The Impact of Virtual Fitting Room Technology On Consumers'

Management and Administrative Sciences Review
ISSN: 2308-1368
Volume: 2, Issue: 1, Pages: 23-35
2013 Academy of Business & Scientific Research
*Corresponding author: Gou-Fong Liaw,
Department of Textile & Clothing, Fu Jen Catholic University, Taiwan, R. O. C.
E-Mail: tuc.lcf@msa.hinet.net.; 046363@mail.fju.edu.tw 23

Research Paper
The Impact of Virtual Fitting Room Technology on Consumers
Online Purchase Intention
Gou-Fong Liaw
1*
and Chen, Chun-Hsing
2

1 & 2. Department of Textile & Clothing, Fu Jen Catholic University, Taiwan, R. O. C.

The online market of apparel is growing up very fast. Brands aim at finding new ways of
doing things from old theories, is providing information of the products. The Virtual
Fitting Room Technology is a way to display apparel products by using 3D technique
trying on virtual models. This paper focuses on the influences of online apparel
purchasing intention with using Virtual Fitting Room Technology. It discusses the
relations between e-TAM framework, character of innovation, attitude of using Virtual
Fitting Room technology, intention of using Virtual Fitting Room technology, and
intention of purchasing. The perceived risk has been taken as a moderating variable
affecting consumers purchasing intention.
The results show that perceived usefulness, perceived ease of use and perceived enjoyment
are positive significantly to affect attitude of using Virtual Fitting Room Technology.
Relative advantage and compatibility are significantly positive to affect intention of using
Virtual Fitting Room Technology. Attitude and intention of using Virtual Fitting Room
technology will affect intention of purchasing positively. However, the results also show
that perceived risk will mediate purchase intention. In conclusion, the Virtual Fitting
Room is useful, easy to operate and full of enjoyment. It is able to increase the consumers
purchasing intention because of its advantageous compare to the past, while fitted with the
online shopping experience and under the situation of lower perceived risk.

Keywords: Virtual Fitting Room; e-TAM; Innovation diffusion; Perceived Risk; Purchase
Intention
INTRODUCTION
Nowadays, in order to snatch market share in the
constantly changing market and under the
pressure of cut-throat competition in Taiwan
clothes market channels, every brand and
manufacturer must expand more diversified
marketing channels and means to contact the
consumers and develop business opportunities.
With the rapid development of information
technology at present, the use of internet has
become a tool for interpersonal communication
that occupies an important position.
Same as the concept of physical channel, where
there are a multitude of people, there are
unlimited business opportunities, in other words,
internet has become a virtual, invisible, yet a vital
channel platform in the market today. According
to a report of Survey on Taiwan Internet Use
released by Taiwan Network Information Center
(TWNIC), internet users in Taiwan reached 15.8
million and peoples internet use rate was 68.94%,
ranking third in Asia only after Korea and Japan.
And when it came to internet application ratio,
Receiving & Sending E-mails (37%), Chat &

