From Clicks to Fits: Understanding Consumer Attitudes towards Virtual Try-On in Online Fashion Retail. A quantitative study

This thesis investigates the impact of Virtual Try-On (VTO) technology, powered by Augmented Reality (AR), on consumer behavior within e-commerce. Specifically, we seek to address the following research question: To what extent do media usefulness and psychological inspiration influence attitude towards VTO, and subsequently behavioral intention to use VTO and to recommend it? As online retailers, notably Amazon Europe, increasingly integrate VTO features into their platforms, understanding consumer engagement and response becomes critical. This study extends the Technology Acceptance Model (TAM) by incorporating perceived media usefulness and psychological inspiration to assess their influence on consumer attitudes towards VTO. A quantitative approach was employed, utilizing a survey to collect data from a sample of online shoppers in Europe. The findings reveal that both perceived usefulness and psychological inspiration significantly affect consumer attitudes, which in turn drive behavioral intentions to use and recommend VTO technology. This research contributes to the existing literature on consumer behavior and technology acceptance, providing practical insights for enhancing VTO adoption in the fashion e-commerce industry.