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Mirror, Mirror in the Store: Consumer Privacy Concerns and Adoption of Smart Fitting Room
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| 1.16 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Business Intelligence
Palavras-chave
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