Impact of Virtual Fitting Room Technology Research Paper

24

Making Friends (21.89%), Online Game (20.67%),
and Online Shopping (15.16%) were all hot
applications. Market Intelligence & Consulting
Institute (MIC) estimated that Taiwans online-
shopping market size in 2009 would substantially
expand from TWD 243 billion in 2008 to TWD
311.6 billion with a growth rate of about 30.4%.
This shows that the output value of domestic
online-shopping market is not to be neglected by
enterprises and is continuously growing.
According to a survey on online-shopping
behavior in four Asian countries conducted
jointly by EOLembrain and Trendmonitor, a
Korean professional market research company in
Apr. 2009, i.e. a web survey to net friends of the
four countries of Taiwan, Korea, China, and Japan
synchronously, in Taiwan, 81% people had
engaged in online shopping in recent three months
and the most primary four online-shopping
commodity categories are: Computer Peripherals
(29%), Clothes (12%), Books & Music (11%), and
Food (4%). The survey shows that clothes are the
main category of consumption on the online-
shopping market in Taiwan.
As to the online shopping status of
Taiwans clothing products, on both the official
website of each clothing brand owner and the
large comprehensive shopping websites, the
information related to product size youve
inquired is mostly presented in numbers, but the
size standard may differ from brand to brand due
to the difference in type design, and if a purchased
piece of clothes which is found unfit must be
returned or exchanged, it will bother and trouble
the consumer and the seller in purchasing
behavior. On the other hand, in Taiwan, except for
large comprehensive shopping websites (such as
Kimo), the mechanism of buying products through
internet on clothing brand websites in a real-time
manner is not popularized yet, more often than
not, when having found the product information
after searching, a consumer must go to the brands
physical channel to finish the buying behavior,
which is a waste of time and cost for consumers
who wish for time-saving and convenient online
shopping and may result in the loss of many
potential customers for enterprises. Virtual Fitting
Room technology, based on 3D scanning
technology and computer program arithmetic
system, provides real-like product information,
and besides, 3D technology provides the
customers with product involvement in the
process of interaction, thereby increasing the
entertainment value of online shopping. Based on
a customer measurements and pictures of his
body size and by means of computer arithmetic
technology, Virtual Fitting Room technology
creates on computer calculator a cyber-fitting
model exclusive to the customer. Likewise, a
clothing manufacturer can also utilize the same
technology to display the clothing products on its
website, and then the customer can utilize virtual
fitting room to try the clothes on his virtual model
to see whether they fit him and whether the match
is to his liking. Such a technology has been used by
consumers for product selection on clothing
websites in the USA and China, but in Taiwan it is
only used for aiding in manufacturer design and
production, and its aid in consumers product
selection decision making is not popularized yet.
And it is the topic of this paper to discuss, now
that the level of Taiwans internet use, the number
of users, and the occurrence of buying clothes
online are all growing year by year, whether such
a new technology of virtual fitting room can aid
Taiwan clothing brand operators in such a channel
as internet. The purpose of this paper is to discuss
whether the utilization of virtual fitting room
technology will have an impact on Taiwan on-line
clothes consumers purchase intention, and the
discussion includes: factors that influence the
attitude towards virtual fitting room technology,
whether the attitude towards virtual fitting room
technology will affect the intention to use, whether
the intention to use virtual fitting room technology
will affect Taiwan on-line clothes consumers
purchase intention, and the role of consumers
perceived risk in consumers online shopping
intention.

LITERATURE REVIEW AND HYPOTHESES
1- The Relation between Perceived Usefulness,
Perceived Ease of Use and Perceived Fun and
Attitude towards Virtual Fitting Room
According to scholars, there are three factors that
influence the acceptance attitude towards a new
technology into three aspects: Perceived
Usefulness which provides users with
instrumental value of the system so as to improve
Manag. Adm. Sci. Rev.
