Abstract
<p class="MsoNormal"><span style="font-size: 10.5pt; line-height: 107%; font-family: Arial, sans-serif; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">The research aims to examine consumers’ behavioral intention to use the magic mirror to virtually try-on during purchasing clothing, and apparel in fashion retail shops. An extended Technology Acceptance Model (TAM) framework has been developed to analyze consumer behavior from technology, enjoyment, and privacy perspectives. A total of 200 usable responses (44.5% female, and 54% male) were used for analysis. A structural equation model was conducted to test the proposed research hypothesis. Findings show that perceived usefulness, and perceived enjoyment have significant influence while privacy and perceived ease of use remained less influential on consumers' attitude and behavioral intention to use a magic mirror. In order to understand how the magic mirror is contributing to improving consumers' shopping experience, the retailers must know which this research aims to examine. Implications have also been given to researchers and manufacturers of the magic mirror technology.</span><o:p></o:p>
Highlights
Many retailers are optimistic about this technology, some of them are still unconvinced about the true benefit of this technology and are trying to understand how it influences consumers’ purchase behavior (Inman & Nikolova, 2017)
All confirmatory factor analysis (CFA) loadings were higher than 0.5, which provided evidence for convergent validity; and the average variance extracted (AVE) for each construct was greater than 0.5 (Anderson and Gerbing, 1988), suggesting that each construct is well represented by its own indicators
The statistic results indicated that perceived usefulness (β=0.280, p
Summary
Many retailers are optimistic about this technology, some of them are still unconvinced about the true benefit of this technology and are trying to understand how it influences consumers’ purchase behavior (Inman & Nikolova, 2017). The adoption of new technologies will dominate the fashion retail industry in the forthcoming days (Jiang, 2017), empirical research on consumers’ behavioral intention to use of magic mirror is needed to explore. TAM has been widely used to assess consumers’ acceptance of technology (Moon & Kim, 2001), online shopping (Vijayasarathy, 2004). Participants were recruited by sending the survey link to potential participants through email Social media such as Facebook and Instagram was used to invite participants to conduct the research survey. After shown the video introducing the magic mirror, participants were requested to indicate their perceptions, attitude to, and acceptance intention of using magic mirror in their future apparel shopping. Ease of use (α =.869) was measured by two items. Five items were adopted to measure privacy risk (α =.789). The intention (α =.852) was measured by three items
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