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Introduction to special collection: collaborating with technology to sell fashion
Fashion and Textiles ( IF 2.4 ) Pub Date : 2019-03-29 , DOI: 10.1186/s40691-019-0177-1
Ho Jung Choo

In the last several years, the world has witnessed tremendous changes in selling goods and services. The fashionable goods and services including clothing and accessories, from non-branded street items to high-fashion luxuries, are the first-tier category that retailers utilize to test new and risky technologies in delivering values and products to their consumers.

This special collection aims to advance the knowledge related to changing retail experiences of consumers due to current technological development applied to fashion businesses. Most of these technologies are new to the world, especially the fashion retail industry. In this respect, investigating how these technology-enhanced retail services would affect consumers and retailers who interact with each other through fashion is meaningful. In this special collection, four interesting studies are introduced. Each study investigated a new retail context, including video blog (v-log commerce), virtual reality (VR) store, social commerce, and paid mobile media service (pMMS), supported by technological advancement.

Reflecting the increasing popularity of video as a fashion selling medium, Choi and Lee investigated the v-log commerce. Video (V) commerce itself is not new concept as it is similar with TV commercials and home shopping. V-commerce targeting generation Z has been armored by mobile and social network technology. Retailers adopt the concept and offer diverse types of video services, such as live commerce, v-log commerce, and “See Now Buy Now” service. Recently, MatchesFashion.com successfully experimented with applying V-commerce to sell luxury products.

The research article by Choi and Lee, “Effects of fashion vlogger attributes on product attitude and content sharing,” reports an empirical study based on quasi-experimental design. The authors proposed that attractiveness, expertise, and trustworthiness are critical v-logger attributes that affect viewers’ attitudes and behavioral intention and empirically confirmed their propositions. They also considered emotional bonding between a v-logger and viewers and product presentation styles as important moderating factors in explaining the effect of the said attributes. Interestingly, the importance of attractiveness of v-logger is low among viewers with a strong emotional bonding. As the authors themselves emphasized, v-loggers and viewers’ relationship must be a key to the success of V-commerce.

Reality technologies, such as VR, augmented reality, and mixed reality, have been adopted by innovative retailers into different operation steps to provide new experience to their customers. Specifically, VR has been successfully used for customization services (miadidas, NikeiD), fun and entertaining experience (Walmart VR Dragon, Loccitane), and online VR stores (Hyundai VR store). Jang, Hur, and Choo’s article, “How to evoke consumer approach intention toward VR stores/ sequential mediation through telepresence and experiential value,” introduced VR as a fashion selling technology. The authors explored consumer experiences in VR store with fully immersive head-mounted displays (HMD). This study proposed that two VR features, namely, vividness and interactivity, positively influence the approach intention of customers through telepresence and experiential shopping value. The contribution of this work originates from the recognition of the mediating role of experiential value perceived from the VR commercial environment. In VR shopping context, consumers’ perceiving telepresence can be a necessary condition to reach approach behavioral intention but guarantees no positive behavioral intention without perception of experiential shopping value.

Numerous online service providers search for new profit-making business models. Social network services, such as Instagram and Facebook, launched commercial services, and a media platform YouTube introduced YouTube Red, which charges monthly subscription fees to access video contents without intervening advertisements. Although no fundamental differences exist in terms of contents and service attributes in these paid services compared with the previous free services, consumers will perceive a gap as the new service involves financial cost. For a considerable period, consumers were used to using social networks for free. Thus, consumers are likely to find paid service and social commerce as unfamiliar new situation. Two types of mobile based commerce, that us, paid media service and social commerce, are introduced in this special collection. Two studies employed technology acceptance model (TAM) to predict consumers’ acceptance of these services.

The article by Cho and Son, “The effect of social connectedness on consumer adoption of social commerce in apparel shopping” investigated the effect of social connectedness in predicting acceptance of social commerce. By analyzing survey data collected from young adult social media users in the US, the authors reported the critical role of social connectedness. Social connectedness features a significant effect on three key TAM variables, namely, ease of use, usefulness, and enjoyment, with the strongest effect on ease of use perception. This result coincides with Choi and Lee’s findings. Social bonding is important to facilitate commerce through social networks.

Youn and Lee proposed introduced a revised TAM to explain consumers’ acceptance of pMMS in their article, “Proposing value-based Technology Acceptance Model: Testing on paid mobile media service.” This value-based TAM incorporates values and risks consumers have perceived through their general experiences with free mobile services. Based on an online survey of US consumers, the authors reported that social and functional values and technological risk perception affect perceived ease of use, whereas usefulness perception is determined by ease of use, emotional value, functional value, and price risk.

FATE Special collection, “Collaborating with technology to sell fashion,” introduces the above studies that explored new retail contexts selling fashion goods and services. For the academicians, challenges arise in meeting the real time changes of fast-moving industries while maintaining the academic rigor and theoretical frame. As we say, fashion is all about changes and newness. As a researcher who focus on fashion, we must explain the ever-changing industry factors and their effects on consumer. I congratulate the four teams of researchers who have recognized and explained the advancement of retail technologies and consumer responses. At the same time, I propose continued attention and research efforts of colleagues to be concentrated on this important issue of technological advancement in the fashion retail area.

03 June 2019
In the original publication of this article (Choo 2019), the author would like to add the omitted research to the list of this special collection, “collaborating with technology to sell fashion.”

The author read and approved the final manuscript.

Competing interests

The author declares that she has no competing interests.

