The impacts of Virtual Try-on technology for online shopping on consumer purchase intention
Vol. 132 No. 5C (2023), Original Article
Vol. 132 No. 5C (2023)

The impacts of Virtual Try-on technology for online shopping on consumer purchase intention

Original Article
https://doi.org/10.26459/hueunijed.v132i5C.7149
Published 2023-11-28
Nguyen Hong Quan
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Truong Thi Hanh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Dang Ngoc Anh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nghiem Le My Hanh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Ha Thuy Linh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Nguyen Duong Lan Nhi
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
PDF (Vietnamese)

Keywords

thái độ đối với công nghệ
ý định mua hàng trực tuyến
công nghệ trải nghiệm sản phẩm,
Virtual Try-on attitude towards technology
online purchase intention
product experience technology
Virtual Try-on

Abstract

The study shows the effects of factors affecting consumers' purchase intention after experiencing Virtual Try-on (VTO) in Vietnam. The study is carried out by quantitative method through data from 408 subjects of different ages in Hanoi and Northern provinces. The findings of the study demonstrate that perceived usefulness, perceived ease of use, perceived enjoyment, and perceived privacy risk, have a significant impact on users' attitudes toward Virtual Try-On (VTO). Consequently, these factors increase their influence on customers' purchase intentions. Based on these results, the research group recommends that, in practical settings, enterprises concentrate on providing high-quality services, promoting their products to augment the aforementioned factors, and simultaneously addressing users' attitudes to enhance the overall customer experience. Therefore, this study provides valuable insights into the factors that influence customers' attitudes toward VTO technology, thereby contributing to the existing literature on the topic.

https://doi.org/10.26459/hueunijed.v132i5C.7149
PDF (Vietnamese)

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