近來消費性電子科技產品廣受歡迎，在這領域中要能有突出的表現產品公司的經營者必須充分瞭解消費者對其產品的認知，以及其認知如何影響消費者的選購決定。市場上逐漸發現，時尚迷人美麗的外觀設計已成為消費性電子產品被廣大消費者接受的主要因素之一，過往傳統的科技接受模式理論已對使用者接受資訊科技研究方面有重要的貢獻，但多限於瞭解使用者對科技產品有用性與科技產品易用性之探討，而使用者對產品認知美學的觀點如何影響其對產品接受意願之面向尚未有深入的討論，因此本研究試圖將此類產品定義為時尚科技產品，並企圖瞭解使用者願意接受時尚科技產品的動機以及使用者對時尚科技產品的認知。故本研究整合時尚相關理論（流行理論、美學、獨特性需求理論與品牌依附）以及科技相關理論（科技接受模式與創新擴散理論）等基礎發展時尚科技接受模式，並將時尚科技產品簡要地分類為娛樂性與實用性兩類產品。本研究透過網路問卷方式在台灣相關產品討論區網站進行調查，經由實證研究結構化方程式分析研究問卷，針對304份有效樣本進行分析研究。研究結果發現，針對娛樂性與實用性導向兩類產品，品牌附著對產品功能面向（認知有用與認知易用）與產品美學（內心愉悅與外在優美）面向之概念均有顯著影響，美學面向的兩因子為使用者接受時尚科技之關鍵因子，個人獨特性需求因子對產品外在優美與使用意願之關係有顯著的干擾效果，除此本研究進一步分析發現使用者對娛樂導向與實用導向之時尚科技產品的觀點，在科技接受模式之認知有用與認知易用兩因子之觀點有顯著差異，同時本研究也發現，使用者本身因科技創新接受程度之差異性（早期採用者、主要採用者、晚期採用者），對於本研究提出之時尚科技接受模式觀點也有所不同。最後，學術與管理意涵，研究限制與未來研究等討論也提供後續研究者與管理者做為參考。

In the realm of popular consumer electronics technology product, it is important for companies’ managers to realize consumers’ perceptions that can potentially sway the process of choosing and purchasing decision. The increasing prevalence of aesthetically charming consumer electronics implies that aesthetics of product is becoming one of vital acceptance determinants. The technology acceptance model (TAM) represents an important theoretical contribution toward understanding user perceptions of information technology, but TAM doesn’t account for product aesthetics in the adoption and utilization of these products. This research regards these products as fashion technology and tries to know what visions people expect from use of fashion technology, how intuitive is the product for usage, and how perceptive is the product for a user. Therefore, this research extends the literature on fashion-based theory (fashion theory, aesthetics, need for uniqueness theory, and brand attachment) and technology-based theory (TAM, and innovation diffusion theory) to integrate the emotional, aesthetic, and functional conceptions into the fashion technology acceptance model (FTAM). However, fashion technology involves several categories of product so that this study concisely classifies fashion technology into hedonic and utilitarian products. Through empirical study, this proposed model is tested with a structural equation modeling approach. This study sampled 304 complete responses via Internet surveying from active participants on consumer electronics related forums in Taiwan. Results indicate that brand attachment is a stronger antecedent of functional and aesthetic facets, and aesthetic facet (beauty and pleasure) is the vital determinant to acceptance intention, and uniqueness has moderated effect between appearance beauty to intention to use fashion technology. Not both perceived usefulness and perceived ease of use have direct impact but still positively correlating to acceptance intention both in hedonic and utilitarian products. This study also finds that consumers will have some different conceptions of FTAM between hedonic and utilitarian-oriented fashion technology and that different groups of technological innovation (early adopters, major adopters, and late adopters) will vary in their conceptions of the proposed model. Finally, implications, limitations and future researches of the research are discussed.

1.Aaron Oppenheimer (2005), "FROM EXPERIENCE: Products Talking to People-Conversation Closes the Gap between Products and Consumers", Journal of Product Innovation Management, 22(1), pp.82-91.
