A study of online virtual fitting room adoption based on UTAUT

User acceptance is one of the key fundamentals for development and success of virtual fitting room. This paper integrates the Unified Theory of Acceptance and Use of Technology(UTAUT) model and perceived risk into a comprehensive model of online virtual fitting room adoption. To empirically test the model a survey is administered to 226 online virtual fitting room users. Structural equation modeling(SEM) is used to evaluate relationships between these concepts and intention to use. Results indicate performance expectancy, effort expectancy, social influence and perceived risk all have a significant impact on online virtual fitting room intention. Security concerns and privacy concerns were shown to significantly influence perceived risk. Implications for research and practice are discussed.