Impact of clothing consumption values and lifestyle on smartwatch acceptance
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
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.