ISSN: 2308-1368

Gou-Fong Liaw and Chen, Chun-Hsing
job performance and task execution efficiency,
Perceived Ease of Use which means users
perceived difficulty or facility in learning and
operating a specific information technology
system, and Perceived Fun which emphasizes
that value is reflected in the degree of fun which is
experienced by users when using a system (Davis,
1989; Heijden, 2004). As information technology
system can help users with job performance and
executive capability, users come to develop at
heart a perception of usefulness of technology
system, and Davis (1989) pointed out that such a
psychological state would not only have a positive
influence on the acceptance attitude of technology
system, but also would more directly have a
positive influence on the intention to use. Bagozzi,
Davis & Warshaw (1992) pointed out that
perceived usefulness could affect users attitude
towards and intention to use relevant technologies.
This indicates that the resource and usefulness
provided by information system will enhance
consumers attitude towards and intention to use.
So, for users, whether technology system can be of
positive help to them in practice is a considerably
important factor that affects users attitude.
Therefore, this paper proposes the following
hypothesis:
H1: Perceived usefulness of virtual fitting room
technology has a significant positive impact on attitude
towards virtual fitting room technology.
The difficulty or facility in learning and operating
an information technology system will also affect
users attitude towards the system. Davis (1989)
pointed out that a system which was easy to learn
and use would, because of being easy to
understand and control, positively enhance users
confidence in themselves and in efficacy, and
accordingly the acceptance attitude towards such
an information technology system would also be
improved. In the attributes affecting the diffusion
of innovation, the impact of complexity on
acceptance attitude towards an innovation was
also mentioned: if an individuals perceived
complexity of an innovation is lower, the
probability of accepting such an innovation would
be higher, and this means that the simpler a thing
is, the more likely it is to be accepted (Rogers,
1995). When technology is more convenient to use,
users will have more confidence in self-efficacy
and control, and their attitude towards technology
system will be more positive. This indicates that
easier to use the information systems operating
mode it is, the more easily it can enhance
consumers attitude towards and intention to use
information system. So in learning and operating a
system, whether the users can develop a
psychological perception of ease of use is a
considerably important factor that affects users
attitude. Therefore, this paper proposes the
following hypothesis:
H2a: Perceived ease of use of virtual fitting room
technology has a significant positive impact on attitude
towards virtual fitting room technology.
A successful computer-aided interactive
technology must be able to provide users with
attractive contents, features and entertainment,
and get the support from a innovative social
structure (Preece, Rogers & Sharp, 2002). With the
transition of electronic information technology
systems fundamental purpose from solving work
environment problems to acquiring home
entertainment information, for the users, apart
from the originally anticipated performance, more
expectation is now placed on entertainment, and
for web browsers and shoppers who are inclined
to seek pleasure, their demand for the systems
giving fun is even greater than its usefulness
and has more influence on users acceptance
attitude. This also indicates that users demand
perceptions of whether an electronic information
technology is novel and attractive are also
important factors that influence acceptance
attitude, and the higher the perceived novelty of
a product or service is, the higher the willingness
to accept (Wang, Dacko & Gad, 2008). This means
that users of electronic information system prefer
to an information system that can give more
novelty and fun, so in a systems actual use,
whether the users can develop a psychological
perception of fun is a considerably important
factor that affects users attitude. Therefore, this
paper proposes the following hypothesis:
H3: Perceived fun of virtual fitting room technology has
a significant positive impact on attitude towards virtual
fitting room technology.
Being influenced by perceived ease of use, when
having perceived that the information technology

