The Effects of the Virtual Avatar Fitting Models for Apparel e-Commerce in Consumer's Purchasing Behavior: Comparing Traditional Model with Virtual Avatar Model
Year: 2013
Type: article
Study design: Observational Study
Abstract: The purpose of this study is to compare the traditional shopping model and virtual avatar fitting model with regards to credibility and favorable impression effects on shopping mall satisfaction, product preferences, and purchasing intentions of apparel e-commerce. Questionnaires are distributed to 10-30s years old consumers who live in Seoul. Data are analyzed by descriptive statistics, Cronbach's ${\alpha}$ , and regression analysis. The results are that the provoked credibility and favorable impression from the traditional shopping model affects the consumers' shopping mall satisfaction and buying intention in descending order. In additional, the credibility from traditional shopping model affects the product preference. The provoked credibility from the virtual fitting model influences the consumers' product preferences, and buying intentions. The favorable impression from the virtual fitting model affects shopping mall satisfaction. In general, provoked credibility from virtual avatar fitting model and traditional shopping model play key roles which could influence the consumers' buying intention.
Source: Fashion business
Authors: Suyeon Hwang, Sangmoo Shin
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2052475261