2.Agarwal, R. and Prasad, J. (1999), "Are lndividual Differences Germane to the Acceptance of New Information Technolgies?", Decision Sciences, 30(2), pp.361-391.
3.Ajzen, I., & Fishbein, M. (1980), "Understanding attitudes and predicting social behavior". Englewood Cliffs, NJ: Prentice-Hall.
4.Amabile, T.M., Hill, K.G., Hennessey, B. A., and Tighe, E. M. (1994), "The work preference inventory: Assessing intrinsic and extrinsic motivational orientations", Journal of Personality and Social Psychology, 66, pp.950-967.
5.Amaldoss,W., & Jain, S. (2005a), "Pricing of conspicuous goods: A competitive analysis of social effects", Journal of Marketing Research, 42, pp.30-42.
6.Au, N., Ngai, E.W.T. & Cheng, T.C.E. (2008), "Extending the Understanding of End User Information Systems Satisfaction Formation：An Equitable Needs Fulfillment Model Approach", MIS Quarterly, 32(1), pp.43-66.
7.Babin, B.J., Darden, W.R., & Griffin, M. (1994), "Work and/or fun: Measuring hedonic and utilitarian shopping value", Journal of Consumer Research, 20(4), pp.644-656.
8.Bagwell, L.S., & Bernheim, B.D. (1996), "Veblen effects in a theory of conspicuous consumption", The American Economic Review, 86(3), pp.349-373.
9.Baker, W.E. (2003), "Does Brand Name Imprinting in Memory Increase Brand Information Retention?", Psychology & Marketing, 20, pp.1119-1135.
10.Ball, A.D. & Tasaki, L.H. (1992), "The role and measurement of attachment in consumer behavior", Journal of Consumer Psychology, 12, pp.155-172.
11.Bass, Frank (1969), "A new product growth model for consumer durables", Management Science, 15(5), pp.215-227.
12.Bassam Hasan (2006), "Delineating the effects of general and system-specific computer self-efficacy beliefs on IS acceptance", Information & Management, 43 (5), pp.565-571.
13.Bearden, W.O. & Rose, R.L. (1990), "Attention to social comparison information: an individual difference factor affecting consumer conformity", Journal of Consumer Research, 16, pp.461-471.
14.Belk, R.W. (1988), "Possession and extended self", Journal of Consumer Research, 15(2), pp.139-168.
15.Blackburn, Simon (1994), "The Oxford Dictionary of Philosophy", Oxford: Oxford University Press.
16.Blair, M., & Innis, D. (1996), "The effects of product knowledge on the evaluation of warranteed brands", Psychology & Marketing, 13(5), pp.445-456.
17.Bock, G. W., Zmud, R. W. & Kim, Y. G. (2005), "Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate", MIS Quarterly, 29, pp.87-111.
18.Bouwman, H., Carlsson, C., Molina-Castilla, F.J. & Walden, P. (2007), "Barriers anddrivers in the adoption of current and future mobile services in Finland", Telematics and Information Technology, 24(2), pp.145-160.
19.Bowlby, J. (1980), "Attachment and Loss: Vol. 3. Loss, sadness, and depression", New York: Basic Books.
20.Bridges, E. & Florsheim R. (2008), "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, 61, pp.309-314
21.Browne, M.W., & Cudeck, R. (1992), "Alternative ways of assessing model fit", Sociological Methods and Research, 21(2), pp.230-258.
22.Bruner, G.C. & Kumar, A. (2005), "Explaining consumer acceptance of handheld internet devices," Journal of Business Research, 58(5), pp.553-558.
23.Butman, J., Silverstein, M., & Fiske, N. (2003), "Trading Up：The New American Luxury", Portfolio.
24.Castaneda, J. A., Francisco, M. L., & Luque, T. (2007), "Web Acceptance Model (WAM): Moderating effects of user experience", Information & Management, 44(4), pp.384-396.
25.Caulkins, J.P., Hartl, R.F., Kort, P.M., & Feichtinger, G. (2007), "Explaining fashion cycles: Imitators chasing innovators in product space", Journal of Economic Dynamics and Control, 31(5), pp.1535-1556.
