Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model †

Jen Ying Shih; Chia Chieh Yeh

doi:10.3390/engproc2025108008

Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model †

Jen Ying Shih^*
, Chia Chieh Yeh

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

Abstract

We explored the adoption of virtual try-on (VTO) technology in Taiwan’s fashion retail sector, which has gained prominence as consumer behavior online has changed since the COVID-19 pandemic. Using an extended unified theory of acceptance and use of technology 2 (UTAUT2) model, we examined the behavioral intentions and actual usage of VTO. The original framework of the UTAUT2 model was modified by excluding experience and incorporating personality traits as moderating variables. Based on 257 valid survey responses analyzed using SmartPLS 4.1, influencing factors were identified, revealing that gender was a significant moderator in VTO adoption.

Original language	English
Article number	8
Journal	Engineering Proceedings
Volume	108
Issue number	1
DOIs	https://doi.org/10.3390/engproc2025108008
Publication status	Published - 2025

Keywords

gender
personality traits
technology acceptance
virtual try-on

ASJC Scopus subject areas

Biomedical Engineering
Mechanical Engineering
Industrial and Manufacturing Engineering
Electrical and Electronic Engineering

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.3390/engproc2025108008

Cite this

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title = "Identification of Factors Influencing Consumers{\textquoteright} Use of Virtual Try-On Technology Based on UTAUT2 Model †",

abstract = "We explored the adoption of virtual try-on (VTO) technology in Taiwan{\textquoteright}s fashion retail sector, which has gained prominence as consumer behavior online has changed since the COVID-19 pandemic. Using an extended unified theory of acceptance and use of technology 2 (UTAUT2) model, we examined the behavioral intentions and actual usage of VTO. The original framework of the UTAUT2 model was modified by excluding experience and incorporating personality traits as moderating variables. Based on 257 valid survey responses analyzed using SmartPLS 4.1, influencing factors were identified, revealing that gender was a significant moderator in VTO adoption.",

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doi = "10.3390/engproc2025108008",

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AU - Yeh, Chia Chieh

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N2 - We explored the adoption of virtual try-on (VTO) technology in Taiwan’s fashion retail sector, which has gained prominence as consumer behavior online has changed since the COVID-19 pandemic. Using an extended unified theory of acceptance and use of technology 2 (UTAUT2) model, we examined the behavioral intentions and actual usage of VTO. The original framework of the UTAUT2 model was modified by excluding experience and incorporating personality traits as moderating variables. Based on 257 valid survey responses analyzed using SmartPLS 4.1, influencing factors were identified, revealing that gender was a significant moderator in VTO adoption.

AB - We explored the adoption of virtual try-on (VTO) technology in Taiwan’s fashion retail sector, which has gained prominence as consumer behavior online has changed since the COVID-19 pandemic. Using an extended unified theory of acceptance and use of technology 2 (UTAUT2) model, we examined the behavioral intentions and actual usage of VTO. The original framework of the UTAUT2 model was modified by excluding experience and incorporating personality traits as moderating variables. Based on 257 valid survey responses analyzed using SmartPLS 4.1, influencing factors were identified, revealing that gender was a significant moderator in VTO adoption.

KW - gender

KW - personality traits

KW - technology acceptance

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UR - https://www.scopus.com/pages/publications/105017847556#tab=citedBy

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VL - 108

JO - Engineering Proceedings

JF - Engineering Proceedings

IS - 1

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ER -

Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model †

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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