Try before you buy: An experimental study on the adoption behavior of shoppers in virtual fitting rooms
(A2026-133485)

AUTHORS

Mustafeed ZAMAN, EM Normandie Business School; K. Mohamed Jasim, College of Business Administration, Ajman University; Nebojsa S. Davcik, EM Normandie Business School, Oxford Campus, UK

ABSTRACT

Virtual fitting rooms (VFRs) have become an essential part of online shopping and play a significant role in shoppers’ decision-making process. Earlier studies mainly focused on overall perceptions of VFR technology, leaving a gap for further exploration of the role of human-technology interactive features such as virtual shoe try-on, color selection, and customized sizing in enhancing user experience, engagement, and intention to purchase. To address this gap, we opted for an experimental study, where Study 1 focused on trained non-users (n = 380) and Study 2 focused on untrained non-users (n = 394). The results show that Perceived Value (PV) plays a significant role in VFR adoption. Moreover, our results suggest that training positively influences user perceptions and adoption-related factors. This study makes significant theoretical and managerial contributions.