26

system is easy to use, users will be able to finish
more work with the same work effect, thereby
improving work efficiency and job performance,
and so it also has a positive influence on
perceived usefulness (Davis, 1989). If users can
easily obtain the needed resources on an
information website, they will feel that this
information website is useful, thereby increasing
the frequency of revisiting this website. This
means an information technology system that is
easy to learn and operate will increase the work
efficiency and enable the users to develop a
psychological perception that the system is really
useful. Virtual technology can convey more
product information, increase the entertainment
value in online-shopping experience, and thereby
enhance the intention to use (Kim & Forsythe,
2008). When perceived ease of use is higher,
perceived usefulness and perceived fun will
be higher, and so will the direct or indirect
influence on intention to use (Heijden, 2004). On
the premise that an electronic information
technology system is easy to operate and use,
through different product information
presentation modes, such as 3D virtual reality
technology, is can not only provide users with
more diversified product information and thereby
enhance usefulness in terms of actual efficacy
but also effectively enhance users perception of
fun. Therefore, this paper proposes the
following hypothesis:
H2b: Perceived ease of use of virtual fitting room
technology has a significant positive impact on
perceived usefulness.
H2c: Perceived ease of use of virtual fitting room
perceived fun.
Technology Acceptance Model (TAM) also
suggested that users acceptance attitude towards
technology would further influence their intention
to use such a technology (Davis, 1989). At the stage
of persuasion in diffusion of innovation, users
inner attitude of liking or disliking an innovation
would affect their use and acceptance of the
innovation (Rogers, 1995). A study based on e-
TAM pointed out that a higher acceptance attitude
towards virtual try-on technology would be
reflected in a relatively higher intention to use
(Kim & Forsythe, 2008). This indicates that at this
stage an individuals positive or negative
attitude at a psychological level towards the
objects is officially transformed into his intention
which finds expression in extrinsic behavior, and
the more positive his attitude towards the objects,
the more positive his behavioral intention will be.
hypothesis:
H4: Attitude towards virtual fitting room technology
has a significant positive impact on intention to use
virtual fitting room technology.
2- The Relation between Comparative Advantage,
Compatibility, Complexity, and Intention to Use
Virtual Fitting Room
At the stage of persuasion in innovation-
decision process, users inner attitude of liking or
disliking an innovative product was subject to the
influence of attributes of innovation (Rogers, 1995).
Holak & Donald (1990) regarded consumers
perceived comparative advantage of new products
as an indicator of product benefits, which involve
price & quality, obtained remuneration, and
increased comfort, and all of them are important
factors that influence consumers willingness to
accept innovations. Jen (2003) pointed out in her
Study on 3D Interactive Products Catalog that,
compared to 2D, the dynamics and interactivity of
3D models could give more sense of space and
enhance consumers impression, so this paper
suggests that comparative advantage of
attributes of innovation will be reflected in the
presentation mode compared to former 2D graphic
pictures as in the consumption of on-line clothes,
and this paper suggests that the higher the
comparative advantage is, the more positive the
attitude towards virtual fitting room technology is.
hypothesis:
H5a: Comparative advantage of virtual fitting room
intention to use virtual fitting room technology.
If a new products use function and value could be
consistent with consumers established habit of use
and could provide product-friendly value,
consumers acceptance and intention to use would
be enhanced (Holak & Donald, 1990). Consumers
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had a high perception of the novelty of
innovations and their forecast of benefits could be
influenced by previous relevant experience and
knowledge, and then had a high willingness to
accept innovation (Wang et al., 2008). Sultan &
Chan (2000) suggested that the compatibility of
computer technology and software included the
degree of adaptability to the existing systems
operation environment, the degree of change in
software interface as well as the degree of
approximation to past experience. It can be known
from the discussions of the above scholars that
compatibility in the attributes of innovation will
be reflected in consumers values and comparison
with past experience in using network technology
to buy clothing products, and that an innovation
which is compatible with the specifications of
existing products and peripheral software and
hardware is easy to be accepted by consumers, so
this paper suggests that the higher the
compatibility is, the more positive the attitude
towards virtual fitting room technology is.
hypothesis:
H5b: Compatibility of virtual fitting room technology
has a significant positive impact on intention to use
Complexity refers to the difficulty or facility in
using an innovative product or service, and many
studies pointed out that the higher the complexity
of a new product was, the lower the probability of
consumers accepting such a product was (Holak
& Donald, 1990; Rogers, 1995; Boyd & Mason,
1999). Complexity in the attributes of innovation
will be reflected in consumers perception of the
complexity of using virtual fitting room
technology; just like perceived ease of use, a
concept in Technology Acceptance Model (TAM),
when consumers subjectively think that the
technology is easy, they will be willing to use it, so
this paper suggests that the higher the
complexity is, the more negative the attitude
towards virtual fitting room technology will be.
hypothesis:
H5c: Complexity of virtual fitting room technology has
a significant negative influence on the intention to use
3- The Relation between Attitude towards Virtual
Fitting Room, Intention to Use Virtual Fitting
Room, and Purchase Intention
The quality value available on e-shopping
websites, after being manifested in efficacy,
efficiency, self-gratification, sense of achievement,
and utilizability, will influence customers
satisfaction, website browsing and re-purchase,
and this shows that consumers after producing
perceived value of the functions provided on the
websites will further produce purchase intention,
enabling electronic technology service to take on a
positive influence relation with online shopping
intention (Zeithaml, Parasuraman & Malhotra,
2002; Kim & Park, 2008). This indicates that on-line
clothes consumers perceived value of the service
provided on the e-shopping websites, such as the
virtual fitting room system, e.g., the above-
mentioned perceived usefulness, ease of use
and fun in the process of web browsing and
consuming behavior, enables consumers to feel
satisfied with the technology service provided, and
then produce an intention to use, which is at last
positively reflected in actual purchasing behavior.
As to the risk origin of clothing products,
consumers are used to actually touch a product to
test its quality (Ha & Stoel, 2004), and so, in order
to reduce network users perceived risk, pictures
and text can be adopted to attract consumers.
Studies have found that the use of pictures can
enhance users memory of the products, and make
the presentation mode closer to the real product
information, and whats more, the more advanced
3D virtual technology now can enable consumers
to acquire vividness and interactivity of product
information so as to improve the sense of
immediacy and authenticity, and it also can more
effectively reduce the consumers perceived risk
than the presentation mode of former 2D pictures
can do, having a positive influence on consumers
intention to buy and reuse. Therefore, this paper
proposes the following hypothesis:
H6: Intention to use virtual fitting room technology has
a significant positive impact on on-line clothes
purchase intention.
4- Perceived Risk as the Moderating Effect
When consumers perceived risk of a product is
higher, their intention to purchase it on-line will be

