Unpacking How Virtual Try-On Technology Influences Consumer Decision-Making in Online Shopping: Insights From Bangladesh

As virtual technology advances, virtual try-on (VTO) is reshaping e-commerce. Yet, its impact on consumer decision-making remains unclear, highlighting a need for research into its influence on purchasing behavior. This study explores the effects of VTO technology on consumer decision-making in online shopping, with a particular focus on gender as a moderating factor. Using a final sample of 357 participants, the cross-sectional data was analyzed, employing the hedonic-motivation system adoption model through partial least squares structural equation modeling (PLS-SEM). Empirical findings indicate that perceived ease of use significantly enhances perceived usefulness, curiosity, control, and joy. This implies that consumers can enjoy the benefits of VTO technology without requiring detailed instructions, fostering curiosity, and allowing easy control over the technology. However, perceived usefulness does not positively influence the use of VTO technology for online purchases, and curiosity does not lead to immersion or increased usage of VTO technology. Additionally, gender does not significantly influence VTO adoption among Bangladeshi consumers, likely due to the technology’s nascent stage and limited perceived benefits. This finding can guide companies and VTO technology designers in emphasizing key strategies to increase user engagement, providing innovative design concepts, and improving the overall user experience.