The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience

This study investigates the impact of Virtual Try-On (VTO) on consumers’ purchase intentions in online shopping within an emerging economy, based on the Technology Acceptance Model (TAM). As e-commerce grows in markets like Vietnam, understanding VTO’s influence on consumer behavior is essential for enhancing engagement and sales. The study examines VTO’s effects on purchase intentions and explores the moderating role of technological experience. Data from 557 individuals in Vietnam were analyzed using Structural Equation Modeling (SEM). The results reveal that perceived value significantly impacts both customer attitudes toward VTO and purchase intentions. Perceived enjoyment (PE), along with two TAM factors—perceived usefulness (PU) and perceived ease of use (PEU)—positively influence attitudes toward VTO, with PU being the most significant. PU also directly affects purchase intentions. In contrast, perceived privacy risk (PR) negatively influences attitudes toward VTO. The study identifies the moderating role of technological experience (TE) in the relationship between attitudes toward VTO and purchase intentions, with greater TE strengthening the link. Overall, this research provides a comprehensive model for evaluating factors influencing online purchase decisions. The findings offer practical implications for e-commerce platforms and marketers to develop more effective VTO strategies and enhance the online shopping experience.