If the virtual apparel try-on software is interactive, consumers are more likely to use it

With the increasing popularity of online shopping, one challenge remains: What if the clothes don’t fit? To address this, the apparel industry has introduced virtual try-on sessions that allow consumers to create a personalized avatar based on their photos or measurements.

Although some consumers, especially young people, have concerns about privacy when using this new technology, a recent study from the University of Missouri suggests that perceived ease of use can alleviate such concerns.

“Virtual try-on companies should take note of this,” said Song-yi Youn, an assistant professor of textile and apparel management at the MU College of Arts and Science and lead author of the study. “Personal information is becoming increasingly valuable, and people, especially young people, are cautious about sharing their personal information. This trend is here to stay.”

In the study, participants were asked to create an avatar by providing their body information, such as height, weight, bra size, and body shape. They then virtually tried on a jacket using their avatar and were asked about their experiences. The study found that when participants felt they had control over their experience and the technology was responsive, they were more likely to use it and had reduced privacy concerns.

These findings can help companies improve their virtual try-on software by emphasizing interactivity, ease of use, and versatility. It is surprising that these features directly impact privacy concerns, but it has significant implications for businesses that rely on consumer information.

The study titled “Privacy paradox in 3-D body scanning technology: the effect of 3-D virtual try-on experience in the relationship between privacy concerns and mobile app adoption intention” was published in Nature: Humanities and Social Sciences Communications.

 

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