...Ana Julia Büttner; Suzane Strehlau Purpose Despite the large corpus of literature on fashion consciousness (FC) and fashion involvement (FI), both terms are often used synonymously, resulting in conflicting or mixed results. We address this limitation by offering a critical analysis of FC and FI...

... Perceived security Usage intention Technology acceptance model Fashion consciousness Social Science Planning Project of Shandong Province 22DGLJ25 Many new sales assistance tools, such as virtual centers, virtual agents and virtual fitting rooms (VFRs), based on virtual realization...

... obtained from 306 US female consumers and analyzed through structural equational modeling. Findings The findings underscored the relational benefits of involving customers in product development and the substantial moderating impact of female customers’ fashion consciousness. Practical implications...