What drives customers to use virtual fitting rooms? The moderating effect of fashion consciousness

Abstract

Purpose

Despite significant advances in previous work, there are still gaps in the research on customers' acceptance of virtual fitting rooms (VFRs). This research aims to highlight the effects of the characteristics of VFRs on the intention to use.

Design/methodology/approach

Fashionable clothing shoppers in Harmony Shopping Plaza and Ginza Shopping Plaza in Jinan, China, were chosen as the main sample. A total of 304 valid questionnaires were collected using a questionnaire QR code, which was scanned to access the questionnaire. Structural equation modeling was used to test the relevant hypotheses.

Findings

The results showed that customers' usage intention (UI) was positively associated with perceived efficiency, design and perceived security. Furthermore, the mediating effects of perceived ease of use and perceived usefulness were significant between design, vividness and UI.

Originality/value

In contrast to existing research, which focuses primarily on the posterior effects of psychological perception and behavior, this paper focuses on the antecedents of customer psychological perceptions. This study also examines the moderating effect of fashion consciousness, which also provides reference value for future research. The findings of this paper provide practical guidance for the promotion of VFRs.

Citation

Zhang, W. and Wang, Y. (2023), "What drives customers to use virtual fitting rooms? The moderating effect of fashion consciousness", Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-04-2023-0099