26.Charters, S. (2006), "Aesthetic Products and Aesthetic Consumption", Consumption, Markets and Culture, 9(3), pp.235-255.
27.Chen, Z. & Dubinsky, A.J. (2003), "A conceptual model of perceived customer value in e-commerce: A preliminary investigation", Psychology & Marketing, 20(4), pp.323-347.
28.Cheng, J.M.S. & Kao, L.L.Y. (2004), "An Investigation of the Diffusion of Online Games in Taiwan: an Application of Roger's Diffusion of Innovation Theory", Journal of American Academy of Business, 5, pp.439-445.
29.Cheng, J.M.S., Sheen, G.J. & Lou, G.C. (2006), "Consumer acceptance of the internet as a channel of distribution in Taiwan-a channel function perspective", Technovation, 26(7), pp.856-864.
30.Chin W.W., Marcolin, B.L. & Newsted, P.R. (2003), "A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion / adoption study", Information Systems Research, 14, pp.189-217.
31.Chin, W.W. & Todd, P.A. (1995), "On the use, usefulness, and ease of use of structural equation modeling in MIS research: a note of caution. Source", MIS Quarterly, 19, pp.237-264.
32.Chin, W.W., Norman J. & Andrew S. (2008), "A fast form approach to measuring technology acceptance and other constructs", MIS Quarterly, 32(4), pp.687-703.
33.Collopy, F. (11996), "Biases in retrospective self-reports of time use: an empirical study of computer users", Management Science, 42(5), pp.758-767.
34.Cox, D.F. (1967), "The sorting rule model of the consumer product evaluation process in Risk Taking and Information Handling in Consumer Behavior", D. F. Cox, ed. Boston: Division of Research, Graduate School of Business Administration, Harvard University.
35.Crane, D. (1997), "Globalization, organizational size and innovation in the French luxury fashion industry: Production of culture theory revisited", Poetics, 24(3), pp.393-414.
36.Creusen, Marielle E.H. & Schoormans, Jan P.L. (2005), "The Different Roles of Product Appearance in Consumer Choice", Journal of Product Innovation Management, 22, pp.63-81.
37.Daniel, S.I.F. (2006), "Adult attachment patterns and individual psychotherapy: A review", Clinical Psychology Review, 26, pp.968-984.
38.Davis, F. D. (1989), "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, 13(3), pp.319-339.
39.Davis, F.D., Bagozzi, R.P. & Warshaw, P.R (1989), "User Acceptance of Computer Technology: A Comparison of Two Theoretic Models", Management Science, 35(8), pp.982-1003.
40.Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1992), "Extrinsic and intrinsic motivation to use computers in the workplace", Journal of Applied Social Psychology, 22(14), pp.1111-1132.
41.Deci, E. L., & Ryan, R. M. (1985), "Intrinsicmotivation and self-determination in human behavior", New York: Plenum Press.
42.Deci, E.L. (1971), "Effects of externally mediated rewards on intrinsic motivation", Journal of Personality and Social Psychology, 18, pp.105-115.
43.Deci, E.L. (1975), "Intrinsic motivation", New York: Plenum Publishing.
44.Deci, E.L., & Ryan, R.M. (1987), "The support of autonomy and the control of behavior", Journal of Personality and Social Psychology, 53, pp.1024-1037.
45.Deng, X.D., Doll, W.J., Hendrickson, A.R., & Scazzero, J.A. (2005), "A multi-group analysis of structural invariance: an illustration using the technology acceptance model", Information & Management, 42(5), pp.745-759.
46.Dholakia, U.M., Bagozzi, R.P., & Pearo, L.K. (2004), "A social influence model of consumer participation in network- and small-group-based virtual communities", Journal of Research in Marketing, 21, pp.241-263.
47.Dwyer, S., Mesak, H. & Hsu, M. (2005), "An exploratory examination of the influence of national culture on cross- national product diffusion", Journal of International Marketing, 13(2), pp.1-28.
48.Eastin, M.S. (2002), "Diffusion of e-commerce: An analysis of the adoption of four e-commerce activities", Telematics and Informatics, 19, pp.251-267.
