Merchandising/Marketing/Retailing: Management

Exploring the Dynamics of Avatar Realism and Trust in Virtual Try-On Technology: An Integrated S-O-R Model

Authors: Yu Ju (Rubie) Kao (Texas Tech) , Tunmin (Catherine) Jai (Texas Tech University) , Carley Robertson (Texas Tech University)

Abstract

This study investigates the relationship between avatar realism and consumer trust in virtual try-on technology (VTO) using the Stimulus-Organism-Response (SOR) model. By comparing high and low photorealistic avatars, the research explores how perceived telepresence, anthropomorphism, and perceived risk influence cognitive and affective trust, further affecting willingness to self-disclose and adopt VTO. An online experiment with two conditions (low vs. high photo-realistic avatars) was conducted in Qualtrics and randomly assigned to participants. With 63 responses, the results demonstrate that higher avatar realism enhances perceived anthropomorphism, which positively affects both types of trust. Additionally, perceived risk negatively impacts trust levels. The findings suggest that cognitive trust encourages self-disclosure, while emotional trust significantly boosts adoption intentions. These insights provide valuable implications for marketers, emphasizing the need for robust privacy measures and effective communication strategies to foster consumer trust and enhance VTO adoption.

Keywords: Virtual try-on technology, Anthropomorphism, trust, self-disclosure

How to Cite: Kao, Y. (. , Jai, T. (. & Robertson, C. (2025) “Exploring the Dynamics of Avatar Realism and Trust in Virtual Try-On Technology: An Integrated S-O-R Model”, International Textile and Apparel Association Annual Conference Proceedings. 81(1). doi: https://doi.org/10.31274/itaa.18756