Systematic Review

Virtual Try-On Systems in Fashion Consumption:

A Systematic Review
Caixia Chen 1,2, * , Jiayan Ni 1 and Peishan Zhang 1

1 College of Fashion and Design, Donghua University, Shanghai 200051, China; nijiayan2001@163.com (J.N.);
pszzzhang@163.com (P.Z.)
2 Key Laboratory of Clothing Design & Technology, Donghua University, Shanghai 200051, China
* Correspondence: caixia.chen@dhu.edu.cn

Abstract: The application of virtual try-on (VTO) technologies in the fashion industry is garnering
increasing attention and is regarded as a significant innovation in enhancing the consumer experience
for fashion shoppers. This study conducts a systematic review to evaluate the impact of VTO
systems on consumer behavior and experiences within the fashion industry. By analyzing 69 research
articles, we identified key factors influencing consumers’ purchasing decisions and VTO adoption
intentions. These factors include attitudes, media, symbolic gratification, technological gratification,
emotional values, utilitarian values, and user attributes. Based on these findings, we construct
conceptual frameworks that clearly delineate how direct factors and their influencing elements impact
consumers’ purchase and technology adoption behaviors. This review synthesizes the psychological
and technological dimensions shaping consumer behavior, addressing critical gaps in the literature
specific to fashion consumption. Moreover, future research directions were discussed. By addressing
key challenges such as boundary factors, user segmentation, and technological advancements, this
study offers actionable insights to guide researchers and practitioners in creating more personalized,
immersive, and effective VTO systems in the fashion industry.

Keywords: virtual try-on; virtual reality; fashion; augmented reality

1. Introduction
Citation: Chen, C.; Ni, J.; Zhang, P. 1.1. The Role of Digital Technology in Fashion Retailing
Virtual Try-On Systems in Fashion
Digital technology has dramatically changed the apparel industry, with projections
Consumption: A Systematic Review.
that one third of sales will happen online by 2027 [1]. In retail, digital technologies aim to
Appl. Sci. 2024, 14, 11839. https://
enhance interactivity and assist consumers in making informed purchasing decisions [2].
doi.org/10.3390/app142411839
These technologies encompass a range of applications, such as virtual try-on (VTO), AI-
Academic Editor: Pedro Couto driven fashion recommendation systems, and intelligent clothing matching technologies.
Received: 18 November 2024
VTO systems are designed for scenarios where consumers have already expressed interest
Revised: 13 December 2024
in trying on specific garments. Their primary objective is to provide a near-realistic try-on
Accepted: 16 December 2024 experience, enabling users to better evaluate products [3]. In contrast, other technologies
Published: 18 December 2024 rely on consumer preference data to recommend products of potential interest, which do
not fulfill the specific need for a try-on experience [4].
VTO systems, while innovative, still fall short of fully replicating the experience of
trying on physical garments, which remains a barrier to widespread consumer adoption
Copyright: © 2024 by the authors. of online apparel shopping and contributes to high return rates [5]. Innovations in image
Licensee MDPI, Basel, Switzerland. interactivity technology (IIT) are addressing this challenge by simulating real-world in-
This article is an open access article
teractions with products [6]. These technologies allow users to modify item features and
distributed under the terms and
viewing angles, providing an engaging virtual shopping experience that closely mimics
conditions of the Creative Commons
physical retail environments [7]. Among the most promising developments are VTO sys-
Attribution (CC BY) license (https://
tems leveraging web interfaces, virtual reality (VR), augmented reality (AR) and digital
creativecommons.org/licenses/by/
avatars to offer immersive simulated apparel fittings [3]. VTO gained new relevance during
4.0/).

