A Study on the Effect of Consumer’s Perception of Digital Technology on Luxury Fashion Platform Satisfaction and Preference

Background/Objectives: The online fashion market is experiencing rapid growth, and consumers’ perceptions of digital technology are evolving, especially in the luxury market. This study explores consumer perceptions of digital technology within the context of social change. We also examine the relationship between technology acceptance and consumer characteristics, offering insights for new marketing strategies that promote luxury shopping through platforms. These strategies use advanced technology and respond to changes in consumer behavior driven by environmental shifts. Methods: We analyze how the technology readiness (optimism and innovativeness) of fashion consumers affects their acceptance of technology, focusing on performance expectancy, effort expectancy, facilitating conditions, and hedonic motivation. Additionally, we explore how technology acceptance influences consumer satisfaction and preference. We collect data through a survey targeting male and female consumers aged 20 to 40 with experience in purchasing products from luxury platforms. We then use SPSS and AMOS for statistical analysis. Results: This study shows that optimism and innovativeness positively affect performance expectancy, effort expectancy, facilitating conditions, and hedonic motivation. However, discomfort and insecurity have mixed effects, including some negative consequences for facilitating conditions and hedonic motivation. Specifically, performance expectancy, facilitating conditions, and hedonic motivation positively contribute to consumer satisfaction, whereas effort expectancy negatively influences satisfaction. Moreover, satisfaction significantly influences consumer preferences for luxury platforms. Conclusion/Implications: To improve consumer satisfaction and engagement in the luxury market, it is crucial to balance traditional digital services with innovative digital offerings. For online luxury platforms targeting Korean consumers, concentrating on the positive activation factors that resonate with fashion consumers is a strategic approach when designing marketing strategies centered on technology-driven consumption.