Abstract
This research topic focuses on how textile product styles, colors and designs, utilizing the digital inject printing technology, affect consumers' purchasing intention and behavior. Digital inject printing is a revolutionary innovation of fabric printing technology in the textile manufacturing process, through which the data can be utilized to monitor the textile printing quality; and to overcome the traditional fabric printing limitation. This research uses 12 pictures that feature different pattern designs in different styles and colors to analyze how customers will favor each one of the different combinations. Based on the 12 pictures, we will get a better understanding on the elements of the designs that are more preferred by interviewees with different attributes. The results show that interviewees in older age, higher monthly income, and greater monthly disposable income, have a distinct preference in images of classic and modern designs in bright, cool/warm color mixing. They also signify their preference of silky, soft and smooth hand-felt material. This research finding on styles and colors and pattern preferences represents provide in-depth insight for future of new product development for different client bases through the innovative applications of digital inject printing technology.