Appl. Sci. 2024, 14, 11839. https://doi.org/10.3390/app142411839 https://www.mdpi.com/journal/applsci

Appl. Sci. 2024, 14, 11839 2 of 22

the COVID-19 pandemic by providing an entertaining and authentic method of apparel

shopping safely from home [8].
Adoption of VTO is growing in various sectors such as watches, cosmetics, footwear,
apparel, eyewear, and accessories, with technological refinement continuing across these
areas [9–15]. However, some retailers are skeptical about VTO’s potential to significantly
enhance conversions and reduce returns, highlighting the need for ongoing innovation and
research on both the technical and experiential fronts.

1.2. Technology and Applications of Virtual Try-On Systems

The application of IIT in the fashion industry is primarily manifested through VTO
systems which use websites, VR, AR, and avatars to allow consumers to try on clothes
virtually [4]. VR immerses users in digital simulations of the real-world settings, creating
detailed computer-generated environments [16–18]. Through VR, retailers can vividly
demonstrate intricate product details using sophisticated visual and auditory storytelling,
giving customers an experience that closely mimics reality [19]. AR is defined as the tech-
nology that combines virtual objects with the real environment, aligns them interactively
in real-time [20]. It enhances, extends, edits, or modifies the experience of the real world
using digital information [21]. A defining attribute of AR is its interactive, synchronous,
real-time, and computer-generated essence [20,22–25]. In VTO systems, avatars or virtual
models represent users in virtual environments, granting shoppers the chance to assess
the fit of selected virtual garments in a realistic scenario. Considerable progress in digital
fashion technologies has led many retailers to develop their own VTO systems.
As shown in Figure 1, current VTO implementations can be categorized into three
types based on imaging techniques and avatar types used: website-based VTO, VR-based
VTO, and AR-based VTO. Website-based VTO can be further divided into single fitting and
mix-and-match systems according to the amount of items allowed for fitting. Single fitting
systems, such as Amazon Outfit-VITON, My Virtual Model, and Fits.me, allow users to try
Appl. Sci. 2024, 14, 11839 on one item at a time [26]. Mix-and-match sites like Guess.com, Taobao AI Fitting Room, 3 of 24
and Uniqlo 4D Fitting Room, enable users to try on multiple items at once [27].

Figure1.1.Categories
Figure Categoriesof
ofVTO
VTOand
andcommercial
commercialapplications.
applications.

VTO systems
1.3. Research Gaps that employ VR or AR are considered advanced forms of IIT [7]. In these
systems, users often appear as 3D avatars, including real-time projections of themselves.
The existing literature reviews, as summarized in Table 1, have explored the diverse
VR-based VTO, such as Meta Avatars store and NIKELAND, creates computer-generated
applications
virtual andenvironments
shopping impacts of virtual immersion
that require technologies
VR headsets. such as VR,
Conversely, AR, MRVTO
AR-based across
em-a
wide range of industries including food [28], tourism [29], and general retail contexts
ploys scanners or cameras to project users in real-time, showing the clothes or products they [30–
32].virtually
are However, no analysis
wearing, as seenhasin specifically
popular ARfocused on fashionlike
VTO applications despite itsand
Zeekit widespread use
POIZON [6].
of VTO systems. Given the transformative effects of VTO on consumer behavior, return
1.3. Research
rates, Gaps
and sustainability within the fashion sector, a targeted examination of this niche is
The existing
clearly warranted literature reviews,
[33]. This as summarized
study addresses in Table
this gap 1, have explored
by focusing theon
specifically diverse ap-
the fash-
plications and impacts
ion industry, where VTOof virtual immersion
technologies technologies
tackle such as VR,and
unique challenges AR,demands
MR across a wide
[3,15,34].
Unlike previous reviews that broadly examine VR/AR applications in general retail con-
texts, this study highlights how the unique attributes of fashion interact with VTO tech-
nologies to shape consumer behavior. By emphasizing the distinct consumer demands in
fashion retail, this review demonstrates how VTO systems influence perceptions and de-
cisions. This study provides practical insights and a strategic framework for designing
Appl. Sci. 2024, 14, 11839 3 of 22

