Young consumers' innovativeness and hedonic/utilitarian cool attitudes

Abstract

Purpose – This study aims to investigate the relationship between young consumers' innovativeness and their hedonic/utilitarian attitudes toward cool clothing and to examine the moderating role of income on this relationship. This study uses five cool factors (singular cool, personal cool, aesthetic cool, functional cool and quality cool) under the hedonic and utilitarian cool dimensions to test the hypotheses. Design/methodology/approach – Using a web-based survey, 265 responses were used for analysis. A confirmatory factor analysis was conducted to assess the measurement scales. Single-group SEM and multiple-group SEM were performed to examine the hypothesized relationships. Findings – Innovative young consumers tend to have stronger hedonic cool attitude toward clothing than non-innovative young consumers. In contrast, innovativeness and utilitarian values of cool products are not interrelated for young consumers. Innovative, high-income young consumes have a tendency to purchase cool products to reflect their personality, individuality, and self-identity. Research limitations/implications – This study has limitations for future research with regard to the generalization of the findings because this study focused on a sample of college students. Practical implications – This study will provide some valuable information about young consumers' purchasing behaviours toward cool products for commercial marketers. Originality/value – This study provides an initial contribution to the literature on the relationships between young consumers' hedonic/utilitarian attitudes and their innovativeness and income levels.

Understanding millennial consumer’s adoption of 3D printed fashion products by exploring personal values and innovativeness

“…Sproles (1979) applied the diffusion of innovation theory in the context of fashion. Because not every consumer purchases the latest fashion products or newest styles before their commercial introduction in the marketplace, fashion adoption follows a path similar to that of diffusion of innovation (Noh et al 2014). Sproles (1979) confirmed the role of innovativeness and fashion opinion leadership in the adoption of a new fashion.…”

Rethinking Emotions and Destination Experience: An Extended Model of Goal-Directed Behavior

“…For example, in the context of information technologies, innovativeness was illustrated as a major moderator between salient perceptions (ease of use, usefulness) and usage intentions (Agarwal & Prasad, 1998). Noh et al (2014) explored the attitudes and innovativeness of young consumers toward newly released products. Results suggested that innovative consumers with a high income have more desire to buy new cool products rather than old-fashioned consumers.…”

Consumer Ethnocentrism, Market Mavenism and Social Network Analysis

“…Several other studies suggest that less educated consumers tend to have higher score on ethnocentrism. Although in some cases, young consumers are innovative and seek more hedonic value ( Noh et al, 2014 ), in both developed and developing countries they hold similar degrees of ethnocentrism.…”