Transforming Apparel Retail Experience with Virtual Try-On Technology: A Conceptual Framework

Abstract

This paper proposes a conceptual framework for investigating the role of Virtual Try-On (VTO) technology in enhancing the apparel retail experience. By synthesizing existing literature, theoretical perspectives, and empirical evidence, the framework delineates key constructs, relationships, and research propositions pertinent to understanding the adoption and impact of VTO in the context of apparel purchase behavior. The proposed framework aims to guide future research endeavors aimed at elucidating the multifaceted dynamics of VTO technology in shaping consumer preferences, attitudes, and purchasing decisions in the retail sector.