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Perceived diagnostics of virtual try-on technologies and attitudes toward men's suits

Author

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  • Changhyun Nam
  • Young Do Kim

Abstract

The purpose of this study was to investigate the effects of virtual try-on technologies and their perceived diagnostics on consumers' purchase intentions for men's suits using a conceptual model based on the stimulus-organism-response theory. A within-subjects research design was developed to empirically test the conceptual model and a total of 264 usable participant responses were collected. Participants were directed to a website to virtually try men's suits in different sizes, colours, fits, and designs on their personalised avatars. Perceived diagnostics from virtual try-on technologies were found to reduce consumers' perceived risks regarding product attributes and to increase purchase intentions for Hugo Boss men's suits. Therefore, we suggest that e-fashion retailers and technology developers continue to enhance and implement virtual try-on technologies and vivid 3D images in the sale of apparel. Also, men's wear companies should provide sufficient information about product attributes to strengthen perceived diagnostics through 3D technologies, thus increasing e-consumers' purchasing intentions for the apparel.

Suggested Citation

  • Changhyun Nam & Young Do Kim, 2021. "Perceived diagnostics of virtual try-on technologies and attitudes toward men's suits," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 12(1), pages 36-51.
    • Handle: RePEc:ids:ijemre:v:12:y:2021:i:1:p:36-51
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