Investigation of Chinese Consumers’ Adoption Intention Toward Smart Closet: A Perspective of Psychological Needs and Motivations

Abstract

Tackling the problem of “having a closet full of clothes but nothing to wear”, Smart Closet apps have emerged in recent years as a digital closet assistant. By integrating the Technology Acceptance Model (TAM) and Self-Determination Theory (SDT), this study investigated Chinese consumers’ adoption intention toward Smart Closet from the motivational and underlying psychological needs perspective. Data from 346 Chinese consumers were collected via an online survey and analyzed by using structural equation modeling (SEM) and multi-group comparisons. Results indicated that two basic psychological needs, perceived autonomy and perceived relatedness, had positive impacts on consumers’ motivational perceptions of Smart Closet, perceived usefulness and perceived enjoyment, which in turn positively influenced their adoption intention. Additionally, consumers’ fashion consciousness was found having a moderating effect on the adoption process. This study not only provides insights of Chinese consumer behavior, also lends managerial implications to practitioners pertaining to the implementation of Smart Closet.