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

Authors: Changhyun Nam; Young Do Kim

Addresses: Teaching Faculty, Jim Moran College of Entrepreneurship, Florida State University, 138 Shaw Building, 644 West Call Street, Tallahassee, FL 32306, USA ' Department of Sport Management, School of Communications, Elon University, 2350 Campus Box, Long 202E, Elon, NC, 27244, USA

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.

Keywords: virtual try-on; virtual fitting room; 3D technology; perceived diagnostics; perceived risk; men's suit; online shopping; stimulus; organism; response; S-O-R theory; male e-consumer; e-fashion retailer.

DOI: 10.1504/IJEMR.2021.112252

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.1, pp.36 - 51

Received: 25 Aug 2018
Accepted: 21 Dec 2018

Published online: 18 Nov 2020 *

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