Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model †
Abstract
1. Introduction
2. Literature Review
2.1. Technology Acceptance Model (TAM)
2.2. UTAUT2
- Performance expectancy (PE): This refers to the degree to which users believe that using a new technology can improve their work or life performance. In other words, performance expectancy reflects whether the use of new technology helps users improve their productivity or complete tasks more efficiently in their daily lives, much like perceived usefulness in the TAM model;
- Effort expectancy (EE): This refers to how easy users perceive it to be to learn and use new technologies. It depends on the difficulty of using the new technology and the time required to become familiar with it. The easier users perceive the technology to be, the more likely they are to use it, just as the perceived ease of use is in the TAM model;
- Social influence (SI): This refers to the idea that the opinions or attitudes of others can influence a user’s decision to adopt new technology, such as those from colleagues, friends, family, or superiors. Users change their behavior because people in society encourage or expect them to use a particular technology;
- Facilitating condition (FC): This refers to whether users believe that the external environment, such as technical support, infrastructure, training opportunities, and support systems, helps them successfully use new technology. When users believe they have sufficient resources and support to use new technology, they are more likely to accept and continue using it;
- Interfering variables cover gender, age, experience, and volunteerism.
- Hedonic motivation (HM) refers to the users adopting the technology because of the fun or pleasure it brings. Hedonic motivation is closely correlated with users’ intention to use technology, reflecting that people not only consider the utility brought by technology but also pay attention to the happiness gained from using technology [14];
- Price value (PV) refers to the balance between the benefits of using new technology and the costs it incurs, that is, the concept of CP value. If users believe that the benefits of using technology outweigh the costs, their intention to use it increases;
- Habit (H) refers to whether users form automatic behavior patterns due to frequent use of technology in the past. When users have frequently used technology in the past, this habit increases the likelihood that they continue to use the technology, affecting both behavioral intentions and actual usage [15].
2.3. Personality Traits
3. Research Methodology
3.1. Research Framework
3.2. Variables
3.3. Questionnaire Design and Measurement
3.4. Subjects and Survey Method
3.5. Data Analysis
4. Results and Discussion
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
- Grewal, D.; Roggeveen, A.L.; Sisodia, R.; Nordfält, J. Enhancing customer engagement through consciousness. J. Retail. 2017, 93, 55–64. [Google Scholar] [CrossRef]
- Javornik, A. Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. J. Retail. Consum. Serv. 2016, 30, 252–261. [Google Scholar] [CrossRef]
- Silvestri, B. How virtual and augmented reality are reshaping the fashion industry during the COVID-19 pandemic. In Extended Reality Usage During COVID-19 Pandemic; Springer: Cham, Switzerland, 2022; pp. 39–54. [Google Scholar]
- Beck, M.; Crié, D. I virtually try it… I want it! Virtual fitting room: A tool to increase online and offline exploratory behavior, patronage and purchase intentions. J. Retail. Consum. Serv. 2018, 40, 279–286. [Google Scholar] [CrossRef]
- Ajzen, I.; Fishbein, M. Attitude–behavior relations: A theoretical analysis and review of empirical research. Psychol. Bull. 1977, 84, 888. [Google Scholar] [CrossRef]
- Ajzen, I.; Kuhl, J.; Beckmann, J. Action control: From cognition to behavior. In From Intentions to Actions: A Theory of Planned Behavior; Springer: Berlin/Heidelberg, Germany, 1985; pp. 11–39. [Google Scholar]
- Bandura, A. Social Foundations of Thought and Action; Prentice-Hall: Englewood Cliffs, NJ, USA, 1986. [Google Scholar]
- Davis, F.D. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 1989, 13, 319–340. [Google Scholar] [CrossRef]
- Venkatesh, V.; Davis, F.D. A theoretical extension of the technology acceptance model: Four longitudinal field studies. Manag. Sci. 2000, 46, 186–204. [Google Scholar] [CrossRef]
