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Smart Fitting Rooms: Acceptance of Smart Retail Technologies in Omni-Channel Physical Stores

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HCI in Business, Government and Organizations (HCII 2022)

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Abstract

In response to increasing growth rates in online retail and changing consumer behavior, many retailers are pursuing an omni-channel strategy. Smart retail technologies, such as smart fitting rooms, help to integrate online and offline channels and to create a strong, holistic customer experience.

This research investigates the drivers and barriers regarding the use of smart fitting rooms in German fashion retailing by extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) by the variables ‘need for interaction’ and ‘willingness to provide personal information’. ‘Age’, ‘gender’ and ‘experience’ were examined as moderator variables. Data was collected using a quantitative online survey and analyzed by means of regression analysis.

The most significant and substantial factors influencing consumers’ intention to use smart fitting rooms proved to be ‘hedonic motivation’, ‘performance expectancy’ and ‘willingness to provide personal information’. The variables ‘effort expectancy’ and ‘facilitating conditions’ have a weak significant influence on the use intention. ‘Social influence’ and ‘need for interaction’ did not prove to be influential in this study.

The examination of moderator effects showed that ‘age’ only moderated the influence of ‘willingness to provide personal information’ while there were gender differences for ‘performance expectancy’ and ‘hedonic motivation’. The results also show that, especially the predictor ‘facilitating conditions’ has a much larger effect for inexperienced users.

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Author information

Authors and Affiliations

  1. University of Applied Sciences Niederrhein, Krefeld, Germany

    Larissa Brümmer & Silvia Zaharia

Authors
  1. Larissa Brümmer
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  2. Silvia Zaharia
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Corresponding author

Correspondence to Silvia Zaharia .

Editor information

Editors and Affiliations

  1. City University of Hong Kong, Hong Kong, Hong Kong

    Fiona Fui-Hoon Nah

  2. City University of Hong Kong, Hong Kong, Hong Kong

    Keng Siau

Appendices

Appendix 1: Operationalization of the Constructs

Behavioral intention

Source

BI_1

If I had the chance in the future, I would use SFR

Nysveen/Pedersen (2014)

BI_2

I cannot imagine using SFR in the future

Venkatesh et al. (2012)

Weinhard et al. (2017)

BI_3

If you had the chance, how likely would it be that you would use SFR?

Nysveen/Pedersen (2014)

Performance expectancy

 

PE_1

I would find SFR useful for trying on clothing

Venkatesh et al. (2012)

PE_2

Using SFR would help me to try clothing on quicker

Venkatesh et al. (2012)

PE_3

Using SFR would help me make easier and more targeted decisions on articles of clothing

Venkatesh et al. (2012)

Weinhard et al. (2017)

PE_4

The use of SFR would improve the experience of trying on clothes for me (e.g. through personalized product suggestions)

Nysveen/Pedersen (2014)

Effort expectancy

 

EE_1

I would find it easy to use SFR

Venkatesh et al. (2012)

Weinhard et al. (2017)

EE_2

I think using SFR is easy and straightforward

Venkatesh et al. (2012)

Weinhard et al. (2017)

EE_3

I imagine the use of SFR is complicated

Venkatesh et al. (2012)

EE_4

I think that I could operate SFR without issue

Venkatesh et al. (2012)

Social influence

 

SI_1

Whether I use SFR in the future will be influenced by…

… friends‘ or family members‘ recommendations

Venkatesh et al. (2012)

Nysveen/Pedersen (2014)

SI_2

... friends‘ or family members‘ previous positive experiences

Venkatesh et al. (2012)

Nysveen/Pedersen (2014)

SI_3

... whether friends or family members have used SFR in the past

Venkatesh et al. (2012)

Nysveen/Pedersen (2014)

Facilitating conditions

 

FC_1

With the help of a tutorial (“directions“) that explains the functions for operating SFR, I think I would be capable of using one

Venkatesh et al. (2012)

FC_2

I think that my technical know-how is sufficient for using SFR

Venkatesh et al. (2012)

FC_3

With assistance from sales associates, I think I would be capable of using SFR

Venkatesh et al. (2012)

FC_4

I know how to find out more about operating SFR

Venkatesh et al. (2012)

Hedonic motivation

 

HM_1

I imagine using SFR is entertaining

Venkatesh et al. (2012)

HM_2

I think it would be fun to use SFR

Venkatesh et al. (2012)

HM_3

I think it would be boring to use SFR

Venkatesh et al. (2012)

HM_4

It would be an interesting experience to use SFR

Tyrväinen et al. (2020)

Need for Interaction

 

NFI_1

I like to receive personal recommendations when trying on clothes

Demoulin/Djelassi (2015)

NFI_2

Interacting with sales associates makes trying on clothes more fun for me

Demoulin/Djelassi (2015)

NFI_3

Receiving personal recommendations from sales associates when trying on clothes is not important to me

Demoulin/Djelassi (2015)

NFI_4

It bothers me when I do not get personal recommendations from sales associates when trying on clothes

Demoulin/Djelassi (2015)

Willingness to provide personal information

 

WTPPI_1

I would provide my personal information (address and financial data) in order to place an online order through SFR

Dinev/Hart (2006)

WTPPI_2

I would register my customer account to use the SFR

Weinhard et al. (2017)

WTPPI_3

In order to take advantage of all the features of SFR, I would provide my personal information (e.g. customer ID, address & financial data)

Weinhard et al. (2017)

WTPPI_4

I would provide my personal information in order to access personalized content (e.g. personalized product recommendations)

Weinhard et al. (2017)

Appendix 2: Results of Hypotheses Tests for the Moderating Effects of Age, Gender and Experience

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Brümmer, L., Zaharia, S. (2022). Smart Fitting Rooms: Acceptance of Smart Retail Technologies in Omni-Channel Physical Stores. In: Fui-Hoon Nah, F., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2022. Lecture Notes in Computer Science, vol 13327. Springer, Cham. https://doi.org/10.1007/978-3-031-05544-7_33

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  • DOI: https://doi.org/10.1007/978-3-031-05544-7_33

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