EXPLORING MILLENNIAL CONSUMERS’ PERCEPTIONS, ATTITUDES AND PURCHASE INTENTIONS TOWARDS LUXURY FASHION WEARABLE TECHNOLOGY (SMARTWATCHES)

Marta Blazquez Cano,Bethan Alexander,Karie Fung 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Smartwatches are mini devices that are worn like standard watches, which allow installation and use of mobile apps enabling connectivity and interactivity (Chuah et al., 2016). Park et al. (2016) regard smartwatches as multi-category products and are considered to be the first commercialized wearable technology for consumers (Jung et al., 2016). Wearable technologies refer to high-tech devices that are integrated into clothing, accessories or the human body to provide personalized functions to users, regardless of the types of usage (Choi and Kim, 2016). Thus, the smartwatch is recognised as an important and pioneering sub-category of broader smart-fashion. Wearable technology has become more readily available and widespread in the market. A recent industry report (IDC, 2017) indicates that worldwide shipments of wearable devices are expected to increase by 132% from 102.4 million units to 237.5 million units between 2016 and 2021, driven by the proliferation of new and various types of smartwatches. In the past, high-tech and fashion were considered as two separate industries. However, recent years have witnessed a trend towards fashion and high-tech collaborations (Zimmermann, 2016). For example, “Herm?s Apple watch” and “Louis Vuitton Tambour Horizon” (O‟Connor, 2017). Millennial consumers are often perceived as the first high-tech generation. This young generation is increasingly attracted by the innovativeness of smartwatches (Shotter and Bradshaw, 2014). According to PwC (2016), millennials are more likely to use smartwatches than older generations. Gartner‟s (2017) research also highlights that millennials represent the largest user group of wearable technologies. Considering the increasing magnitude of millennials‟ interest in luxury wearables, this study takes factors affecting millennial consumers‟ new technology acceptance, and luxury consumption into account. Despite increasing attention from industry, scholarly research on wearable technology has been limited to technological uses. Extant studies are focused in the fields of information systems, computers in human behaviour (Chuah et al., 2016) or electronic textiles (Berzowska, 2005). They concentrate on how these devices might be utilized for healthcare and safety monitoring, fitness or biometric purposes (Choi & Kim, 2016). Academic research to date therefore tends to be more technology rather than consumer driven (Choi and Kim, 2016). As discussed, although the fashion and technology industries are converging (Zimmermann, 2016), most existing research into smartwatch adoption (Choi & Kim, 2016; Chuah et al., 2016; Kim & Shin, 2016) utilizes standard or fitness-centric smartwatches as the research objects. Researchers generally fail to see smartwatches as a hybrid of high-tech wearable and luxury products. The Technology Acceptance Model (TAM) (Davis, 1986) is a frequently cited model in predicting consumers‟ intentions to adopt an emerging technology. It depicts that perceived usefulness and perceived ease of use are two critical variables influencing users‟ beliefs, attitudes and intentions to embrace a new information system (Legris et al., 2003). An extension of TAM, TAM 2 (Venkatesh and Davis, 2000) denotes the influence of subjective norm on behavioural intentions. In this model, technology adoption is regarded as a process of social influence. TAM has been extensively applied to explain consumer acceptance of e-commerce (Pavlou, 2003), mobile payment (Schierz et al., 2010), smart glasses (Raushnabel and Ro, 2016), mobile learning systems (Park et al., 2012) and standard smartwatches launched by IT brands (Kim and Shin, 2015; Choi an Kim, 2016). Yet, despite considerable research on the application of TAM, studies incorporating TAM 2 to explain consumers‟ perceptions, attitudes and intentions towards using luxury fashion wearables is still scarce. While Choi and Kim (2016) provide a first step towards understanding consumers‟ perceptions of smartwatches, the authors consider only the functional (perceived usefulness and ease of use) and personal (need for uniqueness and vanity) variables. The influences of other factors like emotional and social factors are neglected. Within the context of consumer behaviour, watches are consumed primarily for aesthetic appeal, as well as providing a means for constructing one‟s self-identity. Thus, psychological and social motivations may also be considered as antecedents to luxury fashion smartwatch adoption. In addition, luxury fashion wearable technology products embrace both high-tech functionality and fashionable design. These smartwatches are marketed as luxurious accessories, rather than solely functional digital devices, as self-expressive use of them has become more commonplace (Mintel, 2016). Furthermore, millennial consumers generally consume luxury for social-oriented purposes (Eastman & Liu, 2012). Hence, values that drive millennial consumers‟ luxury consumption, along with factors proposed in TAM 2, are perceived to play a critical role in affecting the adoption of these smart accessories. The premise of this paper is based on Wiedmann et al.