Extending the Technology Acceptance Model to Consumer Perceptions of Fashion AI

dc.contributor.author Liang, Yuli
dc.contributor.author Lee, Seung-Hee
dc.contributor.author Workman, Jane
dc.date 2019-02-01T10:21:41.000
dc.date.accessioned 2020-06-30T05:43:54Z
dc.date.available 2020-06-30T05:43:54Z
dc.date.issued 2018-01-01
dc.description.abstract <p>This research intends to investigate consumers' acceptance and purchase intention towards a fashion AI device so as to predict how consumers' fashion sense will be affected by new technologies. The extended Technology Acceptance Model (TAM) was used as theoretical framework, along with performance risk and positive technology attitudes. Empirical data (with 313 valid responses) were collected from top 10 metropolitan areas in the US via Qualtrics Panel services. Structural equation modeling and multiple group analysis were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ acceptance and purchase intention were predicted by favorable attitudes toward the fashion AI device and positive technology attitude. Usefulness, ease of use, enjoyment, and performance risk significantly influence customers’ attitudes. Consumers of different levels of fashion involvement have various purchase intention. Theoretical and practical implications were presented.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/90/
dc.identifier.articleid 3322
dc.identifier.contextkey 13626143
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2018/presentations/90
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/52277
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/presentations/90/MM_Liang_Lee_Workman_Consumer_Perceptions_of_Fashion_AI_RES.pdf|||Sat Jan 15 02:27:01 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Marketing
dc.subject.disciplines Sales and Merchandising
dc.subject.disciplines Technology and Innovation
dc.title Extending the Technology Acceptance Model to Consumer Perceptions of Fashion AI
dc.type event
dc.type.genre oral
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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