49.Emanuela Mora (2006), "Collective production of creativity in the. Italian fashion system", Poetics, 34, pp.334-353.
50.Engel, J.F., Blackwell, R.D., & Kollat, D.T. (1995), "Life styles and consumption Behavior", Journal of Consumer Research, 6(4), pp.30-45.
51.Erez, A., Mikulincer, M., Van IJzendoorn, M.H. & Kroonenberg, P.M. (2008), "Attachment, personality, and volunteering: Placing volunteerism in an attachment - theoretical framework", Personal and Individual Differences, 44, pp.64-74.
52.Eric T.G. Wang, Ying, T.C., Jiang, J.J. & Klein, G. (2006), "Group Cohesion in Organizational Innovation: An Empirical Examination of ERP Implementation", Information and Software Technology, 48(4), pp.235-244.
53.Fell, D.R., Hansen, E.N & Becker, B.W. (2003), "Measuring innovativeness for the adoption of industrial products", Industrial Marketing management, 32, pp.347-353.
54.Fishbein, M., & Ajzen, I. (1975), "Belief, attitude, intention, and behavior: An introduction to theory and research", Reading, MA: Addison-Wesley.
55.Fitzmaurice J. (2005), "Incorporating Consumers' Motivations into the Theory of Reasoned Action", Psychology & Marketing, 22, pp.911-929.
56.Freeman, Christopher (1974), "The Economics of Industrial Innovation", London: Penguin Modern Economics Texts.
57.Fromkin, H.L. (1970), "Effects of experimentally aroused feelings of indistinctiveness upon valuation of scarce and novel experience", Journal of Personality and Social Psychology, 16, pp.521-529.
58.Gourville, J. & Soman, D. (2002), "Pricing and the psychology of consumption", Harvard Business Review, 80(9 , pp.90-96.
59.Gupta, S. & Kim, H.W. (2007), "The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase", International Journal of Electronic Commerce, 12(1), pp.127-158.
60.Thüring, M. & Mahlke, S. (2007), "Usability, aesthetics, and emotions in human-technology-interaction", International Journal of Psychology, 42(4), pp.253-264.
61.Ha, I., Yoon, Y. & Choi, M. (2007), "Determinants of Adoption of Mobile Games Under Mobile Broadband Wireless Access Environment", Information & Management, 44(3), pp.276-286.
62.Haa S., and Stoe, L. (2009), "Consumer e-shopping acceptance: Antecedents in a technology acceptance model, Journal of Business Research, 62(5), pp.565-571.
63.Hans van der Heijen (2004), "User acceptance of hedonic information system", MIS Quarterly, 28(4), pp.695-704.
64.Heckert, D.M. (1989), "The relativity of positive deviance: The case of the French Impressionists", Deviant Behavior, 10(2), pp.131-144.
65.Holbrook, M.B. & Hirschman, E.C. (1982), "The experiential aspects of consumption: Consumer Fantasies, feelings, and fun", Journal of Consumer Research, 9, pp.132-140.
66.Holbrook, Morris B., (1980), "Some Preliminary Notes on Research in Consumer Esthetics", in Advances in Consumer Research, ed., Olson C. Jerry, Ann Arbor: Association for Consumer Research, 7, pp.104-108.
67.Hsu M.H. & Chiu, C.M. (2004), "Internet self-efficacy and electronic service acceptance", Decision Support Systems 38, pp.369-381.
68.Hsu, C.L. & Lin, J. (2008), "Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation", Information & Management, 45(1), pp.65-74.
69.Hsu, C.L. & Lu, H.P. (2004), "Why Do People Play On-Line Games? An Extended TAM with Social Influences and Flow Experience", Information & Management, (41)7, pp.853-868.
70.Hsu, C.L., Lu, H.P. & Hsu, H.H. (2005), "Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)", OMEGA: International Journal of Management Science.
71.Hsu, H.H., Lu, H.P. & Hsu, C.L. (2007), "Mobile application acceptance of pre-adopters and post-adopters: a sociotechnical perspective", International Journal of Mobile Communications.
72.Huang, M.H (2005), "Web performance scale", Information & Management, 42(6), pp.841-852.
