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Impact of Virtual Try-On Features on Purchase Intention in Online Apparel Shopping | International Journal of Advances in Business and Management Research (IJABMR)
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Articles
DOI: 10.62674/ijabmr.2026.v3i03.004
Published: 2026-03-12

Impact of Virtual Try-On Features on Purchase Intention in Online Apparel Shopping

Mangalore University, 574119 Karnataka, India
St Aloysius College (Deemed to be University), 575003 Karnataka, India
Online Apparel Shopping Perceived Usefulness PLS-SEM Purchase Intention Trust Virtual Try-On Technology

Abstract

This research explores how virtual try-on technology impacts consumers’ willingness to purchase apparel in an e-commerce environment. It focuses on the roles of interactivity, visual authenticity, and user-friendliness in shaping shoppers’ perceptions of usefulness and trust. The study further analyses how these perceptions contribute to their overall willingness to make a purchase. This study collected responses from 224 consumers in Dakshina Kannada District, India, all of whom had previously used virtual try-on for online apparel purchases. The proposed conceptual framework was evaluated using partial least squares structural equation modelling (PLS-SEM) in the SmartPLS software, prioritising enhanced visual realism and the system's performance. These outcomes show perceived utility and trust are significantly increased by interactivity, realism, and ease of use. Among these, realism and usability are more important than interaction, indicating that enhancing these factors can lead to a greater impact on customer engagement and satisfaction. Additionally, customers' buying intention is greatly increased by perceived utility and trust, with trust being the more significant predictor. The structural model demonstrates a moderate explanatory capacity, accounting for 57.6% of the variance in purchase intention. Online apparel retailers should prioritise enhancing visual realism and the system's ease of use in virtual trial applications to strengthen consumer trust and perceived usefulness. Investments in accurate visualisations and user-friendly interfaces may significantly increase purchase intentions. By offering data relevant to a given region and explaining the psychological mechanisms via which technical features impact consumer decision-making, this study adds to the scant empirical literature on virtual try-on technology in online garment buying.

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Article Contents

Indexed In

 

Journal title

International Journal of Advances in Business and Management Research (IJABMR)

ISSN (online)

2584-1718

Publisher's name

Swami Vivekananda Global Academy, India

Established Since

2023

Email Id

info@ijabmresearch.org

DOI Prefix

10.62674/ijabmr

Peer Review

Double Anonymous Peer Review

Licensing

CC BY-NC-ND

Open Access

Yes

 

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Score: 6.038









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