关键词: 早期采纳者, 创新动机, 褶皱服装, 消费价值, 二阶聚类, 人群画像

Abstract:

In order to enhance the competitiveness, expressiveness and user satisfaction of pleated apparel brands, we propose to explore the factors influencing the value of pleated apparel based on the innovation motives of early adopters. Firstly, we summarize four dimensions of innovation motives, namely, functional, hedonic, social, and cognitive, for early adopters and consumers, and investigate and summarize the value factors of pleated apparel consumption to obtain nine value indicators corresponding to innovation motives. Secondly, a questionnaire of individual basic characteristics, adopter characteristics, and pleated clothing value was developed, and the scale was tested for rank correlation and reliability. Again, the second-order clustering method was used to determine the importance of pleated clothing value indicators. The results showed that the Aesthetic value (1), Surprise value (0.98), Quality value (0.94), and Pleasure value (0.94) of pleated garments were the most important, and three consumer group portraits, namely, Fashion prudent (40.2%), Trend-creating (42.2%), and Aesthetic pioneering (17.6%) were summarized. This study explores the value factors affecting consumers' adoption of pleated clothing, bridges the gap between the characteristic preferences and consumption motives of the target consumer groups of pleated clothing, and helps pleated clothing brands to effectively research and develop products that meet users' needs.

Key words: Early adopter, motivation for innovation, pleated apparel, consumer value, second-order clustering, user profile