Understanding consumers’ intentions to purchase smart clothing using PLS-SEM and fsQCA

Abstract

With the advancement of artificial intelligence (AI) and the Internet of Things (IoT), smart clothing, which has enormous growth potential, has developed to suit consumers’ individualized demands in various areas. This paper aims to construct a model that integrates that technology acceptance model (TAM) and functionality-expressiveness-aesthetics (FEA) model to explore the key factors influencing consumers’ smart clothing purchase intentions (PIs). Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the data, complemented by fuzzy-set qualitative comparative analysis (fsQCA). The PLS-SEM results identified that the characteristics of functionality (FUN), expressiveness (EXP), and aesthetics (AES) positively and significantly affect perceived ease of use (PEOU), and only EXP affects perceived usefulness (PU). PU and PEOU positively impact consumers’ attitudes (ATTs). Subsequently, PU and consumers’ ATTs positively influence PIs. fsQCA revealed the nonlinear and complex interaction effects of the factors influencing consumers’ smart clothing purchase behaviors and uncovered five necessary and six sufficient conditions for consumers’ PIs. This paper furthers theoretical understanding by integrating the FEA model into the TAM. Additionally, on a practical level, it provides significant insights into consumers’ intentions to purchase smart clothing. These findings serve as valuable tools for corporations and designers in strategizing the design and promotion of smart clothing. The results validate theoretical conceptions about smart clothing PIs and provide useful insights and marketing suggestions for smart clothing implementation and development. Moreover, this study is the first to explain smart clothing PIs using symmetric (PLS-SEM) and asymmetric (fsQCA) methods.