Innovation, signaling, and virtual try-on: aligning immersive tools with a luxury brand

Purpose This paper aims to examine how Virtual Try-On (VTO) technologies shape consumers' attitudes and purchase intentions across brand types, by testing the mediating role of attitude toward VTO and the moderating role of brand type (luxury vs non-luxury) within the Technology Acceptance Model (TAM) and its experiential extension (e-TAM). Design/methodology/approach In this paper we develop a conceptual model grounded in e-TAM and test it through two experimental studies in the clothing and footwear categories. Analyses assess (1) the effects of e-TAM variables on attitudes and purchase intentions via mediation by evaluations of VTO and (2) the boundary condition of brand type. Findings The findings of this paper show that classic e-TAM variables significantly predict attitudes and purchase intentions when their effects operate through favorable evaluations of VTO. Brand type moderates this process: the e-TAM–to-attitude relationship is stronger for non-luxury than for luxury brands. Originality/value The paper presents integrate technology acceptance and brand signaling perspectives to contextualize immersive retail technologies by brand positioning. From an innovation management standpoint, it (1) establishes a contingency view of digital innovation payoff, showing that VTO's ROI is boundary-conditioned by brand type, and (2) offers innovation portfolio guidance, suggesting broad, faster rollouts for non-luxury brands and more selective, design-intensive pilots for luxury contexts. Offer actionable guidance for retailers on when and how to deploy VTO tools effectively across luxury and non-luxury settings.