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Drawing upon categorization theories and prior research on technology acceptance, the authors conduct two empirical studies to show that (a) smart glasses are perceived as technology but vary in their degree of fashion, (b) the perception of smart glasses determines the factors that explain adoption intention, and (c) a majority of consumers process smart glasses as a combination of fashion and technology (\u201cfashnology\u201d), whereas a smaller number of consumers perceive them exclusively as technology or fashion, respectively.<\/jats:p>","DOI":"10.1515\/icom-2016-0021","type":"journal-article","created":{"date-parts":[[2016,7,14]],"date-time":"2016-07-14T07:29:51Z","timestamp":1468481391000},"page":"179-194","source":"Crossref","is-referenced-by-count":59,"title":["Fashion or Technology? A Fashnology Perspective on the Perception and Adoption of Augmented Reality Smart Glasses"],"prefix":"10.1515","volume":"15","author":[{"given":"Philipp A.","family":"Rauschnabel","sequence":"first","affiliation":[{"name":"Assistant Professor of Marketing, University of Michigan-Dearborn, Dearborn, MI, USA,"}]},{"given":"Daniel W.\u2009E.","family":"Hein","sequence":"additional","affiliation":[{"name":"Research Assistant, University of Bamberg, Bamberg, Germany"}]},{"given":"Jun","family":"He","sequence":"additional","affiliation":[{"name":"Associate Professor of MIS, University of Michigan-Dearborn, Dearborn, MI, USA"}]},{"given":"Young K.","family":"Ro","sequence":"additional","affiliation":[{"name":"Associate Professor of Operations Management, University of Michigan-Dearborn, Dearborn, MI, USA"}]},{"given":"Samir","family":"Rawashdeh","sequence":"additional","affiliation":[{"name":"Assistant Professor of Electrical and Computer Engineering, University of Michigan-Dearborn, Dearborn, MI, USA"}]},{"given":"Bryan","family":"Krulikowski","sequence":"additional","affiliation":[{"name":"Morpace Inc., Shanghai, China"}]}],"member":"374","published-online":{"date-parts":[[2016,8,16]]},"reference":[{"key":"2025120518145361657_j_icom-2016-0021_ref_001","unstructured":"Ajzen, I., and Fishbein, M. 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