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

^*此作品的通信作者

研究成果: 雜誌貢獻 › 期刊論文 › 同行評審

2 引文斯高帕斯（Scopus）

摘要

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.

原文	英語
文章編號	8
期刊	Engineering Proceedings
卷	108
發行號	1
DOIs	https://doi.org/10.3390/engproc2025108008
出版狀態	已發佈 - 2025

UN SDG

此研究成果有助於以下永續發展目標

SDG 12 負責任的消費與生產

ASJC Scopus subject areas

生物醫學工程
機械工業
工業與製造工程
電氣與電子工程

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10.3390/engproc2025108008

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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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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.

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KW - personality traits

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

摘要

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ASJC Scopus subject areas

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