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Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing

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  • Plotkina, Daria
  • Saurel, Hélène

Abstract

This research investigated a crucial topic in apparel m-commerce: product presentation and the extent to which it should exhibit human visuals corresponding to consumers' appearance. A mobile application with virtual try-on (VTO) tool based on augmented reality was compared to a traditional m-commerce interface showing models with physical features not, partially, or completely similar to the consumers’. A theoretical framework based on the Technology Acceptance Model was adopted to explain the impact of the application and the mediating role of perceived hedonic value (enjoyment) and utilitarian value (convenience, ease of use, and usefulness) on attitude toward the shopping technology and purchase intention. An online experiment (415 respondents) and a qualitative study (49 respondents) showed that the VTO tool was less enjoyable than traditional m-commerce interfaces and less convenient and useful than pictures of models with physical features similar to those of consumers. Implications for academics and managers are discussed.

Suggested Citation

  • Plotkina, Daria & Saurel, Hélène, 2019. "Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 362-377.
    • Handle: RePEc:eee:joreco:v:51:y:2019:i:c:p:362-377
    DOI: 10.1016/j.jretconser.2019.07.002
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    Cited by:

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    7. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    8. Song-yi Youn & Joohye Hwang & Li Zhao & Jong-Bum Kim, 2023. "Privacy paradox in 3D body scanning technology: the effect of 3D virtual try-on experience in the relationship between privacy concerns and mobile app adoption intention," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
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