Consumer Behavior

Consumer Adoption of Virtual Fitting Rooms (VFRs): A perspective of Past Experience, Fashion Involvement, and Shopping Involvement

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

Abstract

While consumers are increasingly getting chances to and starting to try out VFRs, it is not yet widely adopted by consumers. To uncover the reasons behind the slow adoption of VFRs, it is important to fully investigate the influential factors that explain consumers’ varying VFR perceptions and adoption intention. As VFRs are used for fashion shopping and currently in the process of consumer adoption, it is critical to take into account the users’ product category (fashion)involvement, intrinsic (shopping) involvement, and past experience with VFRs, which were found to play a profound role in consumers’ online fashion shopping and technology acceptance behaviors. Thus, this study aims to investigate the influences of consumers’ past experience, fashion involvement, and shopping involvement on their perceptions and subsequent adoption intention toward VFRs.

Keywords: Virtual fitting room, Prior experience, Involvement, Perceptions, Perception

How to Cite:

Lee, H., Xu, Y. & Porterfield, A., (2022) “Consumer Adoption of Virtual Fitting Rooms (VFRs): A perspective of Past Experience, Fashion Involvement, and Shopping Involvement”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15744

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Published on
31 Dec 2022
Peer Reviewed