Perceived Diagnosticity of Virtual Try-on Technologies and Attitudes toward the Product: A Case for Male Consumers
Kim, Young Do
The purpose of this study was to investigate the influence of virtual try-on technologies on male consumers' perceived diagnosticity, attitude, and purchase intentions. The conceptual model investigated perceived risk as a mediator between perceived diagnosticity and attitude toward the suit. A within-subjects research design was developed to empirically test the conceptual model. Participants were directed to a website to virtually try Hugo Boss suits in different sizes on their personalized avatars. A total of 264 usable data were collected. Perceived diagnosticity of virtual try-on technology was found to play an important role in reducing male consumers' perceived risk regarding fit of products. Findings suggest that menswear e-tailers and technology developers should continue to develop and implement virtual try-on technologies and provide detailed visual information regarding attributes (e.g., garment, color, size, fit, and appearances on the body) of products to enhance perceived diagnosticity, thus increasing male consumers' attitudes towards the products.