Understanding Consumer Acceptance of Virtual Reality Try-On Features in Apparel E-Commerce: A Pilot Study Approach

Abstract

The pilot study investigation examines that consumer acceptance of Virtual Reality (VR)
try-on technology is transformed consumers way to interact in apparel E-commerce. This
innovation is enabling consumers to visualize garments in simulated environment which helps to
reduce uncertainty and enhancing shopping experiences. This study evaluates six constructs:
Perceived ease of use, Perceived usefulness, Attitude, Behavioral Intention, Purchase intention and
trust. A pilot survey was conducted 100 respondents to assess reliability and validity of the
measurement instrument which leads to large scale data collection. Data were analyzed by Smart
PLS (4.1.1.7). the results show the satisfactory internal consistency reliability with Cronbach’s
alpha and composite Reliability under recommended values. Convergent validity was confirmed
using Average Variance Extracted (AVE) values. Discriminant Validity was supported by Fornell-
Larcker criterion. Overall, the pilot study provides a strong foundation for examining consumer
adoption of immersive technologies in apparel e-commerce industry.