Merchandising/Marketing/Retailing: Management

Dreams Really Do Come True: How 3D Technology Will Shake the Future of Online Retailing

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Abstract

Theretail industry today is rapidly changing and seeks innovative approaches forsuccess in the business world. Through hardships and growth, one can see theindustry change and develop in many ways. Along with thisever increasing change, COVID-19 has created an even bigger push for 3Dtechnology to be implemented in the industry. Adaptedfrom the theory of planned behavior (Ajzen, 1985), we proposed a research model to investigate the significant drivers that evoke the excitement of3D technology, which in turn increases Gen Z consumers’ 3D technology adoptionintentions. The findings suggest that Gen Z consumers are willing to adopt 3D technology when given the information of thesustainability attributes the technology offers, thus allowing environmentalconcern to be a factor that excites them and leads them to adopt the technology.

Keywords: Digital Patterns, Sustainability, Retail Industry, Generation Z, Online shopping frequency

How to Cite:

Westbrook, R., Vice, J., Jai, T. (. & Chang, H. J., (2022) “Dreams Really Do Come True: How 3D Technology Will Shake the Future of Online Retailing”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13589