Consumer Behavior

Are Fashion Consumers Willing to Take Risks to Purchase A New Fashion Technology Product?

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Abstract

This research examined how perceived risks affect consumers’ purchase intention toward a fashion AI product and how consumer characteristics such as age affect consumers’ estimation of perceived risks. Perceived risk theory was used as a theoretical framework and four types of risks were selected: financial, performance, emotional, and security. Scales were obtained from established research. Amazon’s Echo Look was used as the stimulus. Empirical data (with 313 valid responses) were collected from the top 10 US metropolitan areas via Qualtrics Panel services. Descriptive statistics, reliability, multiple regression M/ANOVA, and LSD post hoc test were used to test the proposed hypotheses and theoretical framework. Results indicated that consumers’ perceived financial risk negatively influenced purchase intention while performance risk positively affected purchase intention and there was a significant effect for the age group on security risk. Theoretical and practical implications were presented.

Keywords: Age group, Perceived risks, Fashion Artificial Intelligence

How to Cite:

Liang, Y., Lee, S. & Workman, J. E., (2020) “Are Fashion Consumers Willing to Take Risks to Purchase A New Fashion Technology Product?”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12085