73.Im, I., Kim, Y. & Han, H.J. (2008), "The effects of perceived risk and technology type on users acceptance of technologies", Information & Management, 45, pp. 1-9.
74.John O. Summers (1972), "Media Exposure Patterns of Consumer Innovators", Journal of Marketing, 36, pp.43-49.
75.Jones, M.A., Reynolds, K.E. & Arnold, M.J. (2006), "Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes", Journal of Business Research, 59 (9), pp.974-981.
76.Kamis, A., Koufaris, M., & Stern, T. (2008), "Using an Attribute-Based Decision Support System for User-Customized Products Online: An Experimental Investigation," MIS Quarterly, 32(1), pp159-177.
77.Karahanna, E., Agarwal, R. & Angst, C.M. (2006), "Reconceptualizing compatibility beliefs in technology acceptance research", MIS Quarterly, 30(4), pp.781-804.
78.Kim, B.G., Park, S.C. & Lee, K.J. (2007), "A structural equation modeling of the Internet acceptance in Korea", Electronic Commerce Research and Applications, 6(4), pp.425-432p
79.Kim, J. & Forsythe, S. (2008), "Sensory enabling technology acceptance model (SE-TAM): A multiple-group structural model comparison", Psychology and Marketing, 25(9), pp.901-922.
80.Kort, P.M., Caulkins, J.P., Hartl, R.F. & Feichtinger, G. (2006), "Brand Image and Brand Dilution in the Fashion Industry", Automatica, 42, pp.1363-1370.
81.López-Nicolása, C., Molina-Castillo, F. J. & Bouwman, H. (2008), "An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models", Information & Management, 45, pp.359-364.
82.Lawrence C. Lockley (1968), "Styles in fashion and Marketing Scholarship: A Cautionary Note", Journal of Marketing, 32, pp.52-54.
83.Lim, E.A.C. & Ang, S.H. (2008), "Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning", Journal of Business Research, 61(3), pp.225-232.
84.Lin, J. & Lu, H.P. (2000), "Toward an Understanding of the Behavioral Intention to Use a Web Site", Information & Management, 20(3), pp.197-208.
85.Lundblad, J. (2003), "A Review and Critique of Rogers' Diffusion of Innovation Theory as it Applies to Organizations", Organization Development Journal, 21(4) pp.50-64.
86.Malcolm Barnard, ed. (2007), "Fashion Theory: A Reader". London and New York: Routledge.
87.Martin E (1989), "Consumer Behaviour Towards Fashion.European", Journal of Marketing, 23(7), pp.7-16.
88.Micki Eisenman (2004), "Aesthetic interfaces: a theory of symbolic differentiation", Academy of Management Best Conference Paper.
89.Miller, C.M., McIntyre, S.H. & Mantrala, M.K. (1993), "Toward Formalizing Fashion Theory", Journal of Marketing Research, 30(2), pp.142-157.
90.Moon, J.W. & Kim, Y.G. (2001), "Extending the TAM for a World-Wide-Web context", Information & Management, 38, pp.217-230.
91.Moon, J.W., & Kim, Y.G. (2001), "Extending the TAM for a World-Wide-Web context", Information & Management, 38(4), pp.217-230.
92.Nakayama, S. & Nakamura, Y. (2004), "A fashion model with social interaction", Physica A: Statistical and Theoretical Physics, 337(3-4), pp.625-634.
93.Nambisan, S., Agarwal, R., & Tanniru, M. (1999), "Organizational mechanisms for enhancing user innovation in information technology", MIS Quarterly, 23(3), pp.365-395.
94.Nystrom, Paul. (1928), "The Economics of Fashion". New York: Ronald Press.
95.O'Connor, E., & McCartney, K. (2007), "Attachment and cognitive skills: An investigation of mediating mechanisms", Journal of Applied Developmental Psychology, 28(5), pp.458-476.
96.Olson, J.C. & Jacob J. (1972), "Cue Utilization in the Quality Perception Process", in Proceedings of the Third Annual.
97.Pae, J.H. & Hyun, J.S. (2002), "The impact of technology advancement strategies on consumers' patronage decisions", Journal of Product Innovation Management, 19(5), pp.375-383.