- Venkatesh, V.; Bala, H. Technology acceptance model 3 and a research agenda on interventions. Decis. Sci. 2008, 39, 273–315. [Google Scholar] [CrossRef]
- Adler, N.J.; Gundersen, A. International Dimensions of Organizational Behavior; South-Western: Cincinnati, OH, USA, 2001. [Google Scholar]
- Davis, F.D.; Bagozzi, R.P.; Warshaw, P.R. Extrinsic and intrinsic motivation to use computers in the workplace. J. Appl. Soc. Psychol. 1992, 22, 1111–1132. [Google Scholar] [CrossRef]
- Venkatesh, V.; Morris, M.G.; Davis, G.B.; Davis, F.D. User acceptance of information technology: Toward a unified view. MIS Q. 2003, 27, 425–478. [Google Scholar] [CrossRef]
- Venkatesh, V.; Thong, J.Y.; Xu, X. Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Q. 2012, 36, 157–178. [Google Scholar] [CrossRef]
- García de Blanes Sebastián, M.; Sarmiento Guede, J.R.; Azuara Grande, A.; Filipe, A.F. UTAUT-2 predictors and satisfaction: Implications for mobile-learning adoption among university students. Educ. Inf. Technol. 2025, 30, 3201–3237. [Google Scholar] [CrossRef]
- Costa, P.T., Jr.; McCrae, R.R. NEO Personality Inventory; American Psychological Association: Washington, DC, USA, 2000. [Google Scholar]
- Devaraj, S.; Easley, R.F.; Crant, J.M. How does personality matter? Relating the five-factor model to technology acceptance and use. Inf. Syst. Res. 2008, 19, 93–105. [Google Scholar] [CrossRef]
- Mouakket, S. The effect of exogenous factors on the technology acceptance model for online shopping in the UAE. Int. J. Electron. Bus. 2009, 7, 491–511. [Google Scholar] [CrossRef]
- Svendsen, G.B.; Johnsen, J.-A.K.; Almås-Sørensen, L.; Vittersø, J. Personality and technology acceptance: The influence of personality factors on the core factors of the technology acceptance model. Behav. Inf. Technol. 2013, 32, 323–334. [Google Scholar] [CrossRef]
- Huang, T.-L.; Liao, S. A model of acceptance of augmented-reality interactive technology: The moderating role of cognitive innovativeness. Electron. Commer. Res. 2015, 15, 269–295. [Google Scholar] [CrossRef]
- Fornell, C.; Larcker, D.F. Evaluating structural equation models with unobservable variables and measurement error. J. Mark. Res. 1981, 18, 39–50. [Google Scholar] [CrossRef]
Hypothesis |
---|
H1: Performance expectancy has a positive impact on behavioral intention to use VTOs. |
H2: EE has a positive impact on behavioral intention to use VTOs. |
H3: SI has a positive impact on behavioral intention to use VTOs. |
H4a: FCs have a positive impact on behavioral intention to use VTOs. |
H4b: FCs have a positive impact on the actual use of VTOs. |
H5: HM has a positive impact on behavioral intention to use VTOs. |
H6: PV has a positive impact on behavioral intention to use VTOs. |
H7a: Habits have a positive impact on behavioral intention to use VTOs. |
H7b: Hs have a positive impact on the actual use of VTOs. |
H8: BI to use VTO has a positive impact on actual use. |
H9a: Age has an interfering effect on the relationship between FCs and BI to use VTO. |
H9b: Age has an interfering effect on the impact of HM on BI to use VTOs. |
H9c: Age has an interfering effect on the impact of PV on BI to use VTOs. |
H9d: Age has an interfering effect on the effect of H on BI to use VTOs. |
H9e: Age has an interfering effect on the impact of H on the actual use of VTOs. |
H10a: Gender has a moderating effect on the effect of FCs on BI to use VTO. |
H10b: Gender has a moderating effect on the impact of HM on BI to use VTOs. |
H10c: Gender has a moderating effect on the impact of PV on BI to use VTOs. |
H10d: Gender has a moderating effect on the effect of Hs on BI to use VTOs. |
H10e: Gender has a moderating effect on the impact of Hs on the actual use of VTOs. |
H11a: Openness has a moderating effect on the effect of performance expectancy on BI to use VTO. |
H11b: Openness has a moderating effect on the effect of effort expectancy on BI to use VTO. |
H11c: Openness has a moderating effect on the BI to use VTO and the actual use of VTO. |
H12a: Neuroticism has a moderating effect on the effect of performance expectancy on BI to use VTO. |
H12b: Neuroticism has a moderating effect on the effect of effort expectancy on BI to use VTO. |
H12c: Neuroticism has a moderating effect on the BI to use VTO and the actual use of VTO. |
Factor | Definition [13,14,15,16,20] |
---|---|
PE | Consumers believe that VTOs can enhance the efficiency of daily shopping and make it more convenient. |
