Consumers more likely to use virtual apparel try-on software if
interactive

Date:
June 29, 2023
Source:
University of Missouri-Columbia
Summary:
New research shows consumers' concerns about privacy when trying
on clothing virtually can be reduced by making the technology
versatile and easy to use.


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==========================================================================
FULL STORY ========================================================================== While more and more people are shopping online, purchasing clothes
on the internet poses a unique challenge: What if it doesn't fit? The
apparel industry's latest solution is virtual try-on sessions that allow consumers to share photos or measurements of themselves to create a similar-sized avatar.

While some consumers have significant concerns about the new technology, especially young people, new research from the University of Missouri
found that qualities such as the perceived ease of using the technology significantly diminishes privacy concerns.

"This is something that virtual try-on companies should take note
of," said Song-yi Youn, an assistant professor of textile and apparel management at the MU College of Arts and Science and lead author on the
study. "The way our society is moving, personal information is becoming
a valuable and important commodity, and people, especially young people,
are very careful with their personal information because this phenomenon
is not going away any time soon." To reach her finding, Youn asked participants to create an avatar by submitting body information such as
height, weight, bra size and body shape. Once the avatar was created, participants were asked to virtually try-on a jacket and take a screenshot
of their avatar. Finally, they were questioned about their experiences
and the likelihood that they would shop virtually again using an avatar.

"When the participants in the study found that they had control over
their own experience, they were able to personalize that experience
and the technology was easily responsive, they were much more likely to
use the technology," Youn said. "In fact, it had a direct impact on the
privacy concerns the users were voicing." Youn said companies can use
these findings to help inform their business models to provide better trade-offs for people's personal information, like interactivity, ease
of use and versatility. Youn was surprised that these features had such
an impact on people's privacy concerns.

"I knew that interactivity and positive aspects of the applications would
make people want to use it more," Youn said. "However, I was shocked
to discover that the level of interactivity was connected to people's
privacy concerns.

That has huge implications, not only for businesses using virtual try-on software, but also for businesses utilizing consumer information as part
of their business model."
* RELATED_TOPICS
o Mind_&_Brain
# Consumer_Behavior # K-12_Education # Spirituality #
Behavior # Perception # Caregiving # Child_Psychology
# Psychology
* RELATED_TERMS
o Veganism o Child_prodigy o Double_blind o
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========================================================================== Story Source: Materials provided by University_of_Missouri-Columbia. Note: Content may be edited for style and length.


========================================================================== Journal Reference:
1. Song-yi Youn, Joohye Hwang, Li Zhao, Jong-Bum Kim. Privacy paradox
in 3D
body scanning technology: the effect of 3D virtual try-on experience
in the relationship between privacy concerns and mobile app adoption
intention. Humanities and Social Sciences Communications, 2023;
10 (1) DOI: 10.1057/s41599-023-01632-y ==========================================================================

Link to news story: https://www.sciencedaily.com/releases/2023/06/230629193315.htm

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