Consumer Behavior

Fashion Consumers’ Perception and Adoption of Virtual Fitting Rooms (VFRs): A Perspective of Regulatory Focus

Authors: Hanna Lee (North Carolina State University) , Yingjiao Xu (North Carolina State University) , Anne Porterfield (North Carolina State University)

Abstract

While VFRs have started to become available in the online fashion retail environment, they are still in early stages of consumer adoption and are yet to be widely implemented in the fashion industry. Moreover, research fully investigating influential factors and examining consumers’ adoption of VFR technology is limited. Therefore, the purpose of this study was to investigate the importance of consumer experiences on consumers’ adoption of VFRs from the perspective of regulatory focus. The objective of this study was twofold. On one hand, from the integrated consumer experience perspective, this study aimed to examine the influences of consumers’ perceptions of functional, experiential, and social value on their VFR adoption. On the other hand, considering the newness of VFR technology, this study aimed to investigate how a consumer’s enduring motivational orientation, regulatory focus, influences their perceived functional, experiential, and social value toward VFRs.

Keywords: Adoption, Perceptions, Regulatory focus, Virtual fitting room

How to Cite: Lee, H. , Xu, Y. & Porterfield, A. (2020) “Fashion Consumers’ Perception and Adoption of Virtual Fitting Rooms (VFRs): A Perspective of Regulatory Focus”, International Textile and Apparel Association Annual Conference Proceedings. 77(1). doi: https://doi.org/10.31274/itaa.11750