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The Customer Experience with Fashion Sale Robots: A Psycho-interpretative Framework

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Digital Transformation for Fashion and Luxury Brands

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Abstract

This chapter aims to conceptually examine how perceptions of a customer experience with service robots are formed in a fashion retail context. The theoretical backbone is the integration of managerial and marketing view of human-machine interaction through Variety Information Model (VIM) and a psychological approach to the user adoption of new technologies according to Cognitive-Affective-Conative (CAC) model. The existing body of knowledge on humans’ reactions to service robots in a fashion retail context is enriched by proposing a new and multidisciplinary framework in which information units are the antecedents of customers’ experiences; synthesis schemes affect the cognitive experience; general schemes impact the conative experience; and categorical values are linked to the affective experience. The factors, from the customer’s side, conditioning the customer experience with fashion sale robots are thereby highlighted.

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Author information

Authors and Affiliations

  1. Pegaso University, Napoli, Italy

    Raffaella Montera & Rosario Bianco

  2. University of Salerno, Fisciano, Italy

    Maria Vincenza Ciasullo

  3. Sapienza University of Rome, Rome, Italy

    Nicola Cucari

Authors
  1. Raffaella Montera
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  2. Maria Vincenza Ciasullo
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  3. Nicola Cucari
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  4. Rosario Bianco
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Corresponding author

Correspondence to Raffaella Montera .

Editor information

Editors and Affiliations

  1. University of Cumbria, London, UK

    Wilson Ozuem

  2. Dept of Economics and Business, University of Florence, FIRENZE, Firenze, Italy

    Silvia Ranfagni

  3. University of Cumbria, London, UK

    Michelle Willis

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Montera, R., Ciasullo, M.V., Cucari, N., Bianco, R. (2024). The Customer Experience with Fashion Sale Robots: A Psycho-interpretative Framework. In: Ozuem, W., Ranfagni, S., Willis, M. (eds) Digital Transformation for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-35589-9_10

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