Extending the Technology Acceptance Model to Consumer Perceptions of Fashion AI

This research intends to investigate consumers\u27 acceptance and purchase intention towards a fashion AI device so as to predict how consumers\u27 fashion sense will be affected by new technologies. The extended Technology Acceptance Model (TAM) was used as theoretical framework, along with performance risk and positive technology attitudes. Empirical data (with 313 valid responses) were collected from top 10 metropolitan areas in the US via Qualtrics Panel services. Structural equation modeling and multiple group analysis were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ acceptance and purchase intention were predicted by favorable attitudes toward the fashion AI device and positive technology attitude. Usefulness, ease of use, enjoyment, and performance risk significantly influence customers’ attitudes. Consumers of different levels of fashion involvement have various purchase intention. Theoretical and practical implications were presented