Virtual Fitting Rooms for Online Apparel Shopping: An Exploration of Consumer Perceptions

Abstract

This study used a qualitative approach to unveil consumer perceptions and adoption intention toward virtual fitting rooms for their online apparel shopping. Two focus group interview sessions were conducted with a total of 21 students at a southeast university in the U.S. (12 females and 9 males; age range 23 to 31 years). The qualitative data were analyzed according to the desirability–feasibility framework, and five central categories emerged: utilitarian benefits, experiential benefits, social benefits, technical concerns, and personal concerns. Additionally, several subcategories emerged belonging to one of the two key dimensions, either perceived desirability or feasibility.