Online Apparel Shopping Research Articles

Comparing VR- and AR-Based Try-On Systems Using Personalized Avatars

Despite the convenience offered by e-commerce, online apparel shopping presents various product-related risks, as consumers can neither physically see nor try products on themselves. Augmented reality (AR) and virtual reality (VR) technologies have been used to improve the shopping online experience. Therefore, we propose an AR- and VR-based try-on system that provides users a novel shopping experience where they can view garments fitted onto their personalized virtual body. Recorded personalized motions are used to allow users to dynamically interact with their dressed virtual body in AR. We conducted two user studies to compare the different roles of VR- and AR-based try-ons and validate the impact of personalized motions on the virtual try-on experience. In the first user study, the mobile application with the AR- and VR-based try-on is compared to a traditional e-commerce interface. In the second user study, personalized avatars with pre-defined motion and personalized motion is compared to a personalized no-motion avatar with AR-based try-on. The result shows that AR- and VR-based try-ons can positively influence the shopping experience, compared with the traditional e-commerce interface. Overall, AR-based try-on provides a better and more realistic garment visualization than VR-based try-on. In addition, we found that personalized motions do not directly affect the user’s shopping experience.

One Tap Shopping Impulsive Fashion and Apparel Buying Behaviour

Digitalization has transformed brick and motor fashion-oriented business to one tap convenient business through smart phones via mobile applications. The digital age is more inclined towards fashion and apparel due to ample exposure of current trends in fashion industry through internet, social media, travelling, cultural exchange and others. The study emphasized on discovering the online fashion and apparel buying behavior, satisfaction level, and exploring the most influential factors towards the digital consumers for online fashion and apparel shopping by analyzing 256 respondents through convenient and judgmental sampling. Data is analyzed through Factor analysis and multiple regression. The study reveals that Price sensitivity factors has significant weightage towards online fashion and apparel shopping like flash sales, loyalty programs and points, spike sales- exciting offers on all categories for limited period, cashback offers, Discounts and offers.

Data modelling consumer-generated content usage for apparel shopping.

This data article presents raw inferential statistical data which determine the use of consumer-generated content for online fashion apparel shopping among young adult consumers in South Africa. The data was gathered from consumers within the Gauteng Province metropolitan area of Johannesburg. Structural equation modelling approach using partial least squares statistical software (Smart PLS) was used to test the posited hypotheses in the conceptual research model. Structured questionnaires were distributed to consumers within the Johannesburg Metropolitan area. This data set show that perceived usefulness, perceived trustworthiness, knowledge and Competence has a major statistical impact on attitude towards the use of consumer generated content. The data also suggested a statistically significant relationship between attitude and intention to use consumer generated content as a source of information for online apparel shopping. In addition, the data showed that the perceived usefulness and trustworthiness had a statically marginal impact on usage intention. The data also shows that the perceived enjoyment of user generated content by users has had a negative and statically insignificant impact on attitude, while attitude has had a positive and significant effect on consumer behavioural intentions.

A study of Chinese consumers’ adoption behaviour toward virtual fitting rooms

ABSTRACT The purpose of this study was to investigate Chinese consumers’ adoption behaviour toward VFRs by using the Technology Acceptance Model. Additionally, this study aimed to examine the influence of two relevant personality traits, fashion leadership and technology anxiety, on consumers’ VFRs adoption. Data were collected from 474 Chinese consumers via an online survey. Comparative analyses and regression analyses were conducted to test the proposed conceptual model regarding Chinese consumers’ adoption intention towards VFRs. It was surprising to learn that perceived usefulness, among the three perceptions suggested by TAM, had the relatively least influence on Chinese consumers’ adoption intention toward VFRs. Additionally, moderating effects of fashion leadership and technology anxiety were found on the relationship between consumers’ perceptions and adoption intention toward VFRs. The findings could provide implications to retailers and brands in their endeavours to motivate and encourage different consumers to use VFRs for online apparel shopping.

Evaluating garments in augmented reality when shopping online

PurposeAugmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.Design/methodology/approachThis research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.FindingsResults indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.Research limitations/implicationsOur findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.Originality/valueOur study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

The effect of perceived benefits and perceived risks on intention to shop apparel online by white - collar women in Vietnam

Online apparel shopping has become more and more popular and has attracted many consumers. This research aims to study how these perceived benefits and perceived risks influenced Internet users on buying apparel online. A survey of 298 white-collar women was carried out to identify the benefits and risks when buying apparel online. Five dimensions of perceived benefits (i.e. convenience shopping, abundance and liking product, competitive price, enjoyment, and comfortable shopping) and three dimensions of perceived risks (i.e. financial risk, product risk, and time risk) were ascertained by exploratory factor analysis. The correlation between these benefits and risks with online purchasing intention was explored by multiple regression tests. The result demonstrates that consumers perceive benefits more than risks in online apparel shopping. While ‘comfortable shopping’ has the strongest effect on respondents’ intention, ‘competitive price’ has the lowest effect. Among the risks, product risk is of highest concern, followed by financial risk and time risk. The result also shows that middle-age white-collar women of 31 to 40 years old have the intention to shop apparel online higher than other groups.

