Consumer Behavior
Authors: Stephanie shaneyfelt (UNC-Greensboro) , Kittichai Watchravesringkan (University of North Carolina Greensboro) , Melanie Carrico (University of North Carolina at Greensboro) , Trisha Kemerly (UNC-Greensboro)
In the apparel industry, virtual three-dimensional (3D) technology is most commonly used in product design and development. Computer-Assisted Design (CAD) programs are used to draft, edit, and share patterns, as well as virtually drape and fit garments. 3D is used for fitting purposes during the garment development stages, and for communicating information to other patternmakers, designers, merchandisers, and manufacturers. However, using 3D modeling technology as a means of displaying products to consumers offers many potential benefits to online retailers. The purpose of the study is to assess the effects of consumers’ perceptions of 3D virtual garments on their online purchase intentions. The study’s results revealed that perceived fit of both types of garment (women’s’ jeans and tee-shirt) played a significant role when it comes to online purchase intention and perceived image quality for women’s tee-shirt helps facilitate online purchase intent.
Keywords: 3D virtual garments, online purchase intention, Consumer’s perception
How to Cite: shaneyfelt, S. , Watchravesringkan, K. , Carrico, M. & Kemerly, T. (2020) “The Effects of Consumers’ Perceptions of 3D Virtual Garments on Online Purchase Intention”, International Textile and Apparel Association Annual Conference Proceedings. 77(1). doi: https://doi.org/10.31274/itaa.12161
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