range of industries including food [28], tourism [29], and general retail contexts [30–32].
However, no analysis has specifically focused on fashion despite its widespread use of
VTO systems. Given the transformative effects of VTO on consumer behavior, return
rates, and sustainability within the fashion sector, a targeted examination of this niche is
clearly warranted [33]. This study addresses this gap by focusing specifically on the fashion
industry, where VTO technologies tackle unique challenges and demands [3,15,34]. Unlike
previous reviews that broadly examine VR/AR applications in general retail contexts, this
study highlights how the unique attributes of fashion interact with VTO technologies to
shape consumer behavior. By emphasizing the distinct consumer demands in fashion
retail, this review demonstrates how VTO systems influence perceptions and decisions.
This study provides practical insights and a strategic framework for designing effective
VTO systems. It maps the determinants influencing consumer behavior through VTO
technologies and provides foundational guidelines for system refinement. In doing so, this
analysis contributes both theoretical perspectives and practical applications to the fashion
retail sector.

Table 1. Comparison of this review with other literature reviews.

Study IIT Application Context Key Insights

Comparative analysis of AR and VR in retail. Synthesizes debates
[31] VR, AR Non-specific on motives, applications, and consumer acceptance, proposing a
future research agenda.
Explores VR shopping behavior, identifying gaps in
[35] VR Non-specific human–computer interaction. Advocates for research on social
dimensions and eye-tracking in VR shop design.
Highlights gaps in technology awareness, usability, and time
[29] VR, AR Tourism commitment in tourism applications. Proposes theory-based
research for VR/AR adoption.
VR creates complex, realistic environments for food sensory
evaluation and substitutes real-life settings for purchasing behavior
[28] VR Food
studies. Validates VR as a tool for investigating consumer behavior
towards food.
Validates VR’s ability to replicate real-life behavior and influence
[36] VR Non-specific consumer decisions. Recommends expanding VR applications and
developing interactive environments.
Maps design artifacts to influential purchase factors. Highlights
[30] VR, AR Non-specific gaps in virtual commerce and introduces meta-commerce as a
future trend.
Proposes an S-O-R-based conceptual framework for AR adoption,
[37] AR Non-specific emphasizing user experience design and multidisciplinary
perspectives.
Demonstrates AR’s impact on utilitarian and hedonic values,
[32] AR Non-specific perceived risk, and behavioral intentions. Suggests exploring the
social and behavioral aspects of AR.
Conducts a holistic analysis of AR, VR, MR, and 3D using the
AR, VR, MR,
[38] Non-specific TCM-ADO framework. Provides implications for future research
3D
and practice.
Shows AR’s ability to enhance utilitarian and hedonic shopping
[39] AR Non-specific experiences, leading to higher purchase intentions, app reuse, and
recommendations.
Synthesizes factors influencing consumer behavior and technology
VTO, VR, AR,
This study Fashion adoption in VTO systems, offering practical frameworks for the
avatar
fashion industry.
Appl. Sci. 2024, 14, 11839 4 of 22

This work aims to provide a structured evaluation of the evolution and implementation
of VTO in fashion retail, focusing on its impact on consumer behavior, including purchase
and adoption intentions. Through a systematic review of existing literature, we identify
and analyze the main factors shaping consumer decisions and the operational mechanisms
of VTO. By clarifying the relationship between VTO system components and consumer
influencing factors, we offer recommendations for future research on VTO application in
the fashion industry.
This research contributes to scholarly discussions by detailing the internal workings
of VTO and uncovering hidden factors affecting customer engagement. Practically, our
findings provide tested frameworks that help retailers design and optimize VTO systems.
By integrating insights from this review with actionable strategies, retailers can better
leverage VTO to meet changing consumer demands, enhance user experiences, and improve
operational efficiency in the digital era.
The paper is structured as follows: Section 2 describes the methodology used for
assessing studies within the literature review. Section 3 discusses the key findings from
reviewed works and outlines future research opportunities. Section 4 concludes the study’s
findings and limitations.

