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.
Highlights
In order to increase consumers’ garment fit satisfaction and reduce return costs, apparel companies work on integrating virtual try-on technologies to their online shopping activities (Bohnhoff, 2016)
Principle component analysis with Oblimin rotation was conducted to reduce dimensions of the twenty-one-items body satisfaction scale to find out major body areas first
Particular changes in virtual body satisfaction was explored in order to see its impact on purchase intention upon online shopping
Summary
In order to increase consumers’ garment fit satisfaction and reduce return costs, apparel companies work on integrating virtual try-on technologies to their online shopping activities (Bohnhoff, 2016). Understanding the impact of seeing a virtual-self on body satisfaction is critical because earlier studies show that people tend to have decreased body satisfaction after interacting with their 3D body images (Park, 2018; Ridgway, 2017; Saeidi & Romeo, 2017). These studies did not consider exactly which body parts affected such perceptions. 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. This study is designed to understand the virtual body satisfaction of females between 18 to 35 years old, who comprise the largest online apparel shopper group (Statista, 2019), and their purchase intention of a garment after seeing their body in 3D
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