The Impact of Using Smart Fashion Mirrors on Perceived Customer Satisfaction in Fashion Retailing Stores

Authors

Tawfeeq M. Alanazi, Marketing Department, Faculty of Business Administration, University of Tabuk, Tabuk, Saudi ArabiaFollow
Sultan Alaswad Alenazi, Marketing Department, College of Business Administration, King Saud University, Riyadh, Saudi ArabiaFollow

Abstract

New technologies of Internet-of-Things such as smart mirrors gained a great attention from retailers in fashion industry. The aim of this study is to explore such an impact using technology acceptance model, i.e., perceived usefulness and perceived ease to use smart fashion mirrors on retailers’ intention to use such a new technology, and hence on customer satisfaction. Using a questionnaire to gather data from a sample of retailers of fashion stores, the results, which was elucidated via IBM SPSS AMOS software, indicate the retailers’ perceived usefulness and perceived ease to use have significant impact on their intention to use smart fashion mirrors, which in turn significantly impacts perceived customer satisfaction. The study provides empirical results on using smart fashion mirrors and its impact on customer satisfaction from retailers’ perspectives.

Recommended Citation

M. Alanazi, Tawfeeq and Alaswad Alenazi, Sultan (2023) "The Impact of Using Smart Fashion Mirrors on Perceived Customer Satisfaction in Fashion Retailing Stores," Information Sciences Letters: Vol. 12 : Iss. 6 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol12/iss6/16