FACTORS AFFECTING NEW TECHNOLOGIES IN FASHION INDUSTRY IN THE UNITED KINGDOM: A SURVEY ON CUSTOMER’S PERSPECTIVE

Abstract

Purpose: Advance technologies such as “Artificial Intelligence (AI), Blockchain, Big Data, Internet of Things (IOTs), Augmented Reality (AR), and Virtual Reality (VR)”, are game changers, which are reshaping fashion industry work, and way to interact with customers. Despite advancements, there is still a lot of confusion about why some customers are quick to adopt these new tools while others hesitate. Hence, aim of this research is to understand customer’s perspective on “Factors influencing the adoption of new technologies within the United Kingdom fashion industry”.

Design/Methodology/Approach: To determine factors, “Theoretical/Conceptual Framework” is developed to present relationships between constructs such as “Perceive Ease Of Use (PEOU), Perceive Usefulness (PU), Social Influence (SI), Cost (C), Compatibility (Comp), and Customers Experiences (CE)” with “Technology Adoption (TA)”, based on Technology Adoption Model (TAM) and its extended constructs. Survey data were collected from 122 customers of UK fashion industry. Pearson correlation is performed for hypotheses testing and descriptive analysis is performed to analyse current trends, challenges, and recommendations.

Findings/Outcomes: The results indicate that all constructs PEOU, PU, SI, lower C, Comp, and CE have positive significance relations with TA. It is also reported complexity of technology interfaces as challenges for customers. Finding also highlighted lower cost and accessibility of technologies based applications and devices attract adoption.

Recommendations: Recommendations highlighted for fashion brands to focus on easy interface embedded with advanced technologies integration for customers. For technology developer, it is recommended focus on customisable interface, and lower cost of fashion apps and devices. For customer's, it is highlighted to engage with advanced applications, and participate in feedback to help brands.