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...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2500774 |
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| _version_ | 1849726412940902400 |
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| author | Quan Hong Nguyen Truong Thi Hanh Nghiem Le My Hanh Nguyen Duong Lan Nhi Dang Ngoc Anh Ha Thuy Linh |
| author_facet | Quan Hong Nguyen Truong Thi Hanh Nghiem Le My Hanh Nguyen Duong Lan Nhi Dang Ngoc Anh Ha Thuy Linh |
| author_sort | Quan Hong Nguyen |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-aef72662793a4fd5a27c117fcbb72c0c |
| institution | DOAJ |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-aef72662793a4fd5a27c117fcbb72c0c2025-08-20T03:10:10ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2500774The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experienceQuan Hong Nguyen0Truong Thi Hanh1Nghiem Le My Hanh2Nguyen Duong Lan Nhi3Dang Ngoc Anh4Ha Thuy Linh5Foreign Trade University, Dong Da Dist, Ha Noi, VietnamForeign Trade University, Dong Da Dist, Ha Noi, VietnamForeign Trade University, Dong Da Dist, Ha Noi, VietnamForeign Trade University, Dong Da Dist, Ha Noi, VietnamForeign Trade University, Dong Da Dist, Ha Noi, VietnamForeign Trade University, Dong Da Dist, Ha Noi, VietnamThis 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.https://www.tandfonline.com/doi/10.1080/23311975.2025.2500774Virtual try-on technologytechnological experienceattitudepurchase intentione-commerceConstruction Business Management |
| spellingShingle | Quan Hong Nguyen Truong Thi Hanh Nghiem Le My Hanh Nguyen Duong Lan Nhi Dang Ngoc Anh Ha Thuy Linh The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience Cogent Business & Management Virtual try-on technology technological experience attitude purchase intention e-commerce Construction Business Management |
| title | The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience |
| title_full | The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience |
| title_fullStr | The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience |
| title_full_unstemmed | The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience |
| title_short | The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience |
| title_sort | impacts of virtual try on for online shopping on consumer purchase intention the moderating role of technology experience |
| topic | Virtual try-on technology technological experience attitude purchase intention e-commerce Construction Business Management |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2500774 |
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