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Analysis of Customers’ Tendency to Accept the Solutions Offered by the Stores of the Future on the Example of the Clothing Industry
Abstract
Theoretical background: The logistics sector is developing rapidly, offering new concepts in the form of stores of the future. They are aimed at streamlining, simplifying, and accelerating the purchasing process for consumers. This work is devoted to the analysis of Polish consumers’ attitudes toward innovations offered by the stores of the future. The authors have attempted to identify factors influencing the willingness of customers to adopt and use new technologies in the clothing industry. The subject of the work also reflects the changes in the contemporary clothing industry. Its future seems to be closely related to the technological progress in the logistics, and commerce.
Purpose of the article: The work aims to analyze the consumers’ readiness to accept solutions offered by the stores of the future on the example of the clothing industry and to identify the main barriers to their implementation and use.
Research methods: We explored data collected from research participants (N = 172). We used the computer-assisted web interview (CAWI) technique. The online questionnaire was prepared in Google Forms.
Main findings: The data collected during the research work became the basis for the following conclusions: consumers are interested in innovation in clothing stores but do not know much about them; comfort, convenience, flexibility, and speed have the greatest impact on consumers’ attitudes towards the purchasing process; customers want to experience various emotions and deepen the consumer experience without having to worry about new forms of clothing purchases.
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DOI: http://dx.doi.org/10.17951/h.2024.58.2.117-136
Date of publication: 2024-07-05 15:44:57
Date of submission: 2023-05-08 12:25:00
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