The questionnaire of measurement
| Contruct | Items | Items question | Source |
|---|---|---|---|
| Visual vividness (VV) | VV1 | The overall image of the virtual model created by this technology is very similar to the real image | Yim et al. (2017), Mclean and Wilson (2019), and Park and Yoo (2020) |
| VV2 | This technology creates a virtual model whose body characteristics (such as circumference, leg shape, proportion, etc.) are very similar to the real image | ||
| VV3 | This technology creates a virtual model whose skin and hairstyle are very similar to the real image | ||
| VV4 | The visual display of the product presented by this technology is very clear | ||
| VV5 | The visual display effect presented by this technology is rich in color | ||
| VV6 | The visual effect presented by this technology is vivid, novel and impressive | ||
| Interactive control (IC) | IC1 | I have certain control over the technology and can freely choose the information I want | |
| IC2 | I can control the rhythm and navigation of my product browsing | ||
| IC3 | This technology can respond to the information I want quickly and effectively | ||
| IC4 | I can communicate with other users through this medium | ||
| IC5 | I can comment through this medium and see others’ comments | ||
| IC6 | I can share the virtual fitting experience link on social media | ||
| Personalized provision (PP) | PP1 | This technology allows me to modify the overall body characteristics (such as fat, thin, etc.) and see the modified clothing effect | |
| PP2 | This technology allows detailed correction of the local body characteristic index and can see the changed clothing effect | ||
| PP3 | This technology allows me to modify my hair style, etc., and see the effect of matching clothes | ||
| PP4 | This technology can recommend personalized products suitable for me with AI | ||
| PP5 | This technology can recommend matching products with AI | ||
| PP6 | I can mix and match clothes according to my interests and see the effect after matching | ||
| Hedonic value (HV) | HV1 | This technology makes me feel very interesting | Kosiba et al. (2018) |
| HV2 | Using this technology makes me very excited and happy | ||
| HV3 | Using this technology is a pleasure for me | ||
| Utilitarian value (UA) | UA1 | This technology improves my ability to choose products | |
| UA2 | This technology saves me time | ||
| UA3 | This technology enables me to get information faster | ||
| UA4 | This technology improves the quality of my search products | ||
| Technology attitudes (TA) | TA1 | This is a good shopping technology | Plotkina and Saurel (2019), Yim et al. (2017) |
| TA2 | When I want to shop, I want to use the technology again | ||
| TA3 | I fully support the development of the technology | ||
| Perceived body image (PBI) | PBI1 | I am satisfied with my height | Gleeson and Frith (2006) and Giovannelli et al. (2008) |
| PBI2 | I’m satisfied with my weight | ||
| PBI3 | I am satisfied with my overall figure | ||
| PBI4 | I am satisfied with the image of all parts of my body | ||
| Online purchase intention (ONPI) | ONPI1 | I will buy directly online after the experience | Jena and Sarmah (2015) and Lee and Hwan (2015) |
| ONPI2 | I will buy this brand online in the future | ||
| ONPI3 | I will buy products from the brand’s online channel again | ||
| Offline purchase intention (OFPI) | OFPI1 | I will turn to the physical store to try on the product again and buy it | |
| OFPI2 | I will buy it through offline physical stores in the future | ||
| OFPI3 | I will go to the physical store of the brand again | ||
| WOM communication (WOM) | WOM1 | I am willing to share my shopping process with others | |
| WOM2 | I will praise the shopping experience on social networks | ||
| WOM3 | I will be willing to recommend this brand to my relatives and friends | ||
| Return intention (RI) | RI1 | I have a high probability of returning the goods | |
| RI2 | I’ll probably consider returning the goods | ||
| RI3 | I have a strong desire to return the goods |
| Contruct | Items | Items question | Source |
|---|---|---|---|
| Visual vividness (VV) | VV1 | The overall image of the virtual model created by this technology is very similar to the real image | |
| VV2 | This technology creates a virtual model whose body characteristics (such as circumference, leg shape, proportion, etc.) are very similar to the real image | ||
| VV3 | This technology creates a virtual model whose skin and hairstyle are very similar to the real image | ||
| VV4 | The visual display of the product presented by this technology is very clear | ||
| VV5 | The visual display effect presented by this technology is rich in color | ||
| VV6 | The visual effect presented by this technology is vivid, novel and impressive | ||
| Interactive control (IC) | IC1 | I have certain control over the technology and can freely choose the information I want | |
| IC2 | I can control the rhythm and navigation of my product browsing | ||
| IC3 | This technology can respond to the information I want quickly and effectively | ||
| IC4 | I can communicate with other users through this medium | ||
| IC5 | I can comment through this medium and see others’ comments | ||
| IC6 | I can share the virtual fitting experience link on social media | ||
| Personalized provision (PP) | PP1 | This technology allows me to modify the overall body characteristics (such as fat, thin, etc.) and see the modified clothing effect | |
| PP2 | This technology allows detailed correction of the local body characteristic index and can see the changed clothing effect | ||
| PP3 | This technology allows me to modify my hair style, etc., and see the effect of matching clothes | ||
| PP4 | This technology can recommend personalized products suitable for me with AI | ||
| PP5 | This technology can recommend matching products with AI | ||
| PP6 | I can mix and match clothes according to my interests and see the effect after matching | ||
| Hedonic value (HV) | HV1 | This technology makes me feel very interesting | |
| HV2 | Using this technology makes me very excited and happy | ||
| HV3 | Using this technology is a pleasure for me | ||
| Utilitarian value (UA) | UA1 | This technology improves my ability to choose products | |
| UA2 | This technology saves me time | ||
| UA3 | This technology enables me to get information faster | ||
| UA4 | This technology improves the quality of my search products | ||
| Technology attitudes (TA) | TA1 | This is a good shopping technology | |
| TA2 | When I want to shop, I want to use the technology again | ||
| TA3 | I fully support the development of the technology | ||
| Perceived body image (PBI) | PBI1 | I am satisfied with my height | |
| PBI2 | I’m satisfied with my weight | ||
| PBI3 | I am satisfied with my overall figure | ||
| PBI4 | I am satisfied with the image of all parts of my body | ||
| Online purchase intention (ONPI) | ONPI1 | I will buy directly online after the experience | |
| ONPI2 | I will buy this brand online in the future | ||
| ONPI3 | I will buy products from the brand’s online channel again | ||
| Offline purchase intention (OFPI) | OFPI1 | I will turn to the physical store to try on the product again and buy it | |
| OFPI2 | I will buy it through offline physical stores in the future | ||
| OFPI3 | I will go to the physical store of the brand again | ||
| WOM communication (WOM) | WOM1 | I am willing to share my shopping process with others | |
| WOM2 | I will praise the shopping experience on social networks | ||
| WOM3 | I will be willing to recommend this brand to my relatives and friends | ||
| Return intention (RI) | RI1 | I have a high probability of returning the goods | |
| RI2 | I’ll probably consider returning the goods | ||
| RI3 | I have a strong desire to return the goods |
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