98.Patrick Y. K. Chau & Hu, J.H. Paul (2001), "Information Technology Acceptance by individual professionals: a model comparison approach", Decision Sciences, 32(4), pp.699-719.
99.Pavitt, K., (1984), "Sectoral patterns of technical change: towards a taxonomy and a theory", Research Policy, 13, pp.343-373.
100.Peluso, P., Kern, R. & White, J. (2004), "A comparison of attachment theory and Individual Psychology", Journal for Counseling and Development, 82, pp.139-145.
101.Pilar Matud, M. (2004), "Gender differences in stress and coping styles", Personality and Individual Differences, 37, pp.1401-1415.
102.Pine, B. Joseph, & James Gilmore (1998), "Welcome to the Experience Economy", Harvard Business Review, 76(4), pp.97-105.
103.Pine, B. Joseph, & James Gilmore (2004), "The Experience Economy", Perennial.
104.Plummer, Joseph T. (1974), "The Concept and Application of Life Style Segmentation", Journal of Marketing, 38, pp.33-37.
105.Power, D. & Hauge, A. (2008), "No man's brand - brands, institutions, fashion and the economy", Growth and Change, 39(1), pp.123-143.
106.Pruthikrai Mahatanankoon (2007), "The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and M-commerce Intention", International Journal of Electronic Commerce, 12(1), pp.7-30.
107.Quey, T.M. & Malhotra, N.K. (2004), "Technology transformation and purposed play: model development and implications for high tech product development", International Journal of Technology Management, 28, pp.62-87.
108.Rai, A., Lang, S.S. & Welker, R.B. (2002), "Assessing the validity of IS success models: an empirical test and theoretical analysis", Information Systems Research, 13, pp.50-69.
109.Ramayah, T., Jantan, M., & Noraini, I. (2003), "Impact of intrinsic and extrinsic motivation on internet usage in Malaysia", The 12th International Conference on Management of Technology, Nancy, France.
110.Reinach, S.S. (2005), "China and Italy: fast fashion versus pr?t a porter - towards a new culture of fashion", Fashion Theory, 9, pp.43-56.
111.Reynold, W.H. (1968), "Cars and clothing: understanding fashion trends", Journal of Marketing, 32, pp.44-49.
112.Reynolds, F. D., & Darden, W.R. (1973), "Fashion theory and pragmatics: The case of the midi", Journal of Retailing, 49 (1), pp.51-62.
113.Richardson, P., Dick, A., & Jain, A. (1994), "Extrinsic and intrinsic cue effects on perceptions of store brand quality", Journal of Marketing, 58(4), pp.28-36.
114.Robinson, D.E. (1958), "Fashion theory and product design", Harvard Business Review, 36(6), pp.126-138.
115.Robinson, D.E. (1961), "The Economics of Fashion Demand", Quarterly Journal of Economics, 75 (3), pp.376-398.
116.Robinson, D.E. (1976), "Fashion in shaving and trimming of the beard: The men of the illustrated London News, 1842-1972.", American Journal of Sociology, 81, pp. 1133-1141.
117.Roca, J.C., Chiu, C.M. & Martinez, F.J. (2006), "Understanding E-learning continuance intention An extension of the Technology Acceptance Model", International Journal of Human-Computer Studies, 64, pp.683-696.
118.Rogers, E.M. (1976), "New product adoption and diffusion", Journal of Consumer Research, 2, pp.290-301.
119.Rogers, E.M. (1995), "Diffusion of Innovation", 4th ed., New York: Free press.
120.Sánchez-Franco, M.J. (2006), "Exploring the Influence of Gender on the Web Usage via Partial Least Squares", Behaviour & Information Technology, 25(1), pp.19-36.
121.Saade, R. & Bahli, B. (2005), "The impact of cognitive absorption on perceived usefulness and perceived ease of use in on-line learning: ea extension of the technology acceptance model", Information & Management, 42, pp.317-327.
122.Scarpi D. (2006), "Fashion Stores Between Fun and Usefulness", The Journal of Fashion Marketing & Management, 10(1), pp.7-24, ISSN: 1361-2026.
