Exploring users’ adoption intention of virtual try-on apps: how users’ individual characteristics affect post-use feelings
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 19 February 2024
Abstract
Purpose
To gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version of the electronic technology acceptance model (e-TAM). The primary objective is to investigate how consumers' characteristics influence their post-use feelings, subsequently affecting their attitude towards VTOs and their intention to use them. Additionally, this research aims to explore potential gender differences within this process.
Design/methodology/approach
In this study, a sample of 243 college students from a university in China was recruited to participate in on-site software use. A total of 227 valid questionnaires were collected and used for data analysis. Structural equation modeling (SEM) was employed to empirically evaluate the data and test the research hypotheses. Additionally, multiple group comparisons were conducted based on gender to examine potential differences in the acceptance process.
Findings
The findings of this study reveal a significant association between users' individual characteristics and post-use feelings. Moreover, there are notable differences between male and female students in terms of their perceptions of innovativeness, knowledge and understanding regarding post-use feelings. Notably, four variables within post-use feelings, except for perceived compatibility, are found to be predictive of attitude towards VTOs. Additionally, it is observed that attitude towards VTOs directly influences users' intention to utilize them.
Originality/value
This study contributes to the research on consumers' intention to use VTOs by examining the antecedents of post-use feelings, specifically four consumers’ individual characteristics. The findings of this study offer managerial insights for professionals to formulate marketing positioning and communication strategies.
Keywords
Acknowledgements
Funding: This study is funded by the 2022 Project of the Philosophy and Social Science Foundation for Universities in Jiangsu Province, Research on Visual Design and Communication of Yangzhou Puppets under the Perspective of Theater Semiotics (2022SJYB2175); the 2022 Art Project of the National Social Science Foundation, Research on Methodology of Chinese Contemporary Design (22BG136) and the Fundamental Research Funds for the Central Universities (Grant No. 2232023G-08).
Citation
Hua, W., Liu, Y., Zhang, Z., Li, M. and Yu, X. (2024), "Exploring users’ adoption intention of virtual try-on apps: how users’ individual characteristics affect post-use feelings", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-09-2023-0920
Publisher
:Emerald Publishing Limited
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