‟s (2007) model of luxury values, employing individual values (self-identity and perceived hedonism), social value (perceived conspicuousness) and functional values (perceived usefulness and perceived quality) to investigate the key factors affecting luxury fashion smartwatch adoption. The Theory of Reasoned Action (TRA) (Ajzen and Fishbein, 1975) provides a framework for understanding consciously intended consumer behaviour (Yousafzai et al., 2010). It posits that the impact of consumer attitudes and subjective norms on actual behaviour are mediated by behavioural intentions, which is considered the most powerful predictor of human behaviour (Ajzen and Fishbein, 2005). In TRA, the roles of personal and social factors in forming behavioural intentions are considered. This attitude-intention-behaviour association has been extensively validated in various contexts like ethical consumption (Paul et al., 2016), Green Information Technology (Mishra et al., 2014) and online banking (Yousafzai et al., 2010). Yet, nascent research exists on the attitude-intention link in luxury fashion smartwatch adoption. Purpose In order to address the research gaps elucidated, this study aims to examine the relationships between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore millennial consumers‟ overall perceptions of using these luxury wearable technologies. Specifically, this study critically reviews and links the theories of technology adoption and luxury consumer behaviour to investigate and explore consumer behaviour towards luxury fashion smartwatches in order to offer compelling academic and managerial implications. Design/Methodology/Approach A conceptual framework (see Figure 1) was developed grounded in luxury consumption, technology acceptance and consumer behaviour literature, from which 9 research hypotheses and 3 research questions ensued. The model posits that millennial consumers develop attitudes and purchase intentions towards luxury fashion smartwatches in 3 stages. In line with the tri-component attitude model (Fishbein and Ajzen, 1975), consumers learn about luxury fashion smartwatches at the first phase (cognition). The second phase (affective) involves the formation of consumers‟ attitudes towards using luxury fashion smartwatches. At the final phase (conation), consumers develop intentions to buy consistent with their overall evaluations. Drawing on the TRA, relationship between consumer attitudes and purchase behaviour in terms of learning, feeling and doing (Solomon et al., 2010) is depicted. To offer a detailed understanding, mixed methods were employed (Creswell, 2014). An online self-administrated questionnaire was conducted and 230 valid samples were collected. The sample profile were millennial consumers, born between 1980 and 2000 (Young and Hinesly, 2012), who have seen or tried any luxury fashion smartwatch. This study recognizes millennial consumers as the research subject because this generation is described as the next prominent consumers of global luxury and are the largest user group of wearable devices (Higgins et al., 2016; Gartners, 2017). The proposed hypotheses were tested using SPSS 23.0 and subject to 5- statistical tests: reliability, descriptive statistics, factor analysis, correlation analysis and multiple linear regression. In addition, two face-to-face semi-structured focus-group discussions with 10 participants were conducted aiming to better understand the millennial consumer perceptions of using luxury fashion smartwatches. Quantitative content analysis and thematic analysis were employed to produce a more organized and comprehensive summary of the qualitative data. << Insert Figure 1 about here >> Findings The findings indicate that functional, individual and social factors influence millennial consumers‟ adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating luxury fashion smartwatches are perceived as both an IT device and luxury fashion accessory. Other factors that might affect adoption are also discussed. A positive association between attitudes towards using luxury fashion smartwatches and purchase intentions is identified. Implications This study addresses a scholarly research gap by examining factors affecting attitudes and intentions towards using luxury fashion smartwatches, from millennial consumers‟ perspectives. It also offers strategic recommendations for luxury fashion brands in launching and growing luxury wearable opportunities specifically aimed at millennial consumers – a substantial and strategic segment for luxury brands. Research limitations and directions for future research are further elucidated. Originality and Value Given extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring millennial consumers‟ perceptions towards using these new generation smartwatches. To the authors‟ knowledge, this study is the first to investigate the application of TAM 2 in examining luxury fashion smartwatch adoption, and subjective norms has been proven as one of the most important factors.