2. Literature Review Process

This study follows the guidelines established by Petticrew and Roberts (2008), or-
ganizing the literature review procedure into three stages: preparation, execution, and
reporting [40]. The review process includes the following steps:
(1) Commissioning an examination.
(2) Identifying and selecting documents.
(3) Selecting primary studies.
(4) Conducting backward and forward searches.
(5) Extracting data and tracking progress.
Formulating clear research questions is essential to ensure a thorough and systematic
evaluation. In the initial stage, a pilot search was conducted to delineate the study’s scope,
formulate research questions, and establish inclusion and exclusion criteria. The main
research questions identified were as follows:
RQ1: What are the key determinants of VTO technologies that influence fashion
consumers’ purchasing adoption judgments?
RQ2: How do these determinants influence consumers’ purchasing behavior and
adoption of VTO technologies?
RQ3: How do consumer attributes influence their adoption and purchase intention of
virtual try-on (VTO) systems?

2.1. Search Strategy

The PRISMA protocol was employed in this systematic review, as it provides a struc-
tured and widely recognized framework for systematically identifying, evaluating, and
synthesizing research in the field [41,42]. The first stage involves literature identification,
for which the Scopus and Web of Science databases were chosen. These two databases,
renowned for their extensive coverage in computer science and marketing, were selected
to ensure comprehensive literature retrieval. The initial search string used was as follows:

(Virtual reality OR VR OR Augmented Reality OR AR OR Avatar) AND (Virtual fitting OR Virtual try-on
OR Fashion OR Cloth* OR Apparel OR VTO OR VFR) AND (shop* OR retail* OR market* OR consum*)
The search was restricted to the subject areas in Web of Science and to titles, abstracts,
and keywords in Scopus, covering the time range from 1993 to the present. Ultimately, this
search yielded 930 papers: 615 from Web of Science and 315 from Scopus. To validate the
search scope’s suitability, we manually checked for several highly recognized publications
in the field and verified their presence in the search results.
Appl. Sci. 2024, 14, 11839 5 of 22

2.2. Study Selection

To ensure academic quality, we followed the methodology outlined by Shen et al.
(2021) [30] and clearly defined the inclusion and exclusion criteria for this review. The
inclusion criteria were as follows: (1) peer-reviewed publications, including journal articles,
conference papers, and book chapters; (2) studies published in English; and (3) studies
related to VTO in fashion consumption. The exclusion criteria were as follows: (1) publica-
tions unavailable as full texts; (2) duplicate papers; (3) studies unrelated to the review topic
based on titles, abstracts, or full texts; (4) studies lacking significant empirical or theoretical
contributions to consumer behavior in fashion consumption; and (5) studies that did not
address at least one of the three research questions.
Initially, we screened the retrieved literature based on titles, abstracts, introductions,
and conclusions, according to the inclusion and exclusion criteria. After removing dupli-
cates (102) and non-English papers (194), 634 articles were retained for full-text analysis.
Subsequently, we screened these articles based on their titles and abstracts, resulting in
the exclusion of 309 articles unrelated to the review’s topic and 12 articles that were not
available as full text. Next, we conducted a full-text review of the remaining articles, ex-
cluding 162 studies with no empirical or theoretical contributions to the field of consumer
behavior in fashion industry and 96 articles that did not address at least one research
question, leaving 55 articles. During this process, references were manually checked against
the eligibility criteria, followed by forward and backward searches. This resulted in the
inclusion of an additional 14 studies. Through these steps, we ensured the literature search
was comprehensiveness and precision, providing a solid foundation for the systematic
Appl. Sci. 2024, 14, 11839 review. Ultimately, 69 articles advanced to data extraction and examination. The selection 6 of 24

process is illustrated in Figure 2.

Figure
Figure2.2.PRISMA
PRISMA2020
2020flow
flowdiagram
diagramfor
forselection
selectionof
ofsources.
sources.

