UNDERSTANDING CONSUMER PERCEPTION OF FIT, PRIVACY, AND PURCHASE INTENT IN VTO-BASED E-RETAILING: A SYSTEMATIC LITERATURE REVIEW

Abstract

The high rate of adaptation of Virtual Try-On (VTO) technologies in online garment retail industries has completely changed the way consumers obtain their products in terms of simulation of physical interaction with the product through virtual setup. In this paper, this literature review was conducted to understand how VTO features affect consumer confidence when buying clothes online particularly in the dimensions of perceived fitness, appearance satisfaction, privacy risk, purchase intent and overall satisfaction. The proposed study will use SPIDER (Sample, Phenomenon of interest, design, evaluation, research type) framework to identify and analyze as many qualitative and mixed-methodological studies that can be found dealing with the adoption and psychological effect of VTO in businesses conducted in e-commerce environments.

The review focusing on consumers in Navi Mumbai, which is an up-coming digital marketplace in India, places more focus on the influence of VTO to the consumer attitude formation and behavior in digital apparel business. The conclusions suggest that VTO does not only increase the confidence of users in the fit and aesthetic nature of the garment but also has the effect of lowering returns and the purchase intentions. But the problems of data privacy and technology trust are still burning. This paper creates an organized interpretation of the influence of the characteristics of VTO to the consumer purchasing behavior by tracing the available research evidence as structured within the SPIDER framework and offers a practical piece to understanding to e-commerce retailers and UX designers, as well as policymakers who seek to improve the digital retailing strategies.