28

lower, because consumers will be worried about
the loss of perceived benefits and reduce their
intention to purchase. As far as the marketing
mode of online shopping is concerned, such
perceived risk the originates from the fact that the
network channel is unable to provide the
information, entertainment and social interaction
as in a physical channel, and it is reflected in the
increase in consumers perceived risk (Tan, 1999).
The perceived risk of network channel was higher
than that of the traditional physical channel, and a
higher perceived risk would increase consumers
worry about possible harms due to uncertainty,
and result in decreased purchase intention (Lee &
Tan, 2003). This indicates that a higher consumers
perceived risk will have a negative influence on
consumers purchase intention. Therefore, this
paper proposes the following hypothesis:
H7: Intention to use virtual fitting room technology has
a significant positive influence relation with purchase
intention, and a higher consumer perceived risk will
moderate the positive influence relation between the
intention to use virtual fitting room technology and the
on-line clothes purchase intention.
RESEARCH METHODS
1-Measurement
Perceived Usefulness of Virtual Fitting Room: This
paper refers to Heijden (2004): the degree of users
perception of virtual fitting room technology
systems help in their job performance, such as
work efficiency and work speed. Likert Five-point
Scale (1=Strongly Disagree, 5= Strongly Agree) is
adopted to measure the perceived usefulness of
virtual fitting room technology. There are 3
questions for measurement, and the representative
question type is: Virtual fitting room technology
can help me have a better idea of product
information when selecting and buying clothes on-
line.
Perceived Ease of Use of Virtual Fitting Room: This
paper refers to Heijden (2004): users perceived
difficulty or facility in learning and operating
virtual fitting room technology system. There are 3
question type is: I think virtual fitting room
technology is easy to learn and use.
Perceived Fun of Virtual Fitting Room: This paper
refers to Heijden (2004): when users are operating
virtual fitting room technology system, the degree
of perceived fun of the system itself besides any
expectable system performance result. There are 2
question type is: I think the process of using
virtual fitting room technology is fun.
Attitude towards Virtual Fitting Room: This paper
refers to Eagly & Chaiken (1993): attitude is an
inclination of an individuals evaluation of liking
or disliking, positive or negative perception and
belief which are lasting and consistent. There are 3
question type is: virtual fitting room technology
makes the shopping process pleasant and
enjoyable.
Attributes of Innovation-Comparative Advantage: This
paper refers to Rogers (1995): the degree of a new
technologys advantage over an old technology,
e.g., the more the relative advantages of virtual
fitting room technology are perceived, the more
the chances of virtual fitting room technologys
being accepted and adopted by user are. There are
2 questions for measurement, and the
representative question type is: I think the product
information provided by virtual fitting room
technology is clearer than it was in the past when
only size numbers and graphic pictures available.
Attributes of Innovation-Compatibility: This paper
refers to Rogers (1995): the degree of conformity to
an individuals value and past experience in the
social system. There are 3 questions for
measurement, and whether the operating mode
of virtual fitting room technology is consistent
with my former habit of buying clothes on-line is
a very important consideration.
Attributes of Innovation-Complexity: This paper
refers to Rogers (1995): the relative difficulty in
knowing or using virtual fitting room technology.
There are 3 questions for measurement, and the
representative question type is: When using virtual
fitting room technology to buy clothes, I will give
priority to the one that is easy to operate.
Intention to Use Virtual Fitting Room: This paper
refers to Fishbein & Ajzen (1975): an individuals
subjective probability of being engaged in a certain
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behavior and the subjective affirmation that the
probability is higher means the behavioral
intention is higher. There are 2 questions for
measurement, and the representative question
type is: I am willing to often browse clothing
websites which are provided with virtual fitting
room technology.
Consumers Purchase Intention: This paper refers to
Schiffman & Kanuk (2000): purchase intention is to
measure the probability of consumers buying a
certain product. There are 2 questions for
type is: After using the virtual fitting room, I am
willing to buy clothing products on that clothing
website.
Consumers Perceived Risk: This paper refers to
Forsythe & Shi (2003): financial risk, product
performance risk, psychological risk, time risk, etc.
that online shopping may produce. Financial Risk:
the degree of all possible losses with respect to
money born by consumers in the process of online
shopping; Product Performance Risk: product
functions are not up to the expected level of effect;
Psychological Risk: the degree of perceived mental
hurt when feeling frustrated, disappointed and
doubtful about self-control ability in the process of
shopping; Time Risk: the degree of uncertain loss
in terms of time and effort when which may occur
when buying products. There are 6 questions for
type is: When being engaged in on-line clothes
purchasing behavior, I am worried that I may have
paid the money for poor-quality products.
2- Data Collection
2.1 Research Object
This paper targets Taiwan internet users as the
objects for questionnaire survey. Convenience
sampling is adopted and network questionnaires
are randomly issued. The respondents are
browsers of Mix_Match and E-shopping on
PTT BBS websites (telnet://ptt.cc) as well as the
general public that use internet. The network
questionnaire begins with the Description Page,
where a respondent shall read the experiment
motive, operation procedure and notice, and then
proceed to on-line operation on clothing websites
that are provided with virtual fitting room
technology, of which this paper uses H&M site
(http://www.hm.com/us/#/startns/) and My
Virtual Model site (http://www.mvm.com/cs/).
2.2 Sample Structure
This paper issued 349 questionnaires, and after
removing incomplete and blank questionnaires,
347 valid questionnaires were returned. Gender
ratio of respondents is balanced (men 172,
accounting for 49.6%; women 175, accounting for
50.4%). Age group mainly ranges between 21-25
(148 persons, accounting for 42.7%). Profession
focuses on students (197 persons, accounting for
56.8%). And degree of education focuses on
university and junior college (221 persons,
accounting for 63.7%).

