Consumer Behavior

A Study of Key Factors Influencing the Attitude of Adaptive Clothing Consumers toward Purchase Online

Authors
  • Muzhen Li (University of Kentucky)
  • Li Zhao (University of Missouri)

Abstract

This study investigates the factors influencing the attitude of adaptive clothing consumers toward online purchases, combining the Functional, Expressive, and Aesthetic (FEA) theory and the Technology Acceptance Model (TAM). It examines how online adaptive clothing characteristics affect consumer perception and attitude. Survey data from 434 consumers with adaptive clothing purchase experience reveals that perceived comfort significantly reduces perceived online product risk and enhances enjoyment, influencing the perceived usefulness of online shopping. The study finds that ease of use, usefulness, and enjoyment positively impact consumers’ attitudes toward purchasing adaptive clothing online. The study highlights the importance of perceived comfort in online adaptive clothing shopping. The results suggest that online retailers could enhance the shopping experience by showcasing comfort features through virtual try-ons, introductory videos, and high-resolution images.

Keywords: Adaptive clothing, Perceived value, FEA theory, TAM theory

How to Cite:

Li, M. & Zhao, L., (2024) “A Study of Key Factors Influencing the Attitude of Adaptive Clothing Consumers toward Purchase Online”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17144

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Published on
20 Jan 2024
Peer Reviewed