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Affiliations

Professor, Department of Textiles, Merchandising & Fashion Design, College of Human Ecology, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul, 08826, Korea
Ho Jung Choo

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Correspondence to Ho Jung Choo.

Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

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Choo, H.J. Introduction to special collection: collaborating with technology to sell fashion. Fash Text 6, 22 (2019). https://doi.org/10.1186/s40691-019-0177-1

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Received: 07 March 2019
Accepted: 14 March 2019
Published: 29 March 2019
DOI: https://doi.org/10.1186/s40691-019-0177-1

中文翻译：

特殊系列简介：与技术合作销售时尚

在过去的几年中，世界见证了商品和服务销售的巨大变化。从非品牌的街头物品到高档时尚的奢侈品，包括服装和配饰在内的时尚商品和服务，是零售商用来检验向消费者提供价值和产品的新技术的第一类。

这个特殊的收藏旨在提高与由于时装业当前的技术发展而改变消费者的零售体验有关的知识。这些技术中的大多数对世界都是新的，尤其是时装零售行业。在这方面，研究这些技术增强的零售服务将如何影响通过时尚相互影响的消费者和零售商是有意义的。在这个特别的收藏中，介绍了四个有趣的研究。每项研究都调查了一种新的零售环境，包括视频博客（虚拟博客商务），虚拟现实（VR）商店，社交商务和付费移动媒体服务（pMMS），这些都受到技术进步的支持。

Choi和Lee反映了视频作为时尚销售媒介的日益普及，对v-log商业进行了调查。视频（V）商业本身并不是一个新概念，因为它与电视广告和家庭购物相似。面向Z代的V商务已经通过移动和社交网络技术进行了防护。零售商采用这一概念，并提供各种类型的视频服务，例如实时交易，虚拟日志交易和“立即查看立即购买”服务。最近，MatchesFashion.com成功地进行了将V-commerce应用于销售奢侈品的试验。

Choi和Lee的研究文章“时尚vlogger属性对产品态度和内容共享的影响”，报告了一项基于准实验设计的实证研究。作者提出吸引力，专业知识和可信赖性是影响记录者的关键属性，这些属性会影响观众的态度和行为意图，并凭经验证实他们的主张。他们还认为，V记录器和查看器之间的情感联系以及产品展示风格是解释上述属性影响的重要调节因素。有趣的是，在具有强烈情感联系的观众中，v-logger吸引力的重要性较低。正如作者自己所强调的那样，垂直记录器和观看者之间的关系必须是成功实现垂直贸易的关键。

创新零售商已将VR，增强现实和混合现实等现实技术用于不同的操作步骤，以向其客户提供新的体验。具体而言，VR已成功用于定制服务（miadidas，NikeiD），娱乐和娱乐体验（沃尔玛VR Dragon，Loccitane）和在线VR商店（现代VR商店）。Jang，Hur和Choo的文章“如何通过网真和体验价值唤起消费者对VR商店/顺序调解的意图”，介绍了VR作为一种时尚销售技术。作者通过完全沉浸式头戴式显示器（HMD）探索了VR商店中的消费者体验。这项研究提出了两个VR功能，即生动性和互动性，通过网真和体验式购物价值对顾客的进货意图产生积极影响。这项工作的贡献源于对从VR商业环境中感知到的体验价值的中介作用的认识。在虚拟现实购物环境中，消费者感知网真可能是达成接近行为意图的必要条件，但在没有感知到购物价值的情况下，不能保证任何积极的行为意图。

许多在线服务提供商都在寻找新的盈利业务模式。诸如Instagram和Facebook之类的社交网络服务推出了商业服务，而媒体平台YouTube推出了YouTube Red，该服务每月收取订阅费，以访问视频内容而没有广告。尽管与以前的免费服务相比，这些付费服务的内容和服务属性没有根本差异，但是由于新服务涉及财务成本，因此消费者会感到差距。在相当长的一段时间内，消费者习惯于免费使用社交网络。因此，消费者可能会发现付费服务和社交商务是陌生的新情况。此特殊集合介绍了两种类型的基于移动的商务，即我们付费媒体服务和社交商务。

Cho和Son的文章“社会联系对服装购物中消费者采用社会商业的影响”研究了社会联系在预测社会商业接受度方面的影响。通过分析从美国年轻成人社交媒体用户那里收集的调查数据，作者报告了社交联系的关键作用。社交联系对TAM的三个关键变量具有显着影响，即易用性，有用性和娱乐性，对易用性感知的影响最大。这一结果与崔和李的发现相吻合。社交联系对于通过社交网络促进商业发展非常重要。

Youn和Lee在他们的文章“提出基于价值的技术接受模型：对付费移动媒体服务进行测试”中提出了修订版TAM，以解释消费者对pMMS的接受。这种基于价值的TAM包含了消费者通过免费移动服务的一般经验所感知的价值和风险。基于对美国消费者的在线调查，作者报告说，社会和功能价值以及技术风险感知会影响感知的易用性，而有用性感知则取决于易用性，情感价值，功能价值和价格风险。

FATE Special系列“与技术合作销售时装”介绍了上述研究，探讨了销售时装和服务的新零售环境。对于院士而言，在保持学术严谨性和理论框架的同时，迎接快速发展的行业的实时变化带来了挑战。就像我们说的那样，时尚就是变化和新颖。作为专注于时尚的研究人员，我们必须解释不断变化的行业因素及其对消费者的影响。我向四个研究团队表示祝贺，他们认识并解释了零售技术的发展和消费者的反应。同时，我建议同事们继续关注和研究工作，以集中精力解决时装零售领域技术进步这一重要问题。