Social and Psychological Aspects

The Impact of Virtual Body Satisfaction on Purchase Intentions of a Skirt During Virtual Try-On

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Abstract

Understanding the impact of seeing a virtual-self on body satisfaction is critical because earlier studies showed that people tend to have decreased body satisfaction after interacting with their 3D body images (Park, 2018; Ridgway, 2017; Saeidi & Romeo, 2017). However, these studies did not consider exactly which body parts affected such perceptions. For example, weight and body-build are significant appearance aspects that are related to being thin and being fit, respectively (Pritchard & Cramblitt, 2014). When people view their 3D body scans during virtual try-on, they may focus on looking at specific areas on the body depending on the garment type to be considered for purchasing during online shopping. As a result, changes in body satisfaction after interacting with one’s own virtual body may affect their intentions to purchase garments. Therefore this study was designed to understand the virtual body satisfaction of females between 18 to 35 years old, who comprise the largest online apparel shopper group, and their purchase intention of a garment after seeing their body in 3D.

How to Cite:

Buyukaslan, E., Baytar, F. & Kalaoglu, F., (2019) “The Impact of Virtual Body Satisfaction on Purchase Intentions of a Skirt During Virtual Try-On”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8828