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The purpose of this paper is to explore the relationship between consumers’ purchase motivations to show support for university programs and the influence of merchandise quality cues on their purchase decision, and examine how one's affiliation with a university (official or non-official) moderates this relationship.

This research utilized a mail survey of university bookstore customers from the USA and Canada. The university, located in the USA, has an international reputation for its academic programs, its athletic teams, and its religious affiliation.

Our findings demonstrate the significance of athletic programs over academic programs and religious values in motivating purchases of licensed university merchandise.

These findings have significant implications for several stakeholders in the business of retailing licensed merchandise. In particular, university licensors and their bookstore retailers may consider managing their inventory of licensed products to reflect the greater relative importance athletic teams have in the purchase decision process.

This paper adds to our understanding of customer motivations to purchase university licensed merchandise, and the conditions when merchandise quality is a key decision driver.

The aim of this study was to develop a smart wearable mask designed for the prevention of respiratory infectious diseases by understanding consumer's preferences in designs and functions of the smart wearable masks.

To develop a smart mask design, a survey was conducted on Chinese consumers in their 20–40s and analyzed their mask wearing behaviors, preferences and caring aspects of masks. The collected data were analyzed to identify the demographic characteristics of the subjects surveyed by using the SPSS program, and technical statistical analysis was conducted. To identify differences in demographic characteristics, an independent samples t-test, one-way analysis of variance and Scheffe's ad hoc test were conducted.

Based on the research results, design guidelines for wearable masks were defined, and four wearable mask designs were developed and presented in 2D and 3D images based on the design guidelines. There were significant differences among people with different backgrounds.

It is significant that this research presents smart wearable mask design guidelines and designs through supplementation and improvement of existing mask. It is expected that this research provides basic empirical data for mask designs through the planning of smart wearable mask designs and surveys assessing consumer perceptions, attitudes and satisfaction.