Exploring the factors influencing consumers’ virtual garment fit satisfactions

Purpose: Virtual garment fit will be an important determinant for the online purchase decision of consumers in the near future. Therefore, the purpose of this study was to develop a conceptual model to explore the factors that might impact consumers’ virtual garment fit satisfactions (VFS). Design/methodology/approach: Virtual body satisfaction (VBS), acceptance of the virtual try-on technology and virtual fabric properties were examined as factors that would potentially impact consumers’ VFS. Forty-five women, from 18 to 35 years old, were recruited for the study. Participants were scanned by using a 3D body scanner and their scans were used for virtual try-on. Seven circular skirts with different fabric properties were created by using a commercial 3D simulation software. Participants evaluated the fit of these virtual skirts on their own virtual bodies. Participants’ VFSs and their correlations with VBSs, acceptance of virtual try-on technology and virtual fabric properties were analyzed by Pearson’s correlation test. Findings: Participants’ VBSs at hips were correlated fairly good with their VFSs (r = 0.50, N = 180, p < 0.01) and their acceptance of virtual try-on technology was weakly correlated to VFSs (r = 0.24, N = 180, p < 0.01). However, no significant correlation was found between virtual fabric properties and participants’ VFSs. Research limitations/implications: This study did not examine the ideal beauty notion, which may affect consumers’ expectations about how the garments should fit on them. Another limitation was the use of a single skirt design as a stimulus. Originality/value: Studies that explore virtual garment fit often measure the garment ease or the virtual fabric tension and ignore consumer perspective, which is essential for online purchase decision. This study is unique as it prioritizes consumers’ perspectives.