Consumers’ attitudes toward virtual try-on technology: an extended TAM model

Purpose – Virtual try-on (VTO) technology offers consumers a shopping experience comparable to direct product examination by providing detailed product information and enhancing enjoyment during online shopping. Against this backdrop, this study extends the technology acceptance model (TAM) to investigate the factors influencing consumers’ attitudes toward VTO technology and their willingness to purchase online. Design/methodology/approach – Data were collected through an online survey of 228 Italian respondents. The proposed research model was tested through an exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA), followed by a structural equation model (SEM) with an ordered Probit approach. Findings – The results highlight the significant impact of perceived enjoyment (PE), innovativeness and perceived environmental benefits (PEBs) on consumer attitudes toward VTO and their online purchase intentions. This study underscores the role of VTO in enhancing online shopping experiences, leveraging both utilitarian and hedonic values, ultimately encouraging technology adoption. Research limitations/implications – The findings offer valuable insights for retailers seeking to encourage online shopping using VTO technology, fostering PE, stimulating interest in innovative solutions and promoting responsible consumption choices. Originality/value – This research extends the TAM by integrating external variables – innovativeness and PEBs – into the analysis, while accounting for the mediating role of PE on consumer behaviour.