2.3.Data
2.3. DataExtraction
Extraction
During the data extraction phase, three researchers independently compiled relevant
During the data extraction phase, three researchers independently compiled relevant
findings in an Excel spreadsheet. Specifically, we recorded details including study titles,
findings in an Excel spreadsheet. Specifically, we recorded details including study titles,
abstracts, authors, research aims, methodologies, hypotheses, and conclusions. Each
abstracts, authors, research aims, methodologies, hypotheses, and conclusions. Each re-
searcher subsequently cross-checked the others’ work to ensure accuracy, resolving any
disputes through discussion.

3. Results and Discussion

3.1. Time Distribution
 Appl. Sci. 2024, 14, 11839 6 of 22

researcher subsequently cross-checked the others’ work to ensure accuracy, resolving any
disputes through discussion.

3. Results and Discussion

3.1. Time Distribution
First, a quantitative analysis of the 69 included studies showed a marked increase in
papers related to VTO after 2016, with a particularly pronounced growth between 2019
and 2023. This upswing can largely be credited to revolutionary advancements in VR and
Appl. Sci. 2024, 14, 11839 7 of 24
related IIT which have enabled the development of practical VTO solutions. The annual
distribution of articles from 2005 to 2024 is depicted in Figure 3.

Yearlydistribution
Figure3.3.Yearly
Figure distributionofofpublications.
publications.

3.2. Research Methods

3.2. Research Methods
The research methods used in studying VTO systems in fashion consumption are
The research
summarized methods
in Table 2. used in studying VTO systems in fashion consumption are
summarized in Table 2.
Table 2. Summary of the research methods (69 papers, 86 studies).
Table 2. Summary of the research methods (69 papers, 86 studies).
Methods Sources N %
Methods
Experiment Sources
[7–9,23,27,34,43–73] 49 N %
56.98
Survey
Experiment [3,5,10,12,15,73–90]
[7–9,23,27,34,43–73] 23 49 26.74
56.98
Interview [5,12,15,73,78,79,85,91,92] 9 10.47
Survey [3,5,10,12,15,73–90] 23 26.74
Field Study [8,14,67,81,91] 5 5.81
Interview
Total [5,12,15,73,78,79,85,91,92] 86 9 10.47
100
Field Study [8,14,67,81,91] 5 5.81
Total 86 100
Experiments were the most popular approach, representing 56.98% of the whole with
49 studies utilizing this method. Surveys followed as the second most commonly used
Experiments
method were theaccounting
with 23 studies, most popular approach,
for 26.74%, representing
implying 56.98%
these two of theaswhole
methods with
the primary
49approaches
studies utilizing this method.
for examining VTO’s Surveys
impactfollowed as thebehavior.
on consumer second most commonlyseveral
Additionally, used
method with 23 studies, accounting for 26.74%, implying these two methods as
studies used interviews (N = 9, 10.47%) and field studies such as observation (N = 5, 5.81%). the pri-
mary approaches for examining VTO’s impact on consumer behavior. Additionally, sev-
3.3.studies
eral VTO Application Environment
used interviews (N = 9, 10.47%) and field studies such as observation (N = 5,
5.81%). Table 3 summarizes our analysis of VTO application environments. Over 40% of the
studies concentrated on web-based VTO systems, including popular platforms such as My
Virtual
3.3. VTO Model, Sephora
Application Virtual Artist, Max Factor My Virtual Makeup Artist, and Modiface
Environment
AR. Meanwhile, slightly less than a quarter of the studies involved dedicated equipment
Table 3 summarizes our analysis of VTO application environments. Over 40% of the
for enhanced or mixed realities.
studies concentrated on web-based VTO systems, including popular platforms such as
My Virtual Model, Sephora Virtual Artist, Max Factor My Virtual Makeup Artist, and
Modiface AR. Meanwhile, slightly less than a quarter of the studies involved dedicated
equipment for enhanced or mixed realities.
Increasing mobile usage and rapid digitalization have significantly expanded oppor-
Appl. Sci. 2024, 14, 11839 7 of 22

Table 3. Overview of examined shopping environments.

