A systematic literature review and analysis of try-on technology: Virtual fitting rooms

Abstract

To enhance customer satisfaction and transform negative perceptions of online apparel shopping, fashion brands are increasingly adopting virtual fitting rooms. Despite clothing being the most frequently purchased item online, customers often struggle to find garments that fit their size and skin tone. Consequently, the clothing industry experiences a higher return rate compared to other e-commerce sectors. To address this issue, fashion brands prioritize the implementation of try-on technology, aiming to improve product visibility and provide sensory input. However, existing studies have yielded conflicting findings. This research aims to resolve this issue by organizing and categorizing the relevant literature. To collect related publications, scholarly databases such as Scopus, Emerald, Springer, Wiley, Science Direct, ProQuest, and IEEE Xplore were extensively searched. The investigation employed a systematic literature review strategy, with the search conducted from January 2005 to February 2023. Ultimately, eighty publications meeting the selection criteria were chosen for further review. The study classifies the literature into subfields based on publication year and region, thoroughly exploring various aspects of TOT, including theories, influencing factors, moderating, or mediating variables, outcomes, and notable findings. Based on the evaluation results, a conceptual model and research gap for TOT is proposed to guide future research in this domain, providing valuable insights for both the management and academic research communities.