A Case Study on Factors Influencing Online Apparel Consumption and Satisfaction between China and Ghana

The study explores and compares the influence of perceived online shopping benefits namely convenience, pricing, and wider selection towards online satisfaction between China and Ghana. It also seeks to explore the factors that motivate individuals to shop online. Further, the problem(s) faced by both countries in shopping online is examined. Descriptive analysis, correlation, Anova and regression analysis were used in assessing and comparing consumers’ online experience. It was found that there is a high prevalent rate (97.5%) of online apparel shopping among Chinese and Ghanaian respondents where the prevalent rate of patronizing online apparel was relatively higher among Chinese youth than the Ghanaian. Convenience, internet usage proficiency and easy access to internet were the main factors that facilitates online apparel shopping among the respondents. Level of income makes the difference in rate online apparel patronization between Chinese and the Ghanaian. On the contrary, level of income, Trust, and Privacy and confidentiality of personal information were found as challenges discourages Ghanaians online apparel consumers likewise Chinese consumers.

Choice Overload and Online Approach Behavior

This study examines how the number of choices offered on a website influences consumers' internal states (affective and cognitive responses) and their approach/avoidance behavior during online apparel shopping. Focus-group and questionnaire data collection methods with a 3 (number of choices) by 3 (presentation formats) factorial experimental design were employed. The theoretical frameworks, “choice overload” and “online store atmospherics and shopper response,” were applied. A total of 382 usable responses were collected. Although the interaction proposed in the study was not statistically significant, the findings of the study show that the effect of choice overload may not only influence the in-task generated responses but also have a deeper and long-lasting impact on the online consumer behavior. The respondents react to the large choice set on the basis of feelings and emotions (affective responses), and these responses ultimately lead to a subsequent attitude and approach behavior.

Managing online product assortment and order fulfillment for superior e-tailing service experience

Purpose The purpose of this paper is to bridge together seemingly disparate yet interconnected paradigmatic antecedents of e-tailing and servicescape, i.e., product assortment, order fulfillment, shopping assistance and its consequences for shopping efficiency. Design/methodology/approach The proposed conceptual model is well grounded in the extensive literature from e-tailing as well as retailing domain and to assess the plausibility of the model. Total 246 female online apparel shoppers were surveyed from an Indian university and the data were analyzed using structural equation modeling through SmartPLS. Findings The outcomes of the study indicate that the e-customer may derive a substantial share of shopping assistance and service interface through product assortment offered by e-tailing sites. Customer-perceived performance of this e-shopping process – a crucial element of e-tail servicescape – directly affects the shopping assistance, along with order fulfillment capability of retail scope. Research limitations/implications The study used a sample of graduate students at a north-west university in India, which limits the generalizability of the research to other consumer groups. The paper links a significant body of literature within a conceptually developed framework and identifies key research areas in the e-tailing realm. Practical implications By better understanding the role of product assortment as a value-added feature in online value co-creation process, the e-tail managers can leverage the proposed integrated capability to improve e-tailing performance and customer outcomes in the form of business. Social implications With rapid advancements in internet-led communication, we are witnessing the dawn of a new era of e-tail innovations around us which is expected to change the way people experience shopping. Originality/value This research is an attempt to enrich the level of understanding about online shopping environment in light of relationships among virtual and physical facets of e-tail, i.e., product assortment, order fulfillment, shopping assistance and shopping efficiency. The authors investigate customer-perceived product assortment performance in e-tailing and its significances on shopping outcomes.

