The Impact of Virtual Fitting Room Technology on Consumers’ Online Purchase Intention
Gou-Fong Liaw, Chun‐Hsing Chen · Management and administrative sciences review · 2013
The online market of apparel is growing up very fast. Brands aim at finding new ways of doing things from old theories, is providing information of the products. The Virtual Fitting Room Technology is a way to display apparel products by using 3D technique trying on virtual models. This paper focuses on the influences of online apparel purchasing intention with using Virtual Fitting Room Technology. It discusses the relations between e-TAM framework, character of innovation, attitude of using Virtual Fitting Room technology, intention of using Virtual Fitting Room technology, and intention of purchasing. The perceived risk has been taken as a moderating variable affecting consumers’ purchasing intention. The results show that perceived usefulness, perceived ease of use and perceived enjoyment are positive significantly to affect attitude of using Virtual Fitting Room Technology. Relative advantage and compatibility are significantly positive to affect intention of using Virtual Fitting Room Technology. Attitude and intention of using Virtual Fitting Room technology will affect intention of purchasing positively. However, the results also show that perceived risk will mediate purchase intention. In conclusion, the Virtual Fitting Room is useful, easy to operate and full of enjoyment. It is able to increase the consumers’ purchasing intention because of its advantageous compare to the past, while fitted with the online shopping experience and under the situation of lower perceived risk.