Who will be using 3D printed fashion items? The effects of perceived risk, expectancy, innovativeness, and atttitude on future intention

초록

Even though the application of 3D printing technology in fashion is limited and challenging, the advantages of adoption of 3DP such as reduced process and customizability have drawn attention from the industry professionals, designers, and consumers (Chabaud, 2015). From the consumers’ perspective, 3D printing enables the consumers to be involved in the production process, so this collaboration provides benefits of creating custom-made clothing with quick turnaround (Vanderploeg et al., 2017). Despite its application and increasing discussion towards 3DP adoption, research on 3DP in the context of consumer behavior is underexplored. The purpose of this study is to explore factors that may affect consumers’ attention to purchase 3D printed fashion items. Theoretically grounded on the Unified Theory of Acceptance and Use of Technology (UTAUT and UTAUT2), this study examines the relationship between the characteristics of the adopter and antecedents of technology adoption. In addition to examining part of UTAUT theory, this study also explores the effects of innovativeness to recognize the importance of individual difference during the adoption process (H1). Further, this study applies two levels (general & domain-specific) of innovativeness to overcome limitation of testing general innovativeness. Domain-specific innovativeness (e.g., fashion innovativeness) has been verified as an antecedent of attitude and behavioral intention (H4, H5). Performance Risk (PR) reflects user’s perception towards the negative results or failure of achieving the desired benefits (Mandrik & Bao, 2005). Adopting new products are considered inherently risk, consumers with high PR are expected not to favor the 3DP (H2). Performance Expectancy (PE) is addressed as an influential factor that leads user’s positive perception of performance improvement by using technology (Vankatesh et al., 2003) (H3). Attitude has been widely proven motive that influences behaviors (Westaby, 2005) (H6).