The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Digital humans in fashion: Will consumers interact?
Abstract
Abstract The ongoing COVID-19 pandemic is disrupting the fashion industry and forcing fashion businesses to accelerate their digital transformation. The increased need for more sustainable fashion business operations, when coupled with the prospect that business might never be as usual again, calls for innovative e-commerce led practices. Recently, stakeholders have been experimenting with the idea of introducing digital humans for a more active role in fashion through the developments in artificial intelligence, virtual, augmented and mixed reality. As there is a lack of all-important empirical evidence on the consumer's propensity to interact with digital humans, we aim to quantitatively analyse consumer attitudes towards the propensity to interact with digital humans to uncover insights to help fashion businesses seeking to diversify their operations. The results reveal interesting, and statistically significant insights which can be useful for fashion business stakeholders for designing, developing, testing, and marketing digital human-based solutions. Besides, our findings contribute current insights to the existing literature on how consumers interact with digital humans, where research tends to be scarce.
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Cites
Impact of Covid-19 on consumer behavior: Will the old habits return or die?
Sheth, J. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.05.059 · Cited by 1,766
The Feeling Economy: Managing in the Next Generation of Artificial Intelligence (AI)
Huang, M.-H., Rust, R., & Maksimovic, V. (2019) · California Management Review · doi:10.1177/0008125619863436 · Cited by 591
New theoretical approaches for human‐computer interaction
Rogers, Y. (2004) · Annual Review of Information Science and Technology · doi:10.1002/aris.1440380103 · Cited by 386
A Review of Mobile HCI Research Methods
Kjeldskov, J., & Graham, C. (2003) · Lecture Notes in Computer Science · doi:10.1007/978-3-540-45233-1_23 · Cited by 375
Seymour, M., Yuan, L., Dennis, A., & Riemer, K. (2020) · Proceedings of the Annual Hawaii International Conference on System Sciences · doi:10.24251/hicss.2020.574 · Cited by 38
Cited by
Rahman, M. S., Bag, S., Hossain, M. A., Abdel Fattah, F. A. M., Gani, M. O., & Rana, N. P. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103273 · Cited by 170
Wang, X., & Qiu, X. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103777 · Cited by 118
Riandhi, A. N., Arviansyah, M. R., & Sondari, M. C. (2025) · Cogent Business & Management · doi:10.1080/23311975.2025.2544984 · Cited by 56
Intention to adopt services by AI avatar: A protection motivation theory perspective
Park, J., Yun, J., & Chang, W. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103929 · Cited by 51
Chu, L. (2025) · Education and Information Technologies · doi:10.1007/s10639-024-13163-3 · Cited by 15
Metadata
- Authors
- Silva, E. S., & Bonetti, F.
- Venue
- Journal of Retailing and Consumer Services
- Publisher
- Elsevier BV
- Published
- 2021-05
- Volume
- 60
- Pages
- 102430
- ISSN
- 0969-6989 (ISSN-L)
- OpenAlex
- W3117992942
- Cited by
- 183
- References
- 5
- FWCI
- 5.87
- Type
- journal article
- Language
- en
- Open access
- closed
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- Silva, E. S., & Bonetti, F. (2021). Digital humans in fashion: Will consumers interact? Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2020.102430
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