DATA ANALYSIS AND RESULTS
1- Reliability and Validity Analysis
1.1 Reliability Analysis
This paper conducts a Cronbachs coefficient test
to each construct to determine whether any
construct lacks of reliability and therefore its
corresponding question needs to be removed.
According to the suggestions by Nunnally (1978),
Cronbachs coefficient in basic research should at
least reach 0.8, and the reliability in exploratory
research should at least reach 0.7, and if it is lower
than 0.35, it shall be rejected or adjusted.
TABLE 1 HERE
This paper also adopts LISREL for further
confirmatory factor analysis, to test the fit and
intrinsic consistency between each construct and
its corresponding questionnaire questions. The GFI
of variables in this research is 0.99, NFI is 0.95 and
AGFI is 0.98, all of which have reached the criteria
proposed by Nunnally (1978). In addition, the CR
value of each construct in this paper ranges
between 0.81~0.95, showing that the composite
reliability is good.
1.2 Validity Analysis
As to convergent validity and discriminant
validity, the research results show that the
absolute value of t-value is higher than the
significance level of 2(=0.05), according to which

30

criterion it shows that the scale of this paper has
convergent validity.
TABLE 2 HERE
Table 2 shows that the square root of AVE value
of each construct is greater than correlation
coefficient value, whether in horizontal row or
vertical column, showing that the constructs are
different from each other and have discriminant
validity. And it can be known through the
correlation coefficient matrix that the correlation
coefficient value roughly ranges between
0.069~0.705 or -0.069~-0.227, showing that, except
for perceived usefulness and perceived risk as
well as perceived ease of use and complexity, all
the variables have a significant relation in between.
As expected, perceived usefulness, perceived ease
of use, perceived fun, attitude towards virtual
fitting room, comparative advantage, compatibility
and intention to use virtual fitting room have a
positive correlation with consumers purchase
intention, while complexity and perceived risk
have a negative correlation with other constructs
as expected.
2- Mode Evaluation and Hypothesis Test
This paper adopts structural equation for model
estimation and evaluation and, in the analysis
process, directly brings interaction into the
model to evaluate the overall model fit. The
models estimated result is shown in Table 3, and
according to the measurement criteria suggested
by Hair, Anderson, Tatham & Black (1998) that
GFI and NFI should be greater than 0.9 and AGFI
greater than 0.8, it shows that the model of this
paper has a good fit.
TABLE 3 HERE
2.1 The Relation between Perceived Usefulness,
Perceived Ease of Use, Perceived Fun, and Attitude
towards Virtual Fitting Room
In perceived usefulness of virtual fitting room
(1)attitude towards virtual fitting room (3)
path, the 31 standardized estimate value e is 0.25,
and t test value is 7.04, indicating that the higher
the perceived usefulness of virtual fitting room is,
the more positive the attitude towards virtual
fitting room will be, so H1 is true. In perceived
ease of use of virtual fitting room (4)perceived
usefulness of virtual fitting room (1) path, the 14
standardized estimate value e is 0.34, and t test
value is 7.04, indicating that the higher the
perceived ease of use of virtual fitting room is, the
higher the perceived usefulness will be, so H2b is
true. In perceived ease of use of virtual fitting
room (4)perceived fun of virtual fitting room
(2) path, the 24 standardized estimate value e is
0.35, and t test value is 7.28, indicating that the
higher the perceived ease of use of virtual fitting
room is, the higher the perceived fun will be, so
H2c is true. In perceived ease of use of virtual
fitting room (4)attitude towards virtual fitting
room (3) path, the 34 standardized estimate
value e is 0.12, and t test value is 3.23, indicating
that the higher the perceived ease of use of virtual
fitting room is, the more positive the attitude
towards virtual fitting room will be, so H2a is true.
In perceived fun of virtual fitting room
(2)attitude towards virtual fitting room (3)
path, the 32 standardized estimate value e is 0.35,
and t test value is 9.45, indicating that the higher
the perceived fun of virtual fitting room is, the
more positive the attitude towards virtual fitting
room will be, so H3 is true.
2.2 The Relation between Comparative Advantage,
In the comparative advantage in the attributes of
innovation (1)the intention to use virtual fitting
room (2) path, the 41 standardized estimate
value e is 0.10, and t test value is 2.47, indicating
that the higher the comparative advantage is, the
higher the intention to use virtual fitting room will
