Abstract: The paper investigates into the assumptions of model homo economicus and changes in developing the theory over the decades. The aim of the paper is to introduce and discuss the assumptions and further offer an overview of different approaches. During past years the theory switched from homo economicus to real description of current people handling at financial markets. At the end we introduce a basic model that could be the background for further investigation of models replacing homo economicus.

• Publication Date: 27-Aug-2014
• DOI: 10.15224/978-1-63248-027-9-45
• Views: 0
• Downloads: 0

Abstract: Smart clothing competes in global market, so investigation of its adoption should be country specific in order to provide information important to its acceptance in different countries. The market share of technology and fashion products is increasing in Asia Pacific. There are differences between Chinese and Korean consumers regarding technology adoption and clothing consumer behavior. Thus, this study compares between country differences in the relation of personal innovation and price perception to smart clothing acceptance intention. As a result, smart clothing marketing strategies should emphasize technology innovation to reduce Chinese consumers’ price perception. Smart clothing manufacturers should design smart clothing that Korean consumers perceive as aesthetically pleasing in order to increase product acceptance

• Publication Date: 27-Aug-2014
• DOI: 10.15224/978-1-63248-027-9-46
• Views: 0
• Downloads: 0