Antecedents of consumers' online apparel purchase intention through Virtual Try On technology: A moderated moderated-mediation model

The study aims to empirically examine the consumers' online apparel purchasing behavior using the constructs from the technology acceptance model (UTAUT). The complex interrelationships between perceived usefulness, perceived risk, perceived enjoyment, and virtual try-on (VTO) technology were explored using a moderated moderated-mediation model. Most importantly, this research focuses on how VTO, one of the frequently used disruptive technologies, influences consumer behavior. Using a structured survey instrument, the data was collected from 288 millennial respondents and has been analyzed using Hayes's PROCESS macros. The results reveal that attitude towards VTO mediated the relationship between perceived usefulness and behavioral intention of customers to engage in online shopping. Perceived risk (first moderator) negatively moderated the relationship between perceived usefulness and attitude towards VTO, and perceived enjoyment (second moderator) has positively moderated the relationship between perceived usefulness and perceived risk and behavioral intention mediated through attitude towards VTO. The theoretical and practical implications were also discussed.