Consumer adoption of smart in-store technology: assessing the predictive value of attitude versus beliefs in the technology acceptance model

Hye Young Kim, Ji Young Lee, Jung Mee Mun, Kim K.P. Johnson

Research output: Contribution to journalArticlepeer-review

62 Scopus citations

Abstract

An explosion of smart technologies provides fashion retailers with innovative ways to transform the shopping experience and capitalise on strategic opportunities. Due to the fast growth of smart in-store technology (SIST) applications in retailing (e.g. tablets, smartphones, WiFi, augmented reality, apps, video, virtual catalogues, and smart tags), it is critical for academic researchers as well as retailers to understand consumer responses to these technologies. Thus, we examined the applicability of the technology acceptance model (TAM) for explaining consumer adoption of SIST. Online survey data (N = 657) were collected from US consumer panels managed by a marketing research firm in three different SIST settings (i.e. virtual mirror, socially interactive dressing room, and Radio Frequency IDentification music tag). The data indicated that the effects of the TAM beliefs on behavioural intention varied across the three SIST settings. Results also showed mixed evidence about the full mediating role of attitude in applying the TAM to SIST.

Original languageEnglish (US)
Pages (from-to)26-36
Number of pages11
JournalInternational Journal of Fashion Design, Technology and Education
Volume10
Issue number1
DOIs
StatePublished - Jan 2 2017

Bibliographical note

Publisher Copyright:
© 2016, © The Textile Institute and Informa UK Ltd 2016.

Keywords

  • Apparel
  • attitude
  • retailing
  • smart technology
  • technology acceptance

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