Abstract
<p style="margin-bottom: 0px; font-stretch: normal; font-size: 10px; line-height: normal; font-family: Times; color: rgb(0, 0, 0);"><span style="font-kerning: none">Baby boomers are called the "new older consumer" who are more open to new technologies than previous generations. Virtual technology has been designed to enhance consumers’ experiences with online apparel shopping. The purpose of this study was to explore female baby boomers’ perceptions of virtual technology in the online apparel shopping context. Three focus groups with a total of 18 participants were conducted. Four emergent themes were used to structure the interpretation: A Sure Fit, A Gamechanger, Virtual Paper Doll, and The Downside. Findings of this study reveal how participants perceive the value of virtual technology for addressing the drawbacks of purchasing apparel online, especially as older consumers. Participants considered virtual technology to be a gamechanger, but only if it is not too complicated or time consuming to adopt. Thus, retailers need to take user experiences among baby boomer consumers into account when implementing virtual technology on their websites.</span>
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