be, so H5a is true. In the compatibility in the
attributes of innovation (2)intention to use
virtual fitting room technology (2) path, the 42
standardized estimate value e is 0.28, and t test
value is 5.67, indicating that the higher the
compatibility is, the higher the intention to use
virtual fitting room will be, so H5b is true. In the
complexity in the attributes of innovation
(3)intention to use virtual fitting room
technology (2) path, the 43 standardized
estimate value e is -0.08, and t test value is -1.71,
indicating the hypothesis that the higher the
complexity is, the lower the intention to use virtual
fitting room will be does not present a significant
relation, so H5c is false.
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2.3 The Relation between Attitude towards Virtual
Fitting Room, Intention to Use Virtual Fitting Room,
and Purchase Intention
In the attitude towards virtual fitting room
technology (3)intention to use virtual fitting
room technology (3) path, the 43 standardized
estimate value e is 0.75, and t test value is 14.73,
indicating that the more positive the attitude
towards virtual fitting room technology is, the
higher the intention to use virtual fitting room will
be, so H4 is true. In the intention to use virtual
fitting room technology (4) purchase intention
(5) path, the 54 standardized estimate value e is
0.50, and t test value is 12.63, indicating that the
higher the intention to use virtual fitting room is,
the higher the purchase intention will be, so H6 is
true.
2.4 Interference Effect of Perceived Risk
In the intention to use virtual fitting room
technology (4) purchase intention (5) path,
the interference effect of perceived risk (5) is
separately discussed. It can be known from the 55
path that the standardized estimate value e is -0.02
and t test value is -2.96, showing that a higher
perceived risk will moderate the positive influence
relation between the intention to use virtual fitting
room technology and the on-line clothes purchase
intention, so H7 is true.
CONCLUSIONS AND MANAGERICAL
IMPLICATIONS
1- The Relation between Perceived Usefulness,
Perceived Ease of Use, Perceived Fun, and Attitude
towards Virtual Fitting Room Technology
In electronic technology acceptance model, the
hypotheses between perceived usefulness,
perceived ease of use, perceived fun, and attitude
towards virtual fitting room technology are all
true, indicating that virtual fitting room can enable
consumers to perceive it as useful, easy to use, and
fun, and all such perceptions are conducive to
developing consumers positive attitude.
Therefore, the perceived ease of use of virtual
fitting room will be conducive to develop a
perception that the virtual fitting room is useful
and fun.
2- The Relation between Comparative Advantage,
The assumption between comparative advantage
in the attributes of innovation and intention to use
virtual fitting room is true, and is consistent with
the hypothesis. The reason why virtual fitting
room technology is popular with the public is that
it offers free collocation of clothing products and
different-sized presentation choices according to
individual demand and, compared to fixed-angle
photos in the past which can not be changed at
will, enables the users to acquire more
information, and therefore, the users are willing to
use such a technology. The hypothesis between
compatibility and intention to use virtual fitting
room is also true, so it is known that virtual fitting
room has connections with consumers past
experience with respect to usage concept and
operation interface and that compatibility is an
important influential factor that enhances the
intention to use. Despite that the hypothesis that
complexity will reduce the intention to use is not
true, the path analysis result (t-value=-1.71) shows
that it is not contrary to the original direction of
hypothesis, and the possible reasons for such
falseness may be because that consumers are
limited by the specific test website design and
performance, such as degree of education, and
therefore have varied interpretations of the degree
of complexity.
3- The Relation between Attitude towards Virtual
Fitting Room, Intention to Use Virtual Fitting Room,
and Purchase Intention
This paper assumes that a positive consumer
attitude towards virtual fitting room will enhance
a consumers intention to use virtual fitting room,
and then increase his purchase intention, and
empirical findings show that H4 and H6 are true,
indicating that after using the virtual fitting room,
if consumers can have a positive attitude towards
and belief in such technology service, their
intention to reuse will be enhanced, and such
positive relation will increase the probability of
purchase intention.
4- Moderating Effect of Perceived Risk

