Virtual Try-On Technology Acceptance in the Clothing Sector: the Moderating Role of Brand Type

Advancements in e-shopping continue to introduce novel approaches and technologies to engage customers and enhance their experiences. Virtual Reality (VR) stands out as an emerging technology with promising applications that can enable tailored products and services, personalized marketing, and advertising strategies ultimately fostering customer satisfaction. Building upon the electronic Technology Acceptance Model (e-TAM) framework, this study investigates Virtual Try-On (VTO) technology’s potential by exploring its effect on consumers’ willingness to buy online. Our findings highlight that a higher acceptance of VTO technology strengthens positive attitudes toward VTO technology, thereby increasing online purchase willingness. Our study stresses the role of brand type in this relationship, suggesting a weaker e-TAM to attribute toward the VTO link for luxury brands compared to ordinary brands. This research charts avenues for future research and provides practical insights for managers and marketers in the retail and e-commerce sectors. It illuminates the multifaceted landscape of Virtual Try-On (VTO) technology’s integration into the clothing sector, shaping trajectories for its effective utilization.