Southeast Asian consumer acceptance of 3D virtual fitting technologies in cross-border online shopping

The purpose of this study is to investigate Thai, Vietnamese and Indonesian consumers’ responses to cross-border online shopping for Korean fashion products using 3D virtual fitting technology. In order to examine the factors affecting a consumer’s attitude toward virtual fitting technology and the purchase intention of Korean fashion products, technology acceptance model, which represents cross-border site characteristics, and technology readiness, which represents a consumer's belief in technology, were used in combination with technology readiness and acceptance model. An online survey was conducted with male and female consumers in their 20 s and 30 s residing in Vietnam, Indonesia, and Thailand. A structural equation model analysis was performed using smart PLS to verify the research model. Among the dimensions of technological readiness, optimism and innovativeness had a positive effect on consumers' perceptions of the cross-border site, and discomfort had a negative effect. Perceived usefulness, enjoyment, and perceived fit had a significant effect on the attitude toward virtual fitting technology, and the effect of enjoyment was the greatest. This study highlighted the role of each dimension of technology readiness by verifying consumer acceptance of virtual fitting technology in cross-border online transactions. It also emphasized the role of perceived enjoyment in technology acceptance.