32

This paper assumes that a higher consumers
perceived risk will moderate the positive influence
relation between the intention to use virtual fitting
room technology and the purchase intention, and
path analysis result (t-value=-2.96) shows that it
has a negative relation with purchase intention,
which is consistent with this papers inference
from literature, indicating that consumers
purchase intention is subject to the influence of
risk existing in online shopping.
5- Management Implications
From the above literature review and empirical
findings we can see that when Taiwan consumers
are aware that virtual fitting room can provide
them with benefits and fun when selecting and
buying clothing products and that it is easy to use
in the process, consumers will be willing to use
such a technology system, which will be conducive
to their purchase intention as well, so clothing
brand manufacturers can use it as a reference for
making brand marketing strategies of online
shopping. However, the following aspects shall be
taken into consideration in the process of use: 1.
Differentiation with Competitors: in the first place,
consumers are made to feel that virtual fitting
room is useful, easy to use, and can be easily done
in technical conditions, but more relevantly, it shall
be able to continuously provide consumers with
new fun, just as Heijden (2004) emphasized in e-
TAM that being able to provide fun is the primary
benefit of electronic technology in a family. 2.
Provision of Detailed Information, which is always
the primary concern of online shoppers.
Manufacturers should make use of the
comparative advantage and compatibility in the
attributes of innovation and, in the early
development stage of using virtual fitting room,
utilize products high-resolution 2D local pictures
matched with virtual fitting rooms 3D effect
presentation to enable a consumer to through his
familiar information gathering mode to develop a
habit of using the virtual fitting room. 3. When
consumers are in hesitation due to perceived risk,
it is the opportunity on which brand
manufacturers can capitalize. How to constantly
improve trade confidentiality, finance and logistics
systems so as to reduce the intangible opportunity
cost in consumers heart in the purchasing process
as opposed to other tangible costs such as traffic
cost and searching cost is the market niche for a
manufacturer to make a difference and develop
new market.
LIMITATIONS AND FUTURE RESEARCH
DIRECTION
The samples selected in this paper are mostly
students (56.8%) and are not able to give full
expression to Taiwan consumers views on this
research. Especially, the age group in this paper is
concentrated on the age group 21-30 (79.9%) and
fails to extend the research to every age group,
which may produce sampling error. Moreover, this
paper only adopts two clothing websites as the
reference for research and survey and does not
differentiate brands influence on consumers. It is
suggested that scholars in the future can enlarge
the research sample to reduce sample bias, and
further expand other variables that may influence
the use of virtual fitting room, to provide on-line
clothes purchasing behavior with reference in
technological development and facilitate brand
operators in making marketing strategies

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34

Table 1: Cronbachs Coefficient of Each Construct

Construct Questions Number of
Questions
Cronbachs
Perceived Usefulness of VFR 1-3 3 0.813
Perceived Ease of Use of VFR 4-6 3 0.773
Perceived Fun of VFR 7-8 2 0.783
Attitude towards VFR
9-11 3 0.738
Comparative Advantage of
VFR
12-13 2 0.841
Compatibility of VFR
15-16
2 (14 is
removed)
0.720
Complexity of VFR
18-19
2 (17 is
removed)
0.751
Intention to Use VFR
20-21 2 0.827
Perceived Risk
22-27
5 (25 is
removed)
0.797
Purchase Intention 28-29 2 0.769

Table 2: Test of Discriminant Validity between Constructs
Variables 1 2 3 4 5 6 7 8 9 10
1 Perceived
Usefulness
(0.85)
2 Perceived Ease
of Use
0.375** (0.85)
3 Perceived Fun 0.405**
0.367*
*
(0.82)
4 Acceptance
Attitude
0.519**
0.404*
*
0.583** (0.89)
5 Comparative
Advantage
0.464**
0.347*
*
0.440** 0.499** (0.85)
6 Compatibility 0.274**
0.173*
*
0.211** 0.268** 0.264** (0.87)
7 Complexity
-
0.192**
-0.076
-
0.183**
-
0.199**
-
0.176**
-
0.261**
(0.86)
8 Intention to
Use
0.492**
0.346*
*
0.413** 0.699** 0.474** 0.366**
-
0.265**
(0.87)
9Perceived Risk -0.069 -0.138*
-
0.176**
-
0.212**
-
0.149**
-
0.152**
0.224**
-
0.226**
(0.87)
10 Purchase
Intention
0.451**
0.337*
*
0.312** 0.705** 0.446** 0.283**
-
0.227**
0.671**
-
0.203**
(0.87)
Note: Numerical value in () is the square root of AVE value and that below the () is correlation coefficient.

ISSN: 2308-1368


Table 3: Hypothesis Path Test Result
Hypothesi
s
Variables Relation
Estimate
Value
T -
value
Hypothetical
Relation
Test Result
H1
Perceived usefulnessAttitude towards
virtual fitting room technology (31)
0.25 7.04* + supported
H2a
Perceived ease of use Attitude towards
H2b
Perceived ease of use Perceived
usefulness(14)
H2c
Perceived ease of useperceived
fun(24)
H3
Perceived fun Attitude towards virtual
fitting room technology (32)
H4
Attitude towards virtual fitting room
technology Intention to use virtual
0.75 14.73* + supported
H5a
Comparative advantage Intention to use
H5b
Compatibility Intention to use virtual
H5c
Complexity Intention to use virtual
-0.08 -1.71 - rejected
H6
Intention to use virtual fitting room
technology purchase intention (54)
0.50 12.63* + supported
H7
Intention to use virtual fitting room
technology *perceived risk purchase
intention (55)
-0.02 -2.96* - supported
Note: 1. Model Test Results: Chi-Square=66.48, df=24, GFI=0.99, AGFI=0.98, NFI=0.95.
2. In the column of T-value, * indicates standardized coefficient t value2.

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