Merchandising/Marketing/Retailing: Branding

The impact of True Fit Technology on Consumer Confidence in their online clothing purchase

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Abstract

As online shopping gains traction, consumers have more choice from where they buy clothing, however, it also comes with the worry that because they are buying a clothing item sight-unseen, it just won't fit and hence will be a waste of money. This proposed conceptual study is exploratory in nature and aims at examining the use of True Fit® technology by consumers and its' impact on consumer confidence with respect to online sizing. Technology Acceptance Model and Theory of Uncertainty will be used as the basis for the theoretical framework for this study. The study will be set up as an experiment and will analyze consumers' beliefs with respect to online sizing both pre and post exposure to True Fit® technology.

How to Cite:

Parr, J. & Pookulangara, S., (2017) “The impact of True Fit Technology on Consumer Confidence in their online clothing purchase”, International Textile and Apparel Association Annual Conference Proceedings 74(1).