 Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailingDaria Plotkina and Saurel, Hélène Journal of Retailing and Consumer Services, 2019, vol. 51, issue C, 362-377 Abstract: This research investigated a crucial topic in apparel m-commerce: product presentation and the extent to which it should exhibit human visuals corresponding to consumers' appearance. A mobile application with virtual try-on (VTO) tool based on augmented reality was compared to a traditional m-commerce interface showing models with physical features not, partially, or completely similar to the consumers’. A theoretical framework based on the Technology Acceptance Model was adopted to explain the impact of the application and the mediating role of perceived hedonic value (enjoyment) and utilitarian value (convenience, ease of use, and usefulness) on attitude toward the shopping technology and purchase intention. An online experiment (415 respondents) and a qualitative study (49 respondents) showed that the VTO tool was less enjoyable than traditional m-commerce interfaces and less convenient and useful than pictures of models with physical features similar to those of consumers. Implications for academics and managers are discussed. Keywords: Apparel m-retailing; Augmented reality; Human model; Technology acceptance model (TAM); Virtual try on (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:51:y:2019:i:c:p:362-377 DOI: 10.1016/j.jretconser.2019.07.002 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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