The role of virtual try-on technology in online purchase decision from consumers’ aspect

Bibliographic Data

ID12420841
AuthorsTingting Zhang (0000-0001-9478-9564, University of Science and Technology Beijing, corresponding author), William Yu Chung Wang (0000-0002-1279-2127, University of Waikato), Ling Cao (0000-0002-8284-3460, Nanjing University of Information Science and Technology), Yan Wang (0009-0009-9633-0023, Shaanxi Institute of International Trade & Commerce)
Year2019
Volume29
Issue3
Pages529-551
Publication date2019-02-06
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-12-2017-0540
OpenAlexW2913816498
LanguageEN
Citations received18
References cited51

Purpose Online shopping has continued to grow in popularity, and the advance of internet technology has enhanced customers’ experiences. One technology online retailers have been using to increase sales is virtual try-on (VTO). The purpose of this paper is to investigate how such technology affects online consumers’ purchase decision process towards purchase intention, especially from an integration of utilitarian, hedonic and risk perspectives, by using advanced partial least square (PLS) approaches. Design/methodology/approach This study applied a web-based survey approach for data collection from online apparel retailing websites. The survey instrument was developed by adapting previously validated measurement items. The valid data collected were analysed using PLS with multi-group analyses. Advanced PLS techniques such as examination of discriminant validity using heterotrait-monotrait ratio, tests of out-of-sample prediction performance, and measurement invariance of composite models were applied. Findings The results of examining the proposed model reveal that customers’ attitude towards VTO technology can affect their intention to purchase a garment online, which is affected by perceived usefulness, perceived enjoyment and perceived privacy risk. Perceived ease of use is found to affect perceived usefulness and perceived helpfulness. The results also show no significant differences among age groups and genders in terms of the role of VTO technology in the full decision process towards online purchase intention. Originality/value This study enhances the understanding of the roles that VTO technology plays in consumers’ online purchase intention by providing an integrative view of its utilitarian value, hedonic value and risk. This study demonstrates the feasibility of applying advanced PLS techniques to investigate online consumer behaviour, particularly in the field of VTO application in online retailing. Implications for online retailers and designers of VTO technology are also derived from the findings

Advertising · Affect (linguistics · Business · Clothing · Helpfulness · Originality · Perception · Popularity · Risk perception · Sample (material · Structural equation modeling · Technology Acceptance Model · Usability · Value (mathematics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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