摘要
Abstract
The advent of advanced information technology and the subsequent flourishing of e-commerce precipitated a period of unparalleled innovation and refinement in the domain of 3D virtual fitting technology,underpinned by augmented reality.A number of 3D virtual fitting systems have emerged in China,including My Virtual Model,Stitcher and face72.These systems enable consumers to visually perceive the size,fit,style details and wearing effect of garments without physical contact.This technological innovation has the potential to offer consumers an immersive experience and to provide novel marketing perspectives for the apparel industry.In response to this innovation,numerous apparel brands have adopted 3D virtual fitting systems as a pivotal component of their marketing strategy.However,due to a paucity of in-depth industry knowledge and technical understanding,brands often struggle to accurately assess the performance differences of 3D virtual fitting systems and lack a thorough understanding of how to develop or select the right 3D virtual fitting systems.Despite the intuitive benefits of virtual fitting systems,such as the potential for reducing returns and increasing purchase conversion rates,there is a paucity of research investigating the specific influence of 3D virtual fitting on consumer purchase intent.The psychological mechanisms and influencing factors behind this phenomenon require further systematic exploration and verification.
Therefore,to explore the influence mechanism of 3D virtual fitting elements on consumers' purchase intention,this paper started from the perspective of immersive consumption,clarified the research dimensions of 3D virtual fitting elements through literature research,and took the sense of presence and flow experience as the intermediary,according to which it constructed a research model of the relationship between 3D virtual fitting elements and consumers' purchase intention.The questionnaire was then designed using the Questionnaire Star platform.After verifying the applicability of the questionnaire through a pre-survey,the questionnaire was formally distributed and a total of 300 valid questionnaires were collected.These sample data were analyzed using SPSS and AMOS software and corresponding research conclusions were drawn.The findings of the present study demonstrate that the four factors-namely,the virtual clothing element,the virtual model element,the virtual scene element,and the system quality element-exert a significant and positive influence on consumers'purchase intention.With regard to the extent of influence,the virtual model element is found to have the most significant impact on purchase intention,followed by the virtual clothing element.The virtual clothing element,virtual model element,virtual scene element and system quality element can influence consumers' purchase intention by influencing the sense of presence;flow experience partially mediates the relationship between the virtual clothing element,virtual model element and system quality element and consumers' purchase intention,while flow experience does not have a significant mediating effect between the virtual scene element and consumers' purchase intention.In light of the aforementioned conclusions,appropriate marketing recommendations are made.
Research findings elucidate the relationship between 3D virtual fitting elements and consumers' apparel purchase intention,enabling fashion brands to gain deeper insights into psychological needs and preferences,develop and select suitable 3D virtual fitting systems for online apparel marketing,so as to promote the whole apparel industry to develop in a more intelligent direction.关键词
虚拟试衣/临场感/心流体验/网络服装营销/购买意愿/结构方程模型Key words
virtual try-on/sense of presence/flow experience/online apparel marketing/purchase intention/structural equation modelling分类
轻工纺织