Restrictions in the Attachment of Verbal Extensions in Degema

Ethelbert Emmanuel Kari 한국중원언어학회 2016 언어학연구 Vol.0 No.39

This paper discusses restrictions observed in the attachment of verbal extensions to all verb bases in Degema. Kari (1995) discusses verbal extensions in Degema focusing on the number, underlying forms, and phonological rules that derive the surface forms of these extensions, but does not discuss the factors that permit or prohibit the attachment of each of the extensions to all verb bases in the language. In later works such as Kari (2003, 2008), Kari claims that reference is made directly or indirectly to semantics as a possible factor responsible for the prohibition of the causative, reflexive, reciprocal, and habitual extensions from attaching to certain verb bases. By examining a number of verb bases, the primary goal of this paper is to establish the range of factors that permit or prohibit verbal extensions from attaching to all verb bases in Degema. The findings of this paper show that phonological and syntactic factors, especially valency, in addition to the semantic character of verbs, play a crucial role in permitting or prohibiting the attachment of these extensions to all verbs bases in Degema.

Is Cash Used Only in the Shadow Economy?

Kari Takala,Matti Viren 한국국제경제학회 2010 International Economic Journal Vol.24 No.4

This paper analyzes the use of cash in the Euro area. It attempts to give at least a partial answer to the question of whether cash is predominantly used in the shadow economy and whether, consequently, the behavior of cash balances is useful in monitoring changes in the shadow economy. The paper shows that - contrary to what is often assumed - recent developments in cash demand (including changes in denomination structure) can be fairly well explained by certain economic and institutional factors. Changes in cash demand do not seem to correspond to changes in existing measures of the shadow economy, nor do cross-country comparisons reveal close correspondence.

Time-Varying Fundamentals of the Euro-Dollar Exchange Rate

Kari Heimonen 한국국제경제학회 2006 International Economic Journal Vol.20 No.4

Keeping Graduate Nursing Education Moving Forward - Singapore’s Experience

Karis Cheng 한국간호과학회 2018 한국간호과학회 학술대회 Vol.2018 No.1

Twincleaners and Deaeration in PM Approach System

Kari Sundman 한국펄프·종이공학회 1990 펄프종이기술국제세미나 Vol.14 No.-

Virulence and sex-dependent invasion efficiency of entomopathogenic nematodes on developmental stages of Phthorimaea operculella (Lep., Gelechidae)

Kary Naser Eivazian,Sanatipour Zahra,Mohammadi Davoud,Dunphy Gary 한국응용곤충학회 2022 Journal of Asia-Pacific Entomology Vol.25 No.1

