Skip to main content
Consumer Behavior

Do Enjoyment and Concerns regarding Fashion Service Robots Interplay to Influence Adoption Propensity?

Authors
  • Inhwa Kim (University of Tennessee, Knoxville)
  • Christina Soyoung Song orcid logo (Illinois State University)
  • Youn-Kyung Kim (University of Tennessee)

Abstract

As Fashion Service Robots (FSRs) increasingly permeate the retail landscape, understanding the emotional dynamics that influence consumer acceptance is crucial. Drawing on affect balance theory, this study investigates how consumer innovativeness and autonomy impact emotional responses—namely, participatory enjoyment and concerns—toward FSRs, and examines how these emotions interact to affect adoption propensity. A total of 442 participants viewed a video we created and participated in a web-based survey, with the data subsequently analyzed using Structural Equation Modeling (SEM). Results indicate that consumer innovativeness enhances participatory enjoyment, while consumer autonomy heightens concerns. Additionally, the findings reveal that higher levels of enjoyment can mitigate the adverse effects of concerns, promoting greater adoption propensity. This study underscores the importance of balancing positive and negative emotions, suggesting that enhancing positive experiences and addressing privacy and reliability concerns are key to fostering FSR adoption in fashion retail.

Keywords: AI, fashion service robot, innovativeness, autonomy, enjoyment, concerns, robot adoption

How to Cite:

Kim, I., Song, C. & Kim, Y., (2025) “Do Enjoyment and Concerns regarding Fashion Service Robots Interplay to Influence Adoption Propensity?”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18850

Downloads:
Download PDF
View PDF

79 Views

19 Downloads

Published on
2025-01-18

Peer Reviewed