Cognitive priming and avatar-driven body schema integration: a structural model of fit satisfaction and purchase intention in virtual fitting systems

This study examined the structural relationships among self-discrepancy, body satisfaction, and fit satisfaction (both psychological and physical) in male consumers’ use of virtual fitting systems (VFS). The study also analysed how these factors influence purchase intention in online apparel shopping. A structural equation model was tested with 108 men in their 20s–30s who had avatar-based fitting experience. Results showed that psychological fit satisfaction significantly predicted physical fit satisfaction (β = 0.60, P < 0.001), self-discrepancy negatively affected body satisfaction (β = –0.53, P < 0.001), and body satisfaction positively influenced purchase intention (β = 0.43, P < 0.001). These findings highlight the role of avatar-based self-perception, cognitive priming, and body schema integration in shaping fit evaluation and purchasing behaviour. The study suggests that VFS platforms can serve not only as fit assessment tools but also as cognitive aids for managing self-image. Implications for personalised avatar design and male-targeted digital commerce strategies are discussed.