Impact of clothing consumption values and lifestyle on smartwatch acceptance
Jung, Yeo Jin
Lifestyle has been an important concept for marketing purposes, and describes "behavior of individual, a small group of interacting people, and large groups of people acting as potential consumer." Consumer's clothing consumption values are considerably significant in fashion consumer research area and reasons of consumer's decisions upon specific products and brands. Smartwatches have been accepted as not only the 'next big thing' that would have significant effect on consumers' daily lives but also could be a type of fashion product. Hence, the purpose of this research is to examine the impact of consumer's clothing consumption values and lifestyles toward smartwatch acceptance. Total of 288 participants the online self-reported survey and each of them required to answer the screening question, "Do you consider the smartwatch as a fashion product?" As expected, consumer's lifestyles have significant impact on clothing consumption values that effect on smartwatch acceptance behaviors differently.