Fashionable Consumer Technology, IT Fashion, and Consumer Behavior
研究提出“IT时尚”概念，通过两个实证表明技术被视为时尚会增强其象征价值，从而影响消费者行为，对营销和技术开发者有参考意义。
This research examines the intersection of fashion and consumer technology, introducing the concept of “IT fashion” to describe how individual perceptions of technology as fashionable influence consumer behaviors. The paper introduces novel constructs associated with IT fashion and fashionable consumer technology, particularly perceived societal-level IT fashion (PSITF, reflecting a person’s perception of society’s views on a technology) and perceived fashionableness of IT (PFIT, capturing a person’s perception of the technology’s fashionableness). Through two empirical studies, we demonstrate that IT fashion significantly impacts consumer behaviors by enhancing the symbolic values associated with technology use. These findings suggest that marketers and technology developers should not only focus on the utilitarian aspects of technology but also on its aesthetic and symbolic appeals to boost consumer acceptance and market success. The paper contributes to policy by highlighting the need for a nuanced understanding of the sociocultural dimensions of technology adoption, encouraging stakeholders to consider these factors in strategy development and communication.