Virtual Try-On Application and Fashion Purchase Intentions Among Gen Z Consumers in Malaysia

Abstract

Online shopping, integral to modern life, lacks the tactile experience of physical retail, a significant shortfall in fashion. This gap is being addressed by incorporating virtual reality (VR) and augmented reality (AR) technologies to meld the digital and in-store experiences. This research critically examines the impact of virtual try-on (VTO) applications on Gen Z's fashion purchasing intentions in Malaysia, assessing factors like virtual presence and perceived ease of use. A quantitative approach, involving a survey with 94 participants, was taken. The study presents a novel model merging the technology acceptance model (TAM) with virtual presence. Results indicate Gen Z's overwhelming endorsement of VTO, with perceived usefulness as their main buying intention driver. These insights offer valuable direction for VTO developers, marketing strategists, and policymakers aiming to promote VTO in fashion retail.