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

• Published in: Internet research Vol. 29; no. 3; pp. 529 - 551
• Main Authors: Zhang, Tingting, Wang, William Yu Chung, Cao, Ling, Wang, Yan
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 13-06-2019; Emerald Group Publishing Limited
• Subjects: Attitudes; Behavior; Computer Oriented Programs; Confidence intervals; Consumer behavior; Consumers; Customers; Data acquisition; Data analysis; Decision making; Electronic commerce; Environment; Feasibility studies; Hypotheses; Intention; Literature Reviews; Privacy; Retail stores; Retailing; Risk perception; Shopping; Studies; Values; Websites; United States > US; Online retailing; Use and gratification theory; Purchase intention; Partial least squares; Multi-group analysis; Virtual try-on
• ISSN: 1066-2243; 2054-5657
• DOI: 10.1108/IntR-12-2017-0540

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.