123.Schmitt, B.H. & Simonson, A. (1997), "Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image", New York: The Free Press.
124.Schumpeter, J.A. (1939), "Business cycles : a theoretical, historical, and statistical analysis of the capitalist process", 1st ed., London : McGraw-Hill.
125.Schweizer, T.S. (2003), "Managing interactions between technological and stylistic innovation in the media industries", Technology Analysis & Strategic Management, 15(1), pp.19-41.
126.Shang, R.A. Chen, Y.C. & Shen, L. (2005), "Extrinsic versus Intrinsic Motivations for Consumers to Shop Online", Information & Management, 42, pp.401-413.
127.Shih, Y.Y. (2006), "The effect of computer self-efficacy on enterprise resource planning usage", Behaviour & Information Technology, 25(5), pp.407-411.
128.Shin, D. & Kim, W. (2008), "Applying the technology acceptance model and flow theory to Cyworld user behavior: Implication of the Web2.0 user acceptance", CyberPsychology & Behavior. 11(3), pp.378-382.
129.Shin, D.H. (2009), "Determinants of customer acceptance of multi-service network: An implication for IP-based technologies", Information & Management, 46, pp.16-22.
130.Shusterman, Richard (1997), "The End of Aesthetic Experience", Journal of Aesthetics & Art Criticism, 55, pp.29-41.
131.Simonson, I. & Nowlis, S.M. (2000), "The role of explanations and need for uniqueness in consumer decision making: unconventional choices based on reasons", Journal of Consumer Research, 27, pp.49-68.
132.Slater, S.F. & Mohr, J. (2006), "Successful development and commercialization of technological innovation: insights based on strategy type", Journal of Product Innovation Management, 23, pp.26-33.
133.Snyder, C.R. & Fromkin, H.L. (1977), "Abnormality as a positive characteristic: the development and validation of a scale measuring need for uniqueness", Journal of Abnormal Psychology, 86, pp.518- 527.
134.Soman, D. & Gourville, J. (2002), "Pricing and the Psychology of Consumption", Harvard Business Review, 80, pp.91-96.
135.Sproles, G.B. (1978), "Fashion: consumer behavior toward dress", Minneapolis, Minn. Burgess.
136.Sproles, G.B. (1981), "Analyzing Fashion Life Cycles - Principles and Perspectives", Journal of Marketing, 45, pp.116-124.
137.Sproles, G.B. (1981), "The Role of Aesthetics in Fashion-Oriented Consumer Behavior", in G. B. Sproles (ed.), Perspective of Fashion, Minneapolis: Burgess Publishing Company:, pp.124-127.
138.Srite, M. & Karahanna, E. (2006), "The role of espoused national cultural values in technology acceptance", MIS Quarterly, 30, pp.679-704.
139.Steven A. Baumgarten (1975), "The Innovative Communicator in the Diffusion Process", Journal of Marketing Research, 12, pp.12-18.
140.Straub, D., Limayem, D. & Karahanna-Evaristo E. (1995), "Measuring system usage: Implications for IS theory testing", Management Science, 41(8), pp.1328-1342.
141.Straub, D.W. (1989), "Validating instruments in MIS Research", MIS Quarterly, 13(2), pp.147-166.
142.Sun, H. & Zhang, P. (2004), "An empirical study on the roles of affective variables in user adoption of search engines", Proceedings of third Pre-ICIS Human Computer Interaction (MIS/HCI) Workshop, Washington, DC.
143.Sun, H. & Zhang, P. (2006), "The role of moderating factors in user technology acceptance", International Journal of Man-Machine Studies, 64, pp.53-78.
144.Sun, H. & Zhang, P. (2008), "An exploration of affect factors and their role in user technology acceptance: Mediation and causality", Journal of the American Society for Information Science and Technology, 59(8), pp.1252-1263.
145.Swan, K., Kotabe, S.M., & Allred, B.B. (2005), "Exploring robust design capabilities, their role in creating global products, and their relationship to firm performance", The Journal of Product Innovation Management, 22(2), pp.144-164.
