A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention

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) influence perceived product innovativeness, (2) how do the two types of consumer innovativeness affect utilitarian and hedonic attitudes toward a technology-fashion collaborative product, and (3) how do these effects cooperate to influence 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 influence purchase intentions, whereas consumers’ hedonic attitudes lead to purchase intention of the technology-fashion collaborative product. This study’s findings 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.