National institute of fashion technology
Research
Methodology
Impact of Virtual Try-Ons on Customer Satisfaction
Presented by Apoorva & Devina
Overview
01 Introduction 05 Integrated framework 09 conclusion
02 Aim of study 06 Methodology
03 Literary Preview 07 survey insights
04 Theoretical 08 key finding
framework
Abstract
• Understand how Virtual Try-On (VTO) technology impacts
consumer decisions and purchase intentions.
• Highlight the utilitarian, experiential, and risk-related aspects of
VTO.
• Online survey targeting e-commerce users.
• Analysis using multi-group analysis and discriminant validity tests
Introduction
VTO
• A technology combining
Augmented Reality (AR) and
Artificial Intelligence (AI).
• Allows consumers to "try on"
products virtually, such as
clothes, cosmetics, and eyewear
APPLICATIONS IN INDUSTRY:
• Fashion: Virtual fitting rooms.
• Cosmetics: Try-on apps (e.g.,
L’Oréal).
• Eyewear: Ray-Ban's digital fit
tools.
Aim of the Study
• Investigate how VTO influences:
[Link] satisfaction,
[Link] behavior,
[Link] Barriers
• Explore advanced VTO technologies:
Eg- Image-based, multi-pose, and video try-ons.
Literary Review
Perspectives of VTO technology
Online retailers introduced VTO
technology to enable online consumers
to select complementary clothes from
the online shop, try various matches
freely and see the outfits on the screen,
which assists with their evaluation of
clothes Hence, this technology plays an
important role in the evaluation stage,
which in turn affects users' purchase
decision
Utility and Engagement:
• VTO addresses the "suit, fit, and match" dilemma by providing
accurate visualizations of products.
• VTO increases consumer satisfaction, reduces purchase
uncertainty, and enhances purchase confidence {Research by
Merle et al. (2012)}
Hedonic Value:
Interactive and enjoyable nature of VTO, which transforms online
shopping into an engaging activity.
Accuracy and Realism:
• fit and appearance discrepancies remain a critical
issue.
• While GANs improve visualization accuracy, tactile
experiences and fabric drape cannot be fully
replicated.
Cost of implimentation
• High development costs of AR and AI systems, making
them less accessible to smaller retailers.
Device Dependency:
• Advanced hardware requirements limit VTO
accessibility, especially in regions with poor
technological infrastructure.
Theoretical Framework
Technology Acceptance Model (TAM)
TAM provides a foundation for understanding how users adopt and use new
technologies. Key constructs include:
• Perceived Usefulness (PU)
• Attitude Towards Technology
• Perceived Ease of Use (PEU)
Hypotheses from TAM:
• H1: Perceived usefulness positively impacts attitudes toward VTO.
• H2: Perceived ease of use enhances perceived usefulness.
Uses and Gratifications Theory (U&G)
individuals actively seek out and use media or technology to satisfy specific needs.
The U&G framework identifies three key motivations for adopting VTO:
• Informativeness
• Entertainment and Hedonic Value:
• Convenience
Hypothesis from U&G:
• H3: Enjoyment derived from VTO positively impacts consumer attitudes and
engagement.
Risk Perception Theory
• Perceived Privacy Risk:
• Product Risk:
Hypothesis from Risk Perception:
• H4: Higher perceived risk negatively impacts consumer attitudes toward VTO
adoption
Integrated Framework
Constructs and Relationships:
[Link] Usefulness → Positive Attitude → Purchase Intention.
[Link] Ease of Use → Perceived Usefulness → Positive Attitude.
[Link] (Hedonic Value) → Positive Attitude → Engagement.
[Link] Risks (Privacy, Product) → Negative Attitude → Reduced
Adoption.
Research
Methodology
Data Collection:
• Surveys distributed to 150 respondents.
• Convenience sampling focused on online apparel shoppers.
Measurement Metrics:
• Consumer attitudes toward:
⚬ Usefulness, ease of use, and enjoyment of VTO.
⚬ Risk perception (privacy and security).
• Likert scale (1 to 5) used for responses.
Survey Insights
• Demographics:
[Link]: Students (80.8%), male (61%).
[Link] respondents familiar with online shopping.
• VTO Usage Trends:
1.84.7% have used VTO; 53.3% repeatedly.
[Link] and comfort:
3.64.8% comfortable using VTO features.
• Engagement:
1.62.9% of respondents would reuse VTO tools.
Key Findings
[Link] Boost: 60% reported increased confidence in
purchases.
[Link] Returns: By improving fit accuracy, returns were
minimized.
[Link] Satisfaction: Convenience and personalization highly
appreciated.
[Link] and Realism Issues: 10.5% found VTO lacked precision in
fit/size.
[Link] Barriers: Users faced device compatibility and internet
connectivity issues.
[Link] Concerns: Fear of data misuse related to personal
measurements
Conclusion
• Virtual Try-On technology is reshaping the online shopping
experience.
• Adoption is growing but requires continuous improvement to
address usability, privacy, and accuracy challenges.
• Future potential includes broader adoption through cost-
effective solutions and improved AR/AI models.
References
• Key Research Articles:
[Link], A. (2016). Augmented Reality in Retail.
[Link], E., et al. (2020). AR Try-Ons in Fashion E-Commerce.
[Link], N., et al. (2018). Technological Forecasting and Social
Change.
Thank
You
