Rohden, Simoni FernandaAmorim, Margarida Costa Pessoa de2024-11-042024-11-042024-10-29http://hdl.handle.net/10362/174516Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis research investigates how Artificial Intelligence impacts customer behaviour in the retail industry, focusing on consumer perceptions and how these perceptions condition their intents to use the technology. Innovative technologies, such as machine learning and automation, have reshaped various industries. Smart Mirrors are an emerging innovative solution in retail that blends digital and physical experiences. In order to better understand customer’s behaviours towards Smart Mirrors, the present study includes two new variables - Perceived Risk and Intention to do Word of Mouth – to the Technology Acceptance Model (TAM), which serves as its theoretical foundation. For a deeper research, control variables Privacy Concerns and Consumer Innovativeness were also examined to provide a deeper analysis. Through a quantitative study using a convenience sample of Portuguese consumers who frequently shop for clothing at mass market retail stores, data were collected via an online survey distributed through social media, resulting in 299 valid responses. Regression and ANOVA were used in the analysis, conducted through SPSS, to assess the relationships between variables. Findings suggest that Perceived Usefulness is the most influential factor in consumers’ attitudes and behavioural intention towards using smart mirrors. Attitude Towards Using was confirmed as a mediator, indicating that Attitude Towards Using mediates the relationship between the independent and the dependent variables. The study emphasizes the importance of improving perceived usefulness and ease-of-use while addressing privacy and security concerns. Furthermore, it highlights important limitations related to sample size and data collection timing, recommending future research to incorporate additional variables and to adopt mixed methods approach for broader understanding of consumer adoption patterns.engSmart MirrorsConsumer ExperienceArtificial IntelligenceRetail TechnologyInteractive TechnologySDG 9 - Industry, innovation and infrastructureSDG 11 - Sustainable cities and communitiesSDG 12 - Responsible production and consumptionSDG 17 - Partnerships for the goalsmaster thesis203795660