The Adoption Of Intention On Using Virtual Try On Clothes In Genz's Via E-Shopping Through The Tam-Sor Model: A Promises Approach To Minimizing The Carbon Footprint

Abstract

The online fashion business market, especially in the clothing sector, is experiencing rapid growth, attracting a large number of consumers, including Gen Z. However, the online fashion industry currently does not provide consumers with specific product experiences, leading to a trend of returning clothes due to size and style mismatches. This, in turn, has a detrimental impact on the environment by increasing carbon footprint. Therefore, Virtual Try On (VTO) technology has emerged, integrating 3D simulations to scan the human body, record accurate measurements, and create virtual avatars to assist consumers in trying and combining clothes, reducing hesitations in e-shopping. The majority of VTO technology studies have focused on travel, entertainment, and education, not e-commerce. Furthermore, previous studies have solely identified TAM model that impact the adoption of technology, neglecting to thoroughly investigate external stimuli such as the specific characteristics of VTO. Consequently, the author group decided to combine the TAM-SOR model with three Stimulus factors: Personalized Avatar, Virtual Clothing, and VR Environment to obtain more objective research results. Furthermore, Gen Z - the age group with rapid technology adoption, faces privacy risks (providing body measurements, sizes, shapes, etc…) and time risks (learning how to use, logging in, etc…), which may negatively impact their intention on using VTO technology. Therefore, the author group examined how the factors Personalized Avatar, Virtual Clothing, VR Environment, Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Privacy Risk, and Time Risk influence the attitudes and adoption of intention of Gen Z on using VTO. The research results indicate that the factors Personalized Avatar, Virtual Clothing, VR Environment, Perceived Usefulness, and Perceived Enjoyment positively influence on attitude and adoption of intention on using VTO for Gen Z. Meanwhile, Privacy Risk has a negative impact, and Time Risk has an insignificant effect on the adoption of intention on using VTO.