Consumer Behavior

Consumers’ Adoption of Virtual Fitting Rooms: Antecedents and Moderating Factors

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


Despite its significant growth and utilization, online shopping bears great risk concerns among consumers, mainly due to limited product information available for consumers to make complete product assessment, including product fit. Recent advances in virtual technologies have made it possible for consumers to virtually try on products before purchase. Using a mix of advanced virtual simulation technologies, virtual fitting rooms (VFR) can comparatively translate in-store fitting experiences to the online environment by simulating sensory elements into realistic visuals, reshaping consumers’ online shopping experiences through additional functional and experiential values. However, researchers claimed that these values, which represent consumers’ knowledge, cannot be perceived unless novel technologies become accessible and visible in the marketplace. At the current stage, VFRs are not yet widely implemented in many countries and are still considered in the early stage of adoption. While South Korea and China were both observed offering relatively more technology applications in the retail industry, the level of technology applications and adoptions differs between the two countries due to their different infrastructure and culture values. Thus, the purpose of this study was to determine the effect of technology visibility and subsequent perceptions of VFRs on consumers’ adoption intention toward VFRs. Also, the differences between Chinese and Korean consumers were examined to account the different culture influence.

Keywords: Virtual fitting room, Technology visibility

How to Cite:

Lee, H. & Xu, Y. & Porterfield, A., (2019) “Consumers’ Adoption of Virtual Fitting Rooms: Antecedents and Moderating Factors”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019