1980 / Understanding attitudes and predicting social behavior / Prentice-Hall
Ali, A. / 1995 / Product Innovativeness and entry strategy: Impact on cycle time and break-even time / Journal of Product Innovation Management 12 : 54 ~ 69
Babin, B. J. / 1994 / Work and/or fun: Measuring hedonic and utilitarian shopping value / Journal of Consumer Research 20 : 644 ~ 656
Baker, M. J. / 1977 / The impact of physically attractive models on advertising evaluations / Journal of Marketing Research 14 : 538 ~ 555
Ajzen, I. / 1980 / Understanding attitudes and predicting social behavior / Prentice-Hall
Ali, A. / 1995 / Product Innovativeness and entry strategy: Impact on cycle time and break-even time / Journal of Product Innovation Management 12 : 54 ~ 69
Babin, B. J. / 1994 / Work and/or fun: Measuring hedonic and utilitarian shopping value / Journal of Consumer Research 20 : 644 ~ 656
Baker, M. J. / 1977 / The impact of physically attractive models on advertising evaluations / Journal of Marketing Research 14 : 538 ~ 555
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