2024 journal article

The role of regulatory focus in consumers' adoption of virtual fitting rooms (VFRs)

Journal of Fashion Marketing and Management: An International Journal.

Source: ORCID
Added: February 2, 2024

PurposeDespite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.