Online Sizing: An Exploratory Study of True Fit® Technology Using Adapted TAM Model

Abstract

<p>Retail fashion is the fastest growing e-commerce sector, however, the industry is facing an issue in that one out of every three apparel purchases made online is returned. This is staggering considering all the new technologies available online, it seems incredible that something as seemingly simple as the sizing and fit of clothing remains such a mystery and challenge. This current study is exploratory in nature and utilizes and adapted Technology Acceptance Model and examines: (1) impact of perceived ease of use (PEOU) and perceived usefulness (PU) of using True Fit® on confidence of using True Fit® technology (2) the impact of confidence of using True Fit ® technology on intention to use True Fit ®. Data was collected via an online survey (n=577). Data was analyzed using descriptive statistics, factor analysis and SEM, all the hypotheses were supported except for influence of PEOU on intention to use True Fit®.</p>