Consumer Behavior

Mirror, Mirror, How Do I Look in the Outfit? Exploring Consumers’ Preferences of Using a Magic Mirror in Apparel Shopping.

---

Abstract

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.

Keywords: Technology Acceptance Model, Virtual Retailing, Attitude, Privacy Risk, Magic Mirror

How to Cite:

Hasan, M. & Lang, C., (2020) “Mirror, Mirror, How Do I Look in the Outfit? Exploring Consumers’ Preferences of Using a Magic Mirror in Apparel Shopping.”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12010