Consumer Behavior

Consumers’ Perception and Adoption of Virtual Fitting Rooms (VFRs): A Generational Cohort Comparison

  • Hanna Lee (North Carolina State University)
  • Yingjiao Xu (North Carolina State University)
  • Anne Porterfield (North Carolina State University)


Virtual Fitting Room (VFR) technology has great potential to overcome inherent problems of online apparel shopping—the lack of try on experience. However, research fully investigating influential factors and examining consumers’ adoption of VFR technology is limited. To reflect the integrative and multifaceted nature of shopping experiences, it is important to address consumers’ perceived values together to comprehensively understand consumers’ varying beliefs and expectations toward VFRs. Further, as market demand is ultimately determined by consumers, it is critical to take into account the user’s demographics, such as age, which was found to play a significant role in consumers online shopping and technology acceptance behaviors. The purpose of this study was to investigate the influence of consumers’ perceptions toward VFRs on the adoption intention and the moderating effect of differences in generational cohorts on consumers’ VFR adoption process. Structural equation modeling and multi-group comparison were conducted to test the proposed relationships.

Keywords: Virtual fitting rooms, Perceptions, Generational cohorts

How to Cite:

Lee, H. & Xu, Y. & Porterfield, A., (2022) “Consumers’ Perception and Adoption of Virtual Fitting Rooms (VFRs): A Generational Cohort Comparison”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:

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Published on
30 Apr 2022
Peer Reviewed