Merchandising/Marketing/Retailing: Management

Chinese Consumers’ Adoption Behaviors Toward Virtual Fitting Rooms: From the Perspective of Technology Acceptance Model

Authors: Ailin Li (North Carolina State University) , Yingjiao Xu (North Carolina State University)

Abstract

Following the Technology Adoption Model, this study examined factors influencing Chinese consumers’ adoption intention towards virtual fitting rooms. Specifically, the following factors were examined: perceived usefulness, perceived ease of use, and perceived enjoyment. Additionally, the influence of two personality traits, fashion leadership and technology anxiety, was also investigated. An online survey was distributed to 474 Chinese consumers to collect data for this study. Descriptive analyses, comparative analyses (independent T-test) and regression analyses were conducted to test the proposed conceptual model regarding Chinese consumers’ adoption intention towards virtual fitting rooms. The results suggested that perceived usefulness, perceived ease of use and perceived enjoyment had significantly positive influences on Chinese consumers’ adoption intention towards virtual fitting rooms. While no moderating effect was identified, significant influence was revealed from the two personality traits on consumers’ perceptions and their adoption intentions.

Keywords: Virtual fitting room, Adoption, Technology anxiety, Chinese consumers, Fashion leadership

How to Cite: Li, A. & Xu, Y. (2019) “Chinese Consumers’ Adoption Behaviors Toward Virtual Fitting Rooms: From the Perspective of Technology Acceptance Model”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.8331