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CB

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The purpose of this study was to explore how various factors influence consumers purchase intention of smart closets. Theory of planned behavior was used as a framework (Ajzen, 1991). An online survey was conducted with 433 participants. The findings indicated that aesthetics was insignificant, function was important, while the key determinant of purchase intention was compatibility via attitude and social influence. To create a positive attitude, function and compatibility should be improved. To enhance social influence, compatibility and technology rapidly changing played key roles. Consumers' confidence in using smart closets was increased as performance was higher, while decreased as technology was rapidly moving. The current study, for the first time, indicated that fear of obsolescence is not always an unfavorable condition. Although rapid changing technology impeded self-confidence in using smart closets, it also increased social influence, which in turn enhanced purchase intention. This study is the starting point of understanding how to develop smart closets that consumers are willing to purchase. Businesses may create more effective technology and marketing strategies based on the current study.

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Nov 9th, 12:00 AM

Factors Influence Consumers' Purchase Intention of Smart Closets

The purpose of this study was to explore how various factors influence consumers purchase intention of smart closets. Theory of planned behavior was used as a framework (Ajzen, 1991). An online survey was conducted with 433 participants. The findings indicated that aesthetics was insignificant, function was important, while the key determinant of purchase intention was compatibility via attitude and social influence. To create a positive attitude, function and compatibility should be improved. To enhance social influence, compatibility and technology rapidly changing played key roles. Consumers' confidence in using smart closets was increased as performance was higher, while decreased as technology was rapidly moving. The current study, for the first time, indicated that fear of obsolescence is not always an unfavorable condition. Although rapid changing technology impeded self-confidence in using smart closets, it also increased social influence, which in turn enhanced purchase intention. This study is the starting point of understanding how to develop smart closets that consumers are willing to purchase. Businesses may create more effective technology and marketing strategies based on the current study.

 

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