Virulence and invasion efficiency of the three entomopathogenic nematodes, Heterorhabditis bacteriophora, Steinernema carpocapsae and S. feltiae against the potato tuber moth (PTM), Phthorimaea operculella was evalu ated. Also evaluated were the sex ratio of Steinernema spp. and host stages to determine if 1) the developmental stage of the host affects sex ratio of nematodes; 2) infective juveniles (IJs) concentration affects sex ratio in host developmental stages and 3) the establishment of IJs is affected by developmental stages of host. The PTM prepupa and pupa were exposed to IJs in filter substrate petri dish bioassays. By increasing the IJs concentrations, the number of established Steinernema spp. in both PTM stages increased and only decreased at the highest concentration. No reduction in established nematode numbers at the highest concentration was observed for H. bacteriophora. Sex ratio of S. carpocapsae in pre-pupa was affected by IJ concentration. PTM was more sus ceptible to Steinernema spp. than H. bacteriophora. Pre-pupa were more susceptible to S. feltiae but S. carpocapsae recorded as the most virulent EPN on pupa. Invasion efficiencies were similar for Steinernema and considerably higher than for H. bacteriophora. Despite a higher invasion efficiency of Steinernema into pupae, mortality was lower compared to pre-pupa No correlation was recorded between the invasion efficiencies of the EPNs and mortalities of PTM. The results showed that the invasion efficiency is not appropriate criterion to reflect the virulence of studied EPNs. Compared to H. bacteriophora both tested Steinernema spp. were good candidates for further studies as biocontrol agents of PTM.

Interspecific Hybrids from Wild x Cultivated Triticum Crosses - A Study on the Cytological Behaviour and Molecular Relations

Kari Bhagyalakshmi,Mahadevan Kumar,Samudrakani Arumugachamy,Amala Joseph,Thondikulam Subramanian Raveendran,Kunnummal Kurungara Vinod 한국작물학회 2008 Journal of crop science and biotechnology Vol.11 No.4

Genetic diversity of cultivated wheat is narrowing down and is increasingly becoming non-complacent in tackling new pathogenic races and adverse environmental situations. Wild relatives of wheat are rich repositories of beneficial genes that are capable of defying adverse situations. However, these wild species are not readily crossable with cultivated ones. The present study attempted to cross three wild wheat species as females with three cultivated species of varying ploidy to understand the intricate behaviour of hybrids in relation to cytology, morphology, and molecular recombination. Post-fertilization barriers caused hybrid recovery in wild species in contrast to cultivated species. Triticum monococcum did not produce hybrids in any of the crosses. Various degrees of chromosome anomalies and hybrid sterility were seen with hybrids of T. timopheevi and T. sphaerococcum. Cytoplasmic factors were suspected to add more to the abnormality. G genome from T. timopheevi could enhance more pairing between B and D of cultivated species. Precocity of certain chromosomes in laggard formation was evident, pointing towards evolutionary self balance of the genomes which prevented homeologous pairing. They are eliminated in hybrids. Molecular diversity clearly corroborated with genetic proximity of the species, which distinguished themselves by maintaining the genome homeology. Genetic diversity of cultivated wheat is narrowing down and is increasingly becoming non-complacent in tackling new pathogenic races and adverse environmental situations. Wild relatives of wheat are rich repositories of beneficial genes that are capable of defying adverse situations. However, these wild species are not readily crossable with cultivated ones. The present study attempted to cross three wild wheat species as females with three cultivated species of varying ploidy to understand the intricate behaviour of hybrids in relation to cytology, morphology, and molecular recombination. Post-fertilization barriers caused hybrid recovery in wild species in contrast to cultivated species. Triticum monococcum did not produce hybrids in any of the crosses. Various degrees of chromosome anomalies and hybrid sterility were seen with hybrids of T. timopheevi and T. sphaerococcum. Cytoplasmic factors were suspected to add more to the abnormality. G genome from T. timopheevi could enhance more pairing between B and D of cultivated species. Precocity of certain chromosomes in laggard formation was evident, pointing towards evolutionary self balance of the genomes which prevented homeologous pairing. They are eliminated in hybrids. Molecular diversity clearly corroborated with genetic proximity of the species, which distinguished themselves by maintaining the genome homeology.

Psychology / Sociology : Gender as an Important Perspective in the Study of Sport Sociology

Kari Fasting 한국체육학회 1992 국제스포츠 학술대회 Vol.1992 No.-

초지 Approach System에서의 Twincleaner와 탈기 ( Twincleaners and Deaeration in PM Approach System )

Kari Sundman 한국펄프·종이공학회 1991 펄프.종이기술 Vol.23 No.4