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Showing 1 to 1 of 1 for “"utilitarian motivation"”.
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Fashion: Hedonic vs. utilitarian: A study of fit issues of women’s ready to wear and an examination of the technology acceptance model for consumer adoption of 3D body scanning for improved fit of denim
… Acceptance Model (TAM) to understand the motivations of females aged 18-35 towards adopting this new technology. Two hypotheses were formed: non-adoption is caused by hedonic motivation, or non-adoption is caused by utilitarian motivations. It can be concluded from the study that consumers …