International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Gender influence in the effect of design aesthetics on perceived product value of wearables

  • Received : 2020.04.30
  • Accepted : 2020.05.25
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Recently the wearable technologies market has diversified to the point where even the leading fashion brands have adopted prototypes. For this reason, consumer- and fashion-centric perspectives on the consumption of wearable technologies are needed for a better understanding of the market. The author tests the effect of design aesthetics of a fictitious smartwatch (i.e., the wearable technology) as a key factor of non-functional hedonic consumption on consumer-perceived product value. The results of an online survey of 233 U.S. shoppers indicate a strong, positive effect of design aesthetics on both the perceived utilitarian and hedonic values of wearable technologies. Furthermore, the hypothesized moderation of gender is statistically confirmed in the mechanism of design aesthetics toward perceived utilitarian value, but gender is found to not moderate the effect of design aesthetics for the smartwatch on hedonic value. Male shoppers are found to be more positively influenced by perceived design aesthetics. Theoretical and managerial implications and study limitations are further discussed.

Keywords

References

  1. Parsons, J. (2017, Feb. 7). Google and H&M create customized 'Data_Dress' based on your personal information. Mirror, retrieved from https://www.mirror.co.uk/tech/google-hm-create-customised-data_dress-9772022
  2. Lamkin, P. (2018, Oct. 23). Smart wearables market to double by 2022: $27 billion industry forecast. Forbes, retrieved from https://www.forbes.com/sites/paullamkin/2018/10/23/smart-wearables-market-to-double-by-2022-27-billion-industry-forecast/#24201f022656
  3. Wearable Devices Market worth $62.82 billion by 2025- Exclusive Report by Meticulous Research. (2019, Oct. 31). Meticulous Research. Retrieved from https://www.globenewswire.com/news-release/2019/10/31/1938647/0/en/Wearable-Devices-Market-worth-62-82-billion-by-2025-Exclusive-Report-by-Meticulous-Research.html
  4. Goldstein, D. (2019, Nov. 21). Wearables Market Growth. Mekko Graphics. Retrieved from https://www.mekkographics.com/wearables-market-growth/
  5. Baskerville, R.L., Kaul, M., & Storey, V.C. (2018). Aesthetics in design science research. European Journal of Information Systems, 27(2), 140-153. DOI: 10.1080/0960085X.2017.1395545
  6. Hwang, C., Chung, T.-L., & Sanders, E.A. (2016). Attitudes and WTPs for Smart Clothing: Examining U.S. Consumers' Functional, Expressive, and Aesthetic Needs for Solar-Powered Clothing. Clothing & Textiles Research Journal, 34(3), 207-222. DOI: 10.1177/0887302X16646447
  7. Bloch, P.H. (2018). Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation. Advances in Consumer Research, 9, 413-417.
  8. Qiu, C., & Hu, Y. (2015). The Review of Smart Clothing Design Research based on the Concept of 3F+1I. International Journal of Business and Social Science, 6(1), 199-208.
  9. Hassenzahl, M. (2008). Aesthetics in interactive products: Correlates and consequences of beauty. In Schifferstein, H. N. and Hekkert, P., editors, Product Experience, chapter 11, pages 287-302.
  10. Kumar, M., Townsend, J.D., & Vorhies, D.W. (2015). Enhancing consumers' affection for a brand using product design. Product Innovation Management, 32(5), 716-730. DOI: 10.1111/jpim.12245
  11. Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20, 431-441. DOI: 10.1016/j.jcps.2010.06.009
  12. Snoj, B., Korda, A.P., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167. DOI: 10.1108/10610420410538050
  13. Woodruff, R.B. & Gardial, S.F. (1996) Know Your Customer New Approaches to Customer Value and Satisfaction. Blackwell, Cambridge, 321-323.
  14. Sweeney, J.C., & Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(1), 203-220. DOI: 10.1016/S0022-4359(01)00041-0
  15. Chi, T. & Kilduff, P.P.D., (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429. DOI: 10.1016/j.jretconser.2011.06.004
  16. Cronin, J. J., Jr., Brady, M. K., & Hult, G.T. M. (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76:193-218. DOI: 10.1016/S0022-4359(00)00028-2
  17. Babin, B.J., Darden, W.R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656. DOI: 10.1086/209376
  18. Navarro, D. M.-C., Díaz, E., Rico, M. G., & Collado, A. M. (2019). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & Behavior, 200(1), 104-110. DOI: 10.1016/j.physbeh.2018.03.028
  19. Landy, D., & Sigall, H. (1974). Beauty is talent: Task evaluation as a function of the performer's physical attractiveness. Journal of Personality and Social Psychology, 29(3), 299-304. DOI: 10.1037/h0036018
  20. Kleisner, K., Chvatalova, V., & Flegr, J. (2014) Perceived Intelligence Is Associated with Measured Intelligence in Men but Not Women. PLoS ONE, 9(3): e81237. DOI:10.1371/journal.pone.0081237
  21. Norman, D.A. (2002). Emotion & Design: Attractive Things Work Better. Interactions, 9(4), 36-42. DOI: 10.1145/543434.543435
  22. Cross, S. E., & Madson, L. (1997). Models of the self: Self-construals and gender. Psychological Bulletin, 122(1), 5-37. DOI: 10.1037/0033-2909.122.1.5
  23. Firat, A.F., & Dholakia, N. (2006). Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing. Marketing Theory, 6(2), 123-162. DOI: 10.1177/1470593106063981
  24. Wu, L.H., Wu, L.-Ch., & Chan, S.-C. (2016). Exploring consumers' intention to accept smartwatch. Computers in Human Behavior, 64(1), 383-392. DOI: 10.1016/j.chb.2016.07.005
  25. Borges, A., Babin, B. J., & Spielmann, N. (2013). Gender orientation and retail atmosphere: effects on value perception. International Journal of Retail & Distribution Management, 41(7), 498-511. DOI: 10.1108/IJRDM-02-2012-0014
  26. Moshagen, M. & Thielsch, M.T. (2010). Facets of design aesthetics. International Journal of Human-Computer Studies, 68(10), 689-709. DOI: 10.1016/j.ijhcs.2010.05.006
  27. Fornell, C., & Larcker, D.F. (1981). Evaluating structural equations with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. DOI: 10.2307/3151312
  28. Perry, A., Malinin, L., Sanders, E., Li, Y., & Leigh, K. (2017). Explore consumer needs and design purposes of smart clothing from designers' perspectives. International Journal of Fashion Design, Technology and Education, 10(3), 372-380. DOI: 10.1080/17543266.2016.1278465