Publicação
Mirror, Mirror in the Store: Consumer Privacy Concerns and Adoption of Smart Fitting Room
| Resumo: | This research evaluates the influence of consumer privacy concerns on consumers' intention to use the Smart Fitting Room technology within the physical retail fashion environment. As the fashion industry progressively adopts digital innovations, it becomes imperative to understand barriers to technology acceptance, with privacy concerns being identified as a major factor. This study incorporates additional constructs to the Technology Acceptance Model, related to privacy, trust, and hedonic motivations, providing an analysis of the factors influencing the adoption or non-adoption of the Smart Fitting Room. The research was conducted using a quantitative approach, collecting data via survey with a sample of 217. The collected data was analyzed using SPSS, allowing to infer the relationships between variables. The findings indicate that privacy concerns have a negative effect on consumers' intention to use Smart Fitting Room technologies and that perceived ease of use serves as a moderating variable. Certain hypotheses, however, were not supported by the data, suggesting areas for further investigation. The results of this study emphasized the importance of transparent privacy policies and user-centered design principles. These insights underscore the necessity for retailers to foster consumer trust and confidence by adopting transparent privacy practices and designing technologies that prioritize user comfort and security. |
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| Autores principais: | Garcia, Margarida Pereira Mendrico |
| Assunto: | Smart Fitting Room Privacy Concerns Consumer Behavior Technology Adoption Physical Retail Intention to Use SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 17 - Partnerships for the goals |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research evaluates the influence of consumer privacy concerns on consumers' intention to use the Smart Fitting Room technology within the physical retail fashion environment. As the fashion industry progressively adopts digital innovations, it becomes imperative to understand barriers to technology acceptance, with privacy concerns being identified as a major factor. This study incorporates additional constructs to the Technology Acceptance Model, related to privacy, trust, and hedonic motivations, providing an analysis of the factors influencing the adoption or non-adoption of the Smart Fitting Room. The research was conducted using a quantitative approach, collecting data via survey with a sample of 217. The collected data was analyzed using SPSS, allowing to infer the relationships between variables. The findings indicate that privacy concerns have a negative effect on consumers' intention to use Smart Fitting Room technologies and that perceived ease of use serves as a moderating variable. Certain hypotheses, however, were not supported by the data, suggesting areas for further investigation. The results of this study emphasized the importance of transparent privacy policies and user-centered design principles. These insights underscore the necessity for retailers to foster consumer trust and confidence by adopting transparent privacy practices and designing technologies that prioritize user comfort and security. |
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