Consumer Behavior

Exploring the Differential Effects of 3D Digital Self-Avatars in Online Apparel Retailing: The Role of Self-Assessment Orientation 

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Abstract

This research investigates the role of 3D digital avatars in online apparel shopping and their effects on consumer shopping immersion, model-self connection, and self-presence, moderated by assessment orientation. Drawing on regulatory fit theory, two experimental studies explored assessment orientation as both a stable trait and a temporary state. Study 1 showed that high-assessment consumers, who are critical decision-makers, prefer 3D avatars for deeper engagement, while low-assessment consumers exhibit stronger responses to standard models. Study 2 manipulated assessment orientation by priming shopping goals, reaffirming that high-assessors favor personalized avatars for goal-driven tasks, while low-assessors respond better to standard models during casual browsing. Mediation analysis revealed that model-self connection and self-presence drive shopping immersion. Findings highlight the importance of tailoring online shopping experiences: personalized avatars appeal to evaluative, goal-oriented consumers, while standard models resonate more with casual shoppers. This study offers actionable insights for enhancing virtual shopping environments to align with diverse consumer preferences.

Keywords: Avatar, virtual try-on, assessment orientation, regulatory fit theory, shopping goal, shopping immersion

How to Cite:

PARK, H., Lim, R. E. & Kim, S., (2025) “Exploring the Differential Effects of 3D Digital Self-Avatars in Online Apparel Retailing: The Role of Self-Assessment Orientation ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18647