The appeal of virtual fashion

: a consumer perspective using the technology acceptance model

Abstract

The emergence of Virtual Fashion, which enables the use of fashion pieces in both physical and digital spaces, has the potential to disrupt traditional marketing models and create new and powerful channels for retail commerce. While the industry has already revealed the scalability of this technology, research on consumer appeal remains limited. This study investigates the relationships between self-reported variables and purchase intention, using a modified version of Davis' (1989) Technology Acceptance Model (TAM) to explore the appeal of Virtual Fashion from the consumer perspective. The results of a mixed qualitative quantitative research approach showed that Virtual Fashion has a measurable appeal for a specific target group of digitalization- and fashion-savvy consumers with higher levels of education. While the moderating effect of "Knowledge" was not found to have a significant influence, the study provides valuable insights into how different customer groups perceive Virtual Fashion. Companies must, therefore, segment consumers optimally and target them specifically to exploit the full and profitable potential of Virtual Fashion, thereby establishing it in consumers' minds in the long term. This study offers critical insights into the consumer perspective on Virtual Fashion and its potential impact on the fashion industry.

Date of Award	5 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)