How Body Esteem Influences Virtual Model Selection and Intention to Use Virtual Fitting Rooms

Area of Science:

• Consumer Behavior
• E-commerce Technology
• Human-Computer Interaction

Background:

• Virtual fitting rooms (VFRs) leverage augmented reality, AI, and body scanning to improve online shopping.
• Existing research often focuses on the general consumer experience in VFRs.
• Factors influencing virtual model selection and VFR usage intention require further investigation.

Purpose of the Study:

• To investigate the influence of consumers' body esteem on virtual model selection.
• To examine the relationship between body esteem, trust in virtual models, and VFR intention.
• To explore the moderating roles of thin-ideal preference and need for uniqueness.

Main Methods:

• An empirical study was conducted in China.
• Participants' body esteem levels were assessed.
• Virtual model selection, trust, and intention to use VFRs were measured.

Main Results:

• Consumers with higher body esteem preferred virtual models congruent with their own body size.
• High body esteem correlated with increased trust in virtual models and higher VFR usage intention.
• Preference for thin models and the need for uniqueness moderated these effects.

Conclusions:

• Body esteem is a critical factor influencing consumer engagement with VFRs.
• Understanding these psychological factors can optimize VFR design and marketing strategies.
• Findings offer valuable insights for e-commerce platforms seeking to enhance virtual fitting room adoption.