Title: Agile applications of artificial intelligence to apparel industry

Authors: Rui Gonçalves; Renato Lopes da Costa; Leandro Pereira; Álvaro Dias; Rui Vinhas da Silva; Natália Teixeira

Addresses: PIAGET Almada, Almada, Portugal ' Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' Winning Lab, Business Research Unit – BRU, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' Universidade Lusófona de Humanidades e Tecnologias, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, Lisbon, Portugal ' ISG – Business and Economics School, Lisbon, Portugal

Abstract: Artificial intelligence systems are increasing its importance in the field of creating value for companies who seek to gain competitive advantage. This is especially true for the online shopping apparel world, in the case of virtual try-on systems. Following this line of thought the theme consumers acceptance of artificial intelligence virtual try-on systems when shopping online apparel came up as a research problem. In this sense this investigation intendeds to study the acceptance by consumers of the virtual try-on artificial systems when buying apparel online according to specific variables previously defined. To assess this, a quantitative approach was used, based on the structural equations model, the partial least squares technique. This research allowed the creation of a new model based on technology acceptance model by including new variables and revealed that the influence of predictive variables on the dependent variable (ATU) is not the same.

Keywords: consumer behaviour; artificial intelligence; agile applications; virtual try-on; VTO; technology acceptance model; TAM.

DOI: 10.1504/IJASM.2023.134012

International Journal of Agile Systems and Management, 2023 Vol.16 No.4, pp.429 - 457

Received: 21 Aug 2021
Accepted: 20 Oct 2021
Published online: 10 Oct 2023 *

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