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Integrating Smart Objects and Artificial Intelligence in Luxury Fashion Retail: The Role of Consumers’ Status Consumption Orientation

In: New Technologies in Luxury Consumption

Author

Listed:
  • Andrea Sestino

    (University of Rome Tre
    LUISS Guido Carli University)

  • Cesare Amatulli

    (University of Bari “Aldo Moro”)

Abstract

The fashion sector is one of the most important industries in luxury consumption. Despite, over the years, the fashion world has had a partially reluctant attitude toward the digital world, highlighting a significant delay in the use of digital tools compared to companies of other sectors, nowadays new technologies in luxury fashion retail have become a necessity. This chapter investigates consumers’ intention to buy luxury fashion items in a hyper-technological shopping environment. An experiment has been conducted among a sample of 126 international respondents. Results show that the store technological content (low vs. high) positively influences consumers’ willingness to buy. However, this effect is moderated by an important luxury consumer-related variable, that is consumers’ status consumption orientation.

Suggested Citation

  • Andrea Sestino & Cesare Amatulli, 2023. "Integrating Smart Objects and Artificial Intelligence in Luxury Fashion Retail: The Role of Consumers’ Status Consumption Orientation," Springer Books, in: New Technologies in Luxury Consumption, chapter 0, pages 55-66, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-26082-7_3
    DOI: 10.1007/978-3-031-26082-7_3
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