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Universal appeal? A flow theory perspective on the adoption of digital twin-based fashion technology

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  • Kao, Yuju Rubie
  • Jai, Tunmin Catherine

Abstract

Virtual try-on (VTO) technology, which allows customers to create digital twins for virtual apparel try-ons, has gained significant popularity among fashion brands. This study applied flow theory to examine factors that influence the adoption of digital twin-based VTO, with a particular focus on experiential and instrumental values. Given VTO technologies' rapid integration into society, this study also evaluated age and gender differences on VTO adoptions to inform customized-design strategies. By identifying the antecedents and consequences of the flow experiences, we provided empirical evidence that flow enhanced perceptions of both experiential and instrumental values, and supported adoption intentions thereby. The results also suggested that younger adults placed greater emphasis on experiential value, an effect not observed among older adults. In addition, gender differences emerged as well, in which instrumental value was more salient for males, while experiential value showed fewer differences by gender. Therefore, this research extends flow theory by examining age and gender variations and offers insights relevant to understanding diverse users’ engagement with digital twin-based VTO design. Managerial implications are provided at the end of the paper.

Suggested Citation

  • Kao, Yuju Rubie & Jai, Tunmin Catherine, 2026. "Universal appeal? A flow theory perspective on the adoption of digital twin-based fashion technology," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002450
    DOI: 10.1016/j.jretconser.2025.104466
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