Abstract
The objectives of this study were to investigate whether images of female bodies shown in a website influence female consumers' level of body satisfaction and to examine how these variables affect online shoppers' concerns with garment fit and size and their intentions to use a virtual try-on model. We conducted an experiment using a 2 × 2 between-subject factorial design with 249 college students. The results showed the main effects of female bodies associated with body satisfaction on female consumers' concerns with garment fit and size. We also found a negative relationship between body satisfaction and concerns with garment fit and size as well as a positive relationship between concerns and intentions to use virtual try-on technology. However, we found no significant effect of female bodies on female consumers' body satisfaction.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
