Information technology adoption in the fashion industry: Employee perspectives
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Although information technology plays a critical role in driving innovation in the fashion industry, many firms continue to lag in adopting new technologies. This study examines users' acceptance of new technology in the fashion industry in a developing country. The main results of the proposed structural equation model reveal that internal project communication related to the system (PC) is the catalyst for new technology adoption. Thus, PC fosters computer playfulness and training, which shape beliefs about the system, such as perceived usefulness and perceived ease of use, and these beliefs ultimately drive the behavioral intention to utilize the system. This empirical study is among the first to explain technology adoption in the understudied context of the fashion industry in Latin America. The findings are particularly beneficial for managers in the fashion industry seeking to enhance innovation through the adoption of information technologies.
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