Abstract:

Background: The rapid convergence of consumer technology and style has birthed “IT fashion,” where digital devices serve as pivotal symbols of self-expression rather than mere functional utilities. Products such as smartphones, smartwatches, wireless headphones, VR headsets, and other wearable or portable technologies are increasingly evaluated not only for their technical performance, but also for their aesthetic appeal, social visibility, and symbolic value. In this context, consumers may use digital devices to express identity, lifestyle, status, belonging, and participation in current trends. Despite high adoption rates, a persistent “Willingness-to-Pay (WTP) Gap” exists in the market; consumers often acquire trendy devices for their social status but frequently oppose premium pricing unless a strong relational bond and credible brand evaluation are established. This phenomenon is particularly evident in Gen Z consumers, who navigate a complex digital landscape influenced by social media narratives, influencer visibility, peer comparison, and rapidly changing trend cycles.