Unveiling the VTO Effect: A Pilot Study on the Influence of Virtual Try-On Features used by Apparel Ecommerce platforms on Consumer Demographics and Purchase Decisions

The ascending incline of Virtual Try-On (VTO) has revolutionized virtual shopping experiences, allowing consumers to virtually "try-on" products before the actual purchase. This study aims to explore the influence of VTO features on consumer demographics (age, gender, income) and their subsequent purchase decisions. Traditional online shopping lacks the ability to physically interact with products, leading to uncertainty and hesitancy to purchase. VTO bridges this gap by providing a more realistic and interactive experience. This pilot study aims to investigates the VTO features influence on consumer purchase decisions, considering the demographic factors of age, gender, and income. This research employs a pilot study design. The study will utilize of qualitative methods. 45 Sample participant will interact with a VTO-enabled platform for the clothing and apparel category. Following the interaction, a survey will capture their demographics and assess their purchase intent, perceived usefulness of VTO features, and overall shopping experience. This pilot study will yield valuable insights into the differential effects of VTO features on consumer demographics. The findings will shed light on how age, gender, and income may influence the perceived value and impact of VTO technology on purchase decisions.