Factors influencing older adults' intention to use virtual fitting room technology during the COVID-19 pandemic
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 22 September 2023
Issue publication date: 26 April 2024
Abstract
Purpose
The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM).
Design/methodology/approach
An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model.
Findings
The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology.
Originality
This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.
Keywords
Acknowledgements
Funding: This work was supported by the Non-laboratory scholarship/research support program (NSRP) at NC State University (grant numbers 82021).
Citation
Hwang, C., Jin, B., Song, L. and Feng, J. (2024), "Factors influencing older adults' intention to use virtual fitting room technology during the COVID-19 pandemic", Journal of Fashion Marketing and Management, Vol. 28 No. 3, pp. 444-459. https://doi.org/10.1108/JFMM-10-2022-0210
Publisher
:Emerald Publishing Limited
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