Merchandising/Marketing/Retailing: Management

The Role of Cutting-Edge Fashion Technology on Consumer-Brand Relationships: The Moderating Effect of Interactive Smart Mirror Types

Authors: Hyo Jung (Julie) Chang (Texas Tech University) , Jo Woon Chong (Texas Tech University) , Kamrul Foysal (Texas Tech University) , Francine Bruess (Texas Tech University)

Abstract

This study is designed to examine the effects of two types of smart mirrors, in relation to personal characteristics, on technology and brand perceptions as well as shopping intention. By applying the balance theory, we used a quantitative research design to test our model using structural equational modeling and multi-group analysis with 639 completed data. The key finding is that the mirror type I was more effective than type II. The simplicity and availability of the mirror type I may create more connection between the technology and the brand. Even though the luxury brand image was higher for the brand using the mirror type II, this image negatively impacted the intention to shop. It was also found that innovativeness is a crucial factor in feeling positive about technology. Future research should explore the moderating effects of personal characteristics and demographic factors (e.g., hedonic motivation, gender).

Keywords: Interactive smart mirror, consumer-brand relationship, quantitative research, balance theory, intention to shop

How to Cite: Chang, H. , Chong, J. , Foysal, K. & Bruess, F. (2022) “The Role of Cutting-Edge Fashion Technology on Consumer-Brand Relationships: The Moderating Effect of Interactive Smart Mirror Types”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.15995