146.Tepper, K. (1994), "Need for Uniqueness: An individual difference factor affecting nonconformity in consumer response", In C.W. Park & D.C. Smith (Eds.), Marketing theory and applications: Proceedings of the 1994 AMA Winter Educators' Conference. Chicago: American Marketing Association.
147.Tepper. K. & McKenzie. K. (2001), "The long-term predictive validity of the consumers'need for uniqueness scale", Journal of Consumer Psychology, 10(3), pp.171-193.
148.Tepper. K., William O.B. & Hunter G.L. (2001), "Consumers' need for uniqueness: scale development and validation", Journal of Consumer Research, 28, pp.50-66.
149.Thomson, M., MacInnis, D.J. & Park, C.W. (2005), "The ties that bind: measuring the strength of consumers' emotional attachments to brands", Journal of Consumer Psychology, 15, pp.77-91.
150.Thong, J.Y.L., Hong, S.J. & Tam, K.Y. (2006), "The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance", International Journal of Human-Computer Studies, 64(9), pp.799-810.
151.Trusty, J., Ng, K., & Watts, R.E. (2005), "Model of effects of adult attachment on emotional empathy of counseling students", Journal of Counseling & Development, 83, pp.66-77.
152.Uddin, M.K (2006), "The role of diffusion of innovations for incremental development in small enterprises", Technovation, 26(2), pp.274-284.
153.Venkatesh, V. & Davis, F.D. (2000), "A theoretical extension of the technology acceptance model: Four longitudinal field studies", Management Science, 46(2), pp.186-204.
154.Venkatesh, V. (2000), "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model", Information Systems Research, 11(4), pp.342-365.
155.Virginia Postrel (2004), "The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture, & Consciousness", Perennial.
156.Vogel, C.M., Cagan, J. & Boatwright, P. (2005), "The design of things to come: how ordinary people create extraordinary products", Wharton School Publishing.
157.Wagner, Janet (1999), "Aesthetic Value: Beauty in Art and Fashion", in Morris B. Holbrook (eds) Consumer. Value: A Framework for Analysis and Research, Routledge, New York, pp.127-146.
158.Wang, Y.S. & Liao, Y.W. (2008), "Understanding Individual Adoption of Mobile Booking Service: An Empirical Investigation", CyberPsychology & Behavior, 11(5), pp.603-605.
159.Wells, W.D. & Douglas J.T. (1971), "Activities, Interests and Opinions", Journal of Advertising Research, 11(4), pp.27-35.
160.Wonglimpiyarata, J. & Yuberk, N (2005), "In support of innovation management and Roger's Innovation Diffusion theory", Government Information Quarterly, 22, pp.411-422.
161.Wood, W.A. (1960), "Psychological Dimensions of consumer Decision", Journal of Marketing Research, 24, pp.15-19.
162.Wortzel, L.H. & Frisbie, J.M. (1974), "Women's role portrayal preferences in advertisements: An empirical study", Journal of Marketing, 38, pp.41-46.
163.Wu, I.L. & Chen, J.L. (2005), "An extension of Trust and TAM model with TPB in the initial adoption of online tax: an empirical study", International Journal of Human Computer studies, 62(6), pp.784-808.
164.Yang, J & Liu, C.Y. (2006), "New Product Development: An Innovation Diffusion Perspective", The Journal of High Technology Management Research, 17(1), pp.17-26.
165.Yi, M.Y., Jackson, J.D., Park, J.S., & Probst, J. C. (2006), "Understanding Information Technology Acceptance by Individual Professionals: Toward an Integrative View", Information & Management, 43(3), pp.350-363.
166.Yongjun, S. & Tinkham, S.F. (2005), "Brand personality structures in the United States and Korea common and culture-specific factors", Journal of Consumer Psychology, 15, pp.334-350.
167.Zhang, J. & Mao, E. (2008), "Understanding the acceptance of mobile SMS advertising among young Chinese consumers", Psychology & Marketing, 25(8), pp.787-805.
168.Zhenhui (Jack) J. & Benbasat I. (2007), "The effects of presentation formats and task complexity on online consumers' product understanding", MIS Quarterly, 31 (3), pp.475-500.