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Please use this identifier to cite or link to this item: http://localhost:8080/xmlui/handle/123456789/1430
Title: Will I virtually try and buy? – exploring the adoption of virtual fitting rooms through the lens of perceived value, risk, and consumer characteristics
Authors: Sharma, Ruchika
Issue Date: 2025
Publisher: The International Review of Retail, Distribution and Consumer Research
Abstract: Despite the potential of Virtual Fitting Rooms in overcoming the difficulties of online shopping, online retailers are grappling to expedite their widespread adoption. By integrating the technology acceptance model and perceived risk theory, this study validates a comprehensive framework to examine the impact of perceived value and perceived risk on their adoption. A cross-sectional surveybased research design was adopted using structural equation modelling and process macro. The results reflect that while perceived value positively impacts consumers’ behavioural intention to use VFRs, perceived risk exhibited an inverse relationship with the consumers’ behavioural intention to use VFRs. Also, the results confirm consumers’ behavioural intention to use the VFRs exerted a significant impact on VFRs adoption. Additionally, it was found that while consumer self-confidence moderates the relationship between perceived value, perceived risk and consumer behavioural intention, consumer innovativeness has no moderation effect on the relationship between perceived value, perceived risk and consumer behavioural intention to use VFRs. This study provides novel insights to online retailers and web designers to design appropriate strategies to integrate VFRs into their systems and enhance consumers’shopping experience.
URI: http://localhost:8080/xmlui/handle/123456789/1430
Appears in Collections:PGDM

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