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The Effect of Virtual Try‑On (VTO) Capability on Purchase Intention: Explaining the Psychological Mechanism and the Moderating Role of Purchase Goal

Farahmand, Motahareh | 2025

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 58684 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Mirbagheri, Alireza
  7. Abstract:
  8. Online shopping for apparel and accessories is inherently challenged by uncertainty regarding fit and appearance, a major barrier to sales and a primary driver of product returns. Virtual Try-On (VTO) has emerged as an AI-based solution to overcome this challenge. However, the precise psychological mechanism of its effectiveness, and the conditions that strengthen or weaken its impact, remain unclear and warrant examination through controlled experimental designs. This research addresses these gaps by employing two scenario-based experiments with random assignment of participants.The first study (N = 357), a single-factor between-subjects experimental design (presence vs. absence of VTO), revealed that VTO enhances attitude through three psychological antecedents: an increased sense of presence, greater perceived enjoyment, and reduced perceived risk.Attitude, in turn, was found to fully mediate the relationship between VTO and purchase intention. The second study (N = 300), adopting a 2 × 2 factorial design (Independent Variable: presence vs. absence of VTO; Purchase Scenario: personal vs. gift), tested a pivotal boundary condition. The results showed that the positive effect of VTO on attitude is significantly stronger in the context of gift buying than in shopping for oneself.In contrast, gender did not exhibit a significant moderating role.By presenting a comprehensive model of VTO’s mechanism of influence and identifying the purchase scenario as a critical moderator, this research advances theoretical understanding of human–technology interaction and offers practical, targeted implications for marketing strategies in the fashion industry
  9. Keywords:
  10. Virtual Try-On ; Purchase Intention ; Consumer Attitude ; Fashion Industries ; Online Shopping ; Artificial Intelligence in Marketing

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