Merchandising/Marketing/Retailing: Management

Interactive Web Service and Risk Perception: Implication Toward Virtual Try-On (VTO) Service

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Abstract

Fashione-retailers have adopted Virtual Try-On (VTO) services based on 3D Avatarscreated with consumers’ individual body measurements. As avatar-based VTOservices provide user-friendly and interactive experiences online, it is necessary to examine their concern about providing personal body information for enhancing consumer experience that ultimately influences their decision to use 3D body-scanning-basedVTO services in future. This study collected consumer responses toward using the Avatar-basedVTO service, and structural education modeling was conducted to analyze the dataset. Results indicate that the direct and indirect roles of consumer experience in explaining the behavior of adopting 3D body-scanning-based VTO services in future within the S-O-R framework. Results also indicate that consumers’ experience with the interactive services (i.e., perceived personalization and responsiveness)can buffer their negative perception of information security risk. Results provide practical suggestions to e-fashion retailers that adopt VTO services.

Keywords: 3D body scanning, consumer expereince, Risk, virtual-try-on (VTO), interactivity

How to Cite:

Youn, S., Hwang, J., Zhao, L. & Kim, J., (2022) “Interactive Web Service and Risk Perception: Implication Toward Virtual Try-On (VTO) Service”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13736