Does need for touch matter in the context of apparel online shopping? - Compensatory role of online aesthetic and instrumental cues -

The purpose of this study is to examine the compensatory role of instrumental (e.g., product information) and aesthetic (e.g., website background) online cues presented within apparel websites where touch is unavailable. The moderating role of two need for touch (NFT) dimensions (i.e., autotelic and instrumental NFT) between online cues and consumer responses was also investigated. Results demonstrate that personal differences in autotelic and instrumental NFT moderate the relationship between online cues and affective responses. It was found that consumers high in autotelic NFT (i.e., who need to touch for fun) seek more instrumental cues to compensate for lack of touch when shopping apparel products online. Surprisingly, consumers high in instrumental NFT (i.e., who need to touch for product evaluation) use aesthetic as well as instrumental cues to supplement the absence of touch. In contrast, for the low NFT groups, only aesthetic online cues showed significant effects on consumer arousal. Further analysis shows that instrumental NFT is negatively related to purchase intention while autotelic NFT has a positive effect on purchase intention. This implies that need for hedonic-oriented touch is no longer a barrier for online apparel shopping. However, the instrumental NFT seems a significant obstacle for the adoption of online apparel purchasing.

Influencing factors of brand perception on consumers’ repurchase intention: An examination of online apparel shopping

The research objective is to analyze the impact of brand perception on the repurchase intention in the case of online apparel shopping in Pakistan. This study is based on a more holistic approach than previous studies, incorporating multiple different theories of brand perception in order to capture the complexity of influences and to explain a repurchase intention as a dependent variable. Theoretical framework of the study was developed on the basis of schema theory, image-congruence theory, commitment-trust theory and earlier empirical findings. The study has investigated brand experience, image-congruence, affect, and trust as influencing variables. Quantitative research instrument has been applied on a total sample of 396 respondents from Pakistan online consumer market, using a convenience sampling. Structural Equation Modeling (SEM) was used for data analysis. The results of the study showed significant positive influences of all the proposed constructs on the repurchase intention except for the brand experience.

Exploring Online Apparel Shopping Satisfaction on Sizing and Fit for Malaysian Children

The advancement for the internet facilities have encouraged the the proliferation of online shopping especially apparel segments in Malaysia. Apparel are not only for basic neccessity but also as a trendy fashion as well. Meeting an appropriate sizing and comfortable apparel are the most important elements for consideration of purchasing. This study has determined the uncertainty problem on sizing and fit of apparel for Malaysian children from the perceptive of parents or guardians. Girth and length were identified as a good key dimensions measurement. Height and bust and, height and waist were used to measure upper body and lower body respectively. Analysis of variance (ANOVA) has proved that higher income households had greater discrepancies with respect to satisfaction levels items than lower income household. Different apparel sizing system by brands and manufacturers could lead to consumer confusion and dissatisfaction in shopping via online.

Shopping Orientations towards Online Purchase Intention in the Online Apparel Purchase Environment

Online apparel shopping is growing at a very fast pace in spite of the fact that online apparel shoppers face problems in online apparel shopping such as colour, size, quality etc. So it is vital to explore the factors affecting customer’s online apparel purchase intention. The objective of this study is to find the impact of shopping orientations on customer’s online apparel purchase intention and to find the construct which has strongest impact on customer’s online apparel purchase intention. It is found that impulse purchase orientation, quality orientation, brand orientation and convenience orientation, shopping enjoyment orientation are positively related to the customer’s online apparel purchase intention. It is also found that convenience orientation is the most important contributor to customer’s online apparel purchase intention.

Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping

Consumers tend to imagine product features, functions, or usage that they have learned from previous exposure to and experiences with brands, especially when they engage in online apparel shopping. Prior brand-related factors, such as brand familiarity and brand loyalty, may influence imagery elaboration – the activation of stored information in the production of mental images beyond that provided by the stimulus – evoked through virtual product experience tools with online apparel websites. Thus, the purpose of this study was to empirically examine how brand familiarity and brand loyalty impact imagery elaboration at online apparel websites and consequently influence attitudinal and behavioral intention relative to the brand. Utilizing MacInnis and Joworski’s model of brand attitude formation, a conceptual model was developed. Using an Internet-based survey, data was collected from 403 undergraduates at a Midwestern university in the US. Results indicated participants familiar with, and loyal to, a brand engaged in greater imagery elaboration as evoked through virtual product experiences, resulting in positive brand attitudes and online purchase intention. Managerial implications are discussed to highlight the important roles of brand familiarity and brand loyalty on imagery elaboration, brand attitudes, and online purchase intentions.

