Made-to-measure: defining the consumption values of 3D body scanning technology and its impact on consumer experience

Purpose 3D body scanning technology, when applied using smartphone applications, enhances interactions between consumers and companies using this technology by offering accurate measurements, personalized recommendations, virtual fitting and social interactions. Despite the worldwide 3D scanning technology market continuing to grow through these advantages, many consumers remain unaware of or do not use this technology. Thus, this study aims to examine how consumers perceive the consumption values of smartphone-based 3D body scanning technology and analyze their impact on usage intention. Design/methodology/approach Nettelo, a smartphone-based 3D body scanning application, was selected as the experimental platform. An online survey of US females aged 18 and above yielded 390 valid responses for the final analysis. Findings The findings reveal that users perceive the functional value as high, thereby influencing usage intention through trust and satisfaction. Social and epistemic values directly impact usage intention, while emotional and conditional values significantly affect trust and satisfaction. Originality/value The paper demonstrates the application of the theory of consumption values to smartphone-based 3D body scanning technology in the decision-making process and suggests ways for fashion companies to bridge the gap with consumers and innovatively enhance their experiences.