This study seeks to develop and test a model of consumers' adoption of highly technological fashion products (HTFPs) through modifying the technology acceptance model (TAM).
Using a convenience sampling method, students between 18 to 26 years old were chosen as the sample population from a mid‐size southern university in the USA. The final sample consisted of 268 responses. Confirmatory factor analysis and path analysis were employed to answer all hypotheses using the structural equation model.
Empirical results revealed that consumers' intentions to adopt an innovation (i.e. highly technological fashion product) are driven by the multi‐dimensional nature of consumers' extrinsic (i.e. perceived ease of use and perceived usefulness) and intrinsic (i.e. perceived innovativeness and perceived fashionability) motivation. Additionally, these motivational dimensions contribute to consumers' utilitarian and hedonic attitudes toward using an innovation, which in turn affects their purchase intentions.
Consumers' utilitarian and hedonic consumer attitudes may enable retailers and marketers to design effective advertising campaigns by helping them to determine whether the functional or sensational components of the product need to be emphasized. Furthermore, when developing a new product, marketers need to focus on product attributes that possess both functionality and hedonic benefits.
This is the first known study to examine the underlying relationships between motivations, two‐dimensional consumers' attitudes (utilitarian and hedonic), and purchase intentions in the consumer‐related product context. The study has broadened the TAM by integrating extrinsic and intrinsic motivational variables into the model. It has also deepened the TAM by conceptualizing consumers' attitudes as comprising two distinct dimensions: utilitarian and hedonic.
