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Will Smart Mirror Fashion Technology revolutionize fashion retail? A study of customer-perceived drivers and barriers to adoption

Palumbo, Marie
(2024)

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PALUMBO_42271900_2024.pdf
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PALUMBO_42271900_2024_APPENDIX1.pdf
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Details

Supervisors
Hazée, Simon
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
Artificial intelligence (AI) has been booming for some years now and is being integrated into a wide range of fields. It has reached the retail sphere in particular, where in an increasingly competitive environment due to the emergence of e-commerce, retailers are introducing new technologies into their in-store environment to improve the customer experience. Smart Mirror Fashion Technology (SMFT) in particular is gaining popularity among these new innovative retail formats, but although this technology is developing, related research is still limited since it is still a relatively new concept. Prior research is mainly based on classic behavioral models which mainly analyzed generic reasons for SMFT adoption without considering reasons against. For this reason, this research focuses on identifying consumer drivers and barriers to SMFT adoption from a behavioral reasoning perspective. Through exploratory in-depth qualitative interviews (n = 31), this study highlights three reasons for (i.e., convenience, pleasant shopping experience, and decision efficacy) and five reasons against (i.e., technology concerns, process inconvenience, ESG concerns, unpleasant shopping experience, and marketing practices frustration) adopting SMFT. This research also suggests that certain contextual variables influence the impact of related factors such as parents with children, time pressure, shopping with friends, season, mirror’s level of intelligence, and public space location. Therefore, this study contributes to the existing literature on smart retail technologies (SRT) by identifying new drivers as well as barriers to SMFT adoption and by introducing contextual variables that reinforce related reasons’ effect. These findings therefore provide retailers with useful insights on how to foster SMFT acceptance in their in-store environment.