Influence of motivational orientations on consumers’ adoption of virtual fitting rooms (VFRs): moderating effects of fashion leadership and technology visibility

Abstract

ABSTRACT Virtual fitting rooms (VFRs) provide consumers with a fitting experience comparable to in-store fitting. However, despite the great potential of VFRs, their adoption is still in the preliminary stage. The purpose of this study was to investigate the relationship between consumers’ motivational orientations, perceptions, and their adoption intentions toward VFRs. Additionally, the moderating effects of fashion leadership and technology visibility were examined. Data were collected from 324 Korean consumers and analysed using structural equation modelling as well as multi-group comparisons. The results reveal that respective motivational orientations exerted significant influence on consumers’ perceived functional and experiential values toward VFRs, which, in turn, had a positive influence on their adoption intention. Results also suggest that fashion leadership and technology visibility moderated the importance of rendering functional and experiential features of VFRs in increasing consumer adoption of VFRs.