The Effect of Consumers' Technological Readiness on Perceived Shopping Value and Word-of-Mouth in Fashion AR Store

Abstract

The purpose of this study is to investigate the effects of consumers’ technological readiness on perceived shopping value and word-of-mouth intention for fashion augmented reality (AR) stores. After female consumers aged 20-40 watched a video of a consumer trying on clothes virtually through a smart mirror in a fashion store, they responded to the questionnaire previously conducted for the present analysis. Finally, data stemming from a total of 322 respondents were used for analysis. Partial Least Squares (PLS) analysis was performed using SmartPLS 3.0, leading to the following results. First, optimism and innovativeness were both found to have a significant effect on hedonic and utilitarian shopping values as well. Second, discomfort and insecurity only affected the utilitarian shopping. Third, the analysis concluded that only hedonic value had a significant effect on word-of-mouth intention in fashion augmented reality stores. In other words, it was revealed that hedonic shopping value perceived by consumers in a fashion store, where augmented reality was applied, had a significant effect on word-of-mouth intention.