Merchandising/Marketing/Retailing: Branding

Who Intends to Use Virtual Try-On? Consumers’ Characteristics and Cross-Brand Insight 

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Abstract

This study explores which consumer characteristics predict the adoption of virtual try-on (VTO) technology, applying trait theory to assess both psychographic and demographic factors. Two online experiments (N = 469) were conducted using unknown and prestigious brand contexts to examine the effects of fashion consciousness, materialism, body image, age, gender, and income on adoption intentions. Structural Equation Modeling revealed that for unknown brands, only materialism significantly predicted VTO adoption, while in the prestigious brand condition, both fashion consciousness and materialism were influential. Notably, older consumers were more likely to adopt VTO for prestigious brands, suggesting a reliance on brand trust cues. Body image, gender, and income had no significant effects across conditions. These findings highlight the importance of tailoring VTO strategies to consumer traits and brand positioning, suggesting that unknown brands should target materialistic consumers, while prestigious brands should emphasize trend-responsiveness and brand credibility to engage fashion-conscious and older users.

Keywords: Fashion Consciousness, Materialism, Prestigious Brand, Luxury Brand, Unknown Brand, Virtual Try-ons, Phygital

How to Cite:

Kao, Y. R. & Jai, T. (., (2025) “Who Intends to Use Virtual Try-On? Consumers’ Characteristics and Cross-Brand Insight ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21803