EE | Consumers find it easy to learn how to use VTO. |
SI | Consumers’ intention to use VTOs is influenced by the opinions of significant others in their lives. |
FC | Consumers will consider whether their own resources and external environment support their use of VTO. |
HM | Consumers believe that using VTOs can make them feel joyful, fun, and satisfied. |
PV | Consumers will evaluate the value of using VTOs and the cost they pay. If consumers believe the value they receive is greater than the cost, they are more likely to use it and perceive it as good value for money. |
H | When an individual performs a behavior naturally without careful consideration, it is an automatic response based on experience, learning, and repeated behavior, reflecting that the individual is acting spontaneously. Therefore, this study defines H as “the H of using online shopping, which will naturally lead consumers to use VTOs.” |
BI | BI refers to the consumer’s willingness to use VTO technology, which, in turn, influences actual use. |
Use behavior (UB) | Consumer use of VTO. |
Openness to Experience (OE) | Openness refers to an individual’s degree of acceptance of new things. Individuals with high openness exhibit strong curiosity, imagination, and creativity and are willing to try new things and consider different perspectives. |
Neuroticism (NE) | Neuroticism refers to individuals who often experience negative emotions, especially anxiety, tension, and irritability. People with high neuroticism are prone to emotional instability and are more sensitive to stress and changes in the external environment. |
Factor | Items 1 | Factor Loadings | CR | Mean | Cronbach’s Alpha |
---|---|---|---|---|---|
PE | PE1 | 0.789 | 0.858 | 0.602 | 0.778 |
PE2 | 0.805 | ||||
PE3 | 0.823 | ||||
PE5 | 0.779 | ||||
EE | EE1 | 0.876 | 0.856 | 0.666 | 0.752 |
EE2 | 0.767 | ||||
EE4 | 0.802 | ||||
SI | SI1 | 0.857 | 0.902 | 0.754 | 0.836 |
SI2 | 0.914 | ||||
SI3 | 0.831 | ||||
FC | FC2 | 0.763 | 0.773 | 0.532 | 0.702 |
FC4 | 0.783 | ||||
FC5 | 0.803 | ||||
HM | HM1 | 0.718 | 0.861 | 0.674 | 0.757 |
HM2 | 0.879 | ||||
HM4 | 0.857 | ||||
PC | PV1 | 0.793 | 0.863 | 0.614 | 0.790 |
PV2 | 0.866 | ||||
PV3 | 0.772 | ||||
PV4 | 0.793 | ||||
HT | HT1 | 0.899 | 0.888 | 0.728 | 0.809 |
HT3 | 0.755 | ||||
HT4 | 0.897 | ||||
BI | BI3 | 0.786 | 0.823 | 0.610 | 0.718 |
BI4 | 0.864 | ||||
UB | UB 1 | 0.838 | 0.887 | 0.723 | 0.808 |
UB 2 | 0.835 | ||||
UB 3 | 0.877 | ||||
OE | OE1 | 0.725 | 0.743 | 0.545 | 0.703 |
OE2 | 0.861 | ||||
OE5 | 0.766 | ||||
NE | NE2 | 0.964 | 0.762 | 0.602 | 0.714 |
NE3 | 0.710 | ||||
NE5 | 0.864 |
Path Between Factors | Path Coefficient | t-Values | p-Values | Result |
---|---|---|---|---|
PE → BI | 0.223 ** | 2.896 | 0.004 | Significant |
EE → BI | 0.281 * | 2.962 | 0.003 | Significant |
SI → BI | −0.030 | 0.280 | 0.779 | Not Sig. |
FC → BI | 0.047 | 0.086 | 0.579 | Not Sig. |
HM → BI | 0.377 *** | 3.766 | <0.001 | Significant |
PV → BI | 0.119 | 0.922 | 0.356 | Not Sig. |
H → BI | 0.476 *** | 5.183 | <0.001 | Significant |
BI → UB | 0.472 *** | 4.927 | <0.001 | Significant |
FC → UB | 0.143 | 1.228 | 0.219 | Not Sig. |
H → UB | 0.298 ** | 2.780 | 0.005 | Significant |
Path Between Factors | Path Coefficient | t-Values | p-Values | Result |
---|---|---|---|---|
PE → BI | 0.219 ** | 2.859 | 0.004 | Significant |
EE → BI | 0.000 | 0.000 | 1.000 | Not Sig. |
SI → BI | 0.309 *** | 3.983 | <0.001 | Significant |
FC → BI | 0.079 | 0.944 | 0.345 | Not Sig. |
HM → BI | 0.129 | 1.219 | 0.223 | Not Sig. |
PV → BI | 0.158 | 1.575 | 0.115 | Not Sig. |
H → BI | 0.064 | 0.842 | 0.400 | Not Sig. |
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
© 2025 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Shih, J.-Y.; Yeh, C.-C. Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model. Eng. Proc. 2025, 108, 8. https://doi.org/10.3390/engproc2025108008
Shih J-Y, Yeh C-C. Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model. Engineering Proceedings. 2025; 108(1):8. https://doi.org/10.3390/engproc2025108008
Chicago/Turabian StyleShih, Jen-Ying, and Chia-Chieh Yeh. 2025. "Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model" Engineering Proceedings 108, no. 1: 8. https://doi.org/10.3390/engproc2025108008
APA StyleShih, J.-Y., & Yeh, C.-C. (2025). Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model. Engineering Proceedings, 108(1), 8. https://doi.org/10.3390/engproc2025108008