The Effect of Augmented Reality Technology Perception on Fashion Product Purchase Intention according to Technology Readiness

Abstract

The purpose of this study was to investigate the effect of augmented reality technology perception according to consumers’ technology readiness on fashion product purchase intention. We presented a video of a fashion product being virtually worn through an augmented reality app as a stimulus. After watching the video, respondents answered a questionnaire. Data collected from 507 male and female consumers in their 20s to 40s were used for the final analysis. As a result of exploratory factor analysis, technology readiness was extracted as four factors: innovativeness, optimism, discomfort, and insecurity. Cluster analysis was conducted using the technology readiness factor. As a result, the respondents were classified into four clusters according to their technology readiness: pioneers, skeptics, laggards, and explorers. As a result of examining the demographic differences according to technology readiness cluster, there was a significant difference only in gender. Also, the findings revealed a difference in the influence of perceived enjoyment and perceived usefulness on fashion product purchase intention according to the technology readiness cluster. These results can be helpful in establishing a marketing strategy for fashion retailers that want to introduce augmented reality technology.

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