ABSTRACT

This study  aims to gather precise information on the  real fabric color and texture, and purchasing intention of mobile shoppers buying clothes. Eighty volunteers participated in the sensory test on three smartphones with four colors and two fabrics- smooth taffeta and hairy doeskin. This study carried out the posteriori test using the one-way ANOVA and Duncan test by SPSS21.0. In the analysis’ results of color preference, there were no differences among the four colors of taffeta between the smartphones, but different preferences between the red and yellow doeskin exist. In the case of the  Samsung  phone, which has an immense color distortion, the red fabric has a low color preference.  In contrast, on the Apple phone yellow fabric had the highest preference because of its brightness.  The Apple phone also has the highest purchasing intention of yellow colored taffeta, which is similar to the color preference results,  although the real fabric has the opposite result.  For doeskin, the real red and blue colored fabric has the highest purchasing intention. The Samsung phone has the biggest color mismatch with the real fabric. It also has the lowest purchasing intention of red taffeta fabric, while the LG phone has the lowest purchasing intention of blue fabric. Using the paired comparison method of the similarity between ‘real’ fabrics and the mobile version of fabric colors has a low similarity on all four colors of taffeta and doeskin fabrics. Therefore it can be concluded that phones do not represent the ‘real’ fabric color.

KEYWORD

preference, smartphone, texture, purchasing intention, ensory test

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