Tendency to Use the Virtual Fitting Room in Generation Y - Results of Qualitative Study

Moroz Miroslaw ()
Additional contact information
Moroz Miroslaw: Wroclaw University of Economics, Wroclaw, Poland

Foundations of Management, 2019, vol. 11, issue 1, 239-254

Abstract: E-commerce is growing rapidly on a global scale. Among many products purchased via the Internet, clothing is the first in terms of purchase frequency. However, there are growth barriers for this product category, which include, first of all, the client’s fear of matching clothing to their own figure or complexion. This results in a high percentage of returns reaching up to 60% of transactions, which is more than that in other e-commerce sectors. One of the possible solutions to the abovementioned problem is the use of a virtual fitting room (VFR), which allows you to try on clothes in terms of size, fit, style, or color on a computer or smartphone screen. The main purpose of the article is to determine the propensity to use a VFR in the age group of generation Y. The second goal is to compare the propensity to use by type of VFR: 2D vs. 3D. The methodology is based on the qualitative exploratory approach. To conduct research, content analysis and sentiment analysis were used. The results of the study indicate that the participants of the research have an ambivalent attitude towards VFR – on the one hand, they perceive VFRs as an interesting solution for Internet users (not only generation Y). On the other hand, however, they themselves show a distance to use the VFR. The analysis also showed that a two-dimensional type of VFR based on augmented reality technology has greater market opportunities.

Keywords: virtual fitting room; virtual dressing room; virtual changing room; e-commerce; clothing industry; generation Y; augmented reality; 3D mapping; human-computer interaction (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/fman-2019-0020 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:founma:v:11:y:2019:i:1:p:239-254:n:20

DOI: 10.2478/fman-2019-0020

Access Statistics for this article

Foundations of Management is currently edited by Tadeusz Krupa

More articles in Foundations of Management from Sciendo
Bibliographic data for series maintained by Peter Golla ().