Customer interface design for customer co-creation in the social era

The purpose of this study was to examine (1) whether six elements of a customer interface for co-creation, (a) character, (b) choice, (c) community, (d) contact interactivity, (e) convenience, and (f) customization, were related to customer commitment to co-creation, (2) whether customer commitment was related to patronage intention toward co-creation of ordinary fashion products (study 1) and Hawaiian Aloha fashion products (study 2), and (3) whether the moderating effects of financial and product performance risks affected the relationship between commitment and patronage intention. Data were collected from online apparel shoppers (n = 688) for study 1 and online apparel shoppers who are willing to engage in co-creation for Aloha fashions (n = 336) for study 2, using a U.S. consumer panel via an online survey. Structural equation modeling was employed to test the proposed model. Among the 6Cs of the customer interface design for co-creation, character, choice, and customization were found to be important elements that affected customer commitment to co-creation for both ordinary fashion products and Aloha fashion products. Product performance risk did not moderate the relationship between customer commitment and patronage intention. The differences between the results of ordinary fashion products and Aloha fashion products were discussed.

The Comparative Research on Online Impulsive Buying Behaviour between the U.K. and China

Given the rapidly increasing popularity of online impulse buying using digital platforms, it has raised significant interests about the antecedents of consumer behaviour. The aim of this study is to compare the main factors which influence online customers’ purchase decisions on clothing in PRC and the UK. The study conducted was exploratory in nature, aiming to create an understanding of impulse purchasing behaviour before, under and after the actual action. The results show that several factors such as price discounts, online comments, can strongly affect the impulse buying behaviour among online customers. This study provides novel insights for marketing literature and online retailers. The result of this research would contribute to retailers and marketers who wish to penetrate the market in the UK and China who is already present in the market and wishes to keep the loyalty of their consumers. It can also be a part of the research on international customer behaviour towards online apparel shopping.

FHSI: Toward More Human-Consistent Color Representation

In this paper, we propose a novel approach toward the development of a perceptual color space, FHSI, which stands for “Fuzzy HSI," because it is based on the fuzzification of the well-known HSI color space. FHSI represents a set of fuzzy colors obtained by partitioning the gamut of feasible colors in the HSI model corresponding to standardized linguistic tags. In fact, color categorization was performed on the basis of personal judgments of humans collected by way of an online survey. This approach helps to significantly enhance color matching and similarity searches by producing more intuitive and human-consistent output for users. The introduced method has potential for use in various color image applications involving query processing, for example, in the coordination of online apparel shopping.

Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust

With continuous growth in online apparel shopping, many consumers have experience not only in purchasing brand products online, but also in making repeat purchases. Although repeat purchases are critical to the success of branded companies, especially in online apparel shopping, limited academic research is found examining factors that influence online shoppers’ intent to repurchase apparel of a particular brand. This research investigated the effects of four types of brand perception (i.e. brand experience, brand image-congruence, brand affect, brand trust) on brand repurchase intent in online apparel shopping. An online survey was conducted with a US national sample of 217 online apparel shoppers who had purchased and worn products from a particular apparel brand. Bootstrapping Structural Equation Modeling was used to test the proposed model and research hypotheses. The findings showed that brand experience and brand image-congruence were antecedents of brand affect. Brand image-congruence and brand affect significantly influenced brand trust. Brand image-congruence and brand trust also had direct effects on brand repurchase intent in online apparel shopping.

An Empirical Study on Predicting User Acceptance of Online Apparel Shopping in Iran

E-commerce is an emerging market and a developing research field in Iran. The main factors influencing the Iranian consumer's intention towards shopping apparels online are of utmost importance, which the authors are aimed to study. The framework developed for accomplishing this task is created combining constructs of Trust and Perceived Risk with the Technology Acceptance Model which tries to demonstrate the relationship between those two constructs and the subcomponents of TAM including Attitude, Perceived Usefulness, and Perceived Ease of Use and the strengths of these relationships. The findings of this study illustrate the importance of Trust which is proved to have significant direct relationship with Intention and Perceived Risk which has both direct and indirect relationships with Intention. The impact of Perceived Risk is even more critical once the cultural dimension of the country put into account. It is concluded that minimizing the risk of online shopping along with maximizing the trust in this purchasing method plays a main role in adoption of online shopping.

Customers as Volunteers? E-Customer Citizenship Behavior and Its Antecedents

The low barriers to enter into the e-marketplace have inevitably intensified the competition among e-retailers. Online retailers are struggling to build a sustainable business model that ensures customers’ continuing commitment to their businesses. This study addresses the challenges faced by eretailers in terms of examining website services and functionalities that would consequently lead to eloyalty among customers. Empirical findings, based on 385 online apparel shoppers, have shown that extending customers’ voluntary behavior (customer citizenship behavior) that can be cultivated upon gaining customers’ satisfaction and loyalty provide leads to a better future for e-retailer’s sustainability. This study examines the applicability of expectancy-disconfirmation theory and social exchange theory in the virtual world.