The Effects of the Virtual Avatar Fitting Models for Apparel e-Commerce in Consumer's Purchasing Behavior: Comparing Traditional Model with Virtual Avatar Model

의류 인터넷 쇼핑몰의 가상 아바타 피팅 모델이 소비자 구매행동에 미치는 영향연구: 기존 온라인 쇼핑몰 모델과 가상 피팅 아바타 모델 비교

  • Hwang, Suyeon (Dept. of Organic Materials.Fiber Engineering, Soongsil University) ;
  • Shin, Sangmoo (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
  • 황수연 (숭실대학교 유기신소재.파이버공학과) ;
  • 신상무 (숭실대학교 유기신소재.파이버공학과)
  • Received : 2013.08.18
  • Accepted : 2013.11.22
  • Published : 2013.12.30


The purpose of this study is to compare the traditional shopping model and virtual avatar fitting model with regards to credibility and favorable impression effects on shopping mall satisfaction, product preferences, and purchasing intentions of apparel e-commerce. Questionnaires are distributed to 10-30s years old consumers who live in Seoul. Data are analyzed by descriptive statistics, Cronbach's ${\alpha}$, and regression analysis. The results are that the provoked credibility and favorable impression from the traditional shopping model affects the consumers' shopping mall satisfaction and buying intention in descending order. In additional, the credibility from traditional shopping model affects the product preference. The provoked credibility from the virtual fitting model influences the consumers' product preferences, and buying intentions. The favorable impression from the virtual fitting model affects shopping mall satisfaction. In general, provoked credibility from virtual avatar fitting model and traditional shopping model play key roles which could influence the consumers' buying intention.


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