Category Studies N %
Web-based [5,7,27,43–45,47–50,54,56,60,61,64,67,73,77–81,84,87,89,91–94] 29 41.43
APP [3,9,10,15,34,51,53,55,57,63–66,75,81,84,85,87,89,95] 20 28.57
Device-specific [12,23,46,52,58,62,68,70–72,74,76,82,96–98] 16 22.86
Multi-environment [8,14,59] 3 4.29
Unspecified Environment [6,99] 2 2.86
Total 70 100

Increasing mobile usage and rapid digitalization have significantly expanded opportu-
nities for exploration in recent years. Nearly a third of current studies utilize virtual fashion
apps that permit home try-ons, such as Taobao, which allows users to wear selections
digitally and view selections from all angles [85]. Similarly, Wanna Kicks allows sneaker
enthusiasts to preview emerging styles in AR before purchase [75]. As barriers to virtual
try-on research continue to decrease, the prevalence of such mobile-centered platforms will
underpin more authentic experiential captures from any location.

3.4. Antecedents and Consequences

In this section, we address research questions RQ1 and RQ2, summarizing the key
factors that influence consumer behavior when using VTO systems. Specifically, we exam-
ine factors affecting technology adoption and fashion purchase intentions among virtual
shoppers. By constructing conceptual frameworks, the analysis explores how these factors
influence consumers’ behaviors and experiences. Additionally, we categorize consumer
attributes to understand how these differences affect their adoption and purchase intentions
regarding VTO systems.
Since purchase and adoption outcomes directly relate to decision-making and engage-
ment with virtual technologies, they are the primary interest for analysis and framework
development. The conceptual frameworks are derived from the models presented in the
literature through these steps:
(1) Identify constructs explicitly connected to purchase decisions and usage intentions
from the literature, denoting these as direct factors.
(2) Identify all constructs leading to the direct factors, denoting these as secondary factors.
(3) Define tertiary factors as those preceding the secondary factors. Document these
factors and their interrelations.
(4) Represent significant direct impacts with a solid arrow to the result, noting positive
or negative effects with symbols. Indicate insignificant direct impacts with a dashed
arrow. Distinguish verified mediators using rectangles. Designate moderators through
dotted lines and symbols to moderate connections. Controversial links are highlighted
with a red solid arrow flagged by an exclamation point.
(5) Consolidate identified models, merge comparable notions, and organize the amalga-
mated framework.

3.4.1. Influential Factors Essential to Purchase Intention and Adoption Intention

Six pivotal concepts are identified as directly influencing purchase intention and adop-
tion intention: media, attitude, symbolic gratification, technology gratification, emotional
values, and utilitarian values.
As shown in Table 4, medium includes media design features, the presence or absence
of IIT, and various modalities of IIT. Attitudes encompass consumer perspectives towards
brands, retailers, and virtual platforms. Symbolic gratification refers to the satisfaction indi-
viduals derive from associating with certain symbols, emblems, or recognizable elements
in the virtual fitting room, fulfilling needs related to self-identity, social status, or group
affiliation [100]. This includes ten sub-variables: autonomy, competence, identification,
Appl. Sci. 2024, 14, 11839 8 of 22

self-referencing, relatedness need fulfillment, social interactivity, self-brand connection,

self-expression, self-image threat, and telepresence.

Table 4. Direct factors of purchase intention (PI) and adoption intention (AI).

Categories Direct Factors Description

The design features of virtual fitting rooms include the color, interface,
Design
esthetics and sense of balance.
Medium
(ME) Presence or not The presence or absence of IIT.
IIT modalities Various modalities of IIT (e.g., VR, AR, avatars, etc.).
Brand Attitude towards the brand.
Attitude
(AT) Retailer Attitude towards the retailer.
Technology Attitude towards the IIT technologies.
Autonomy Autonomy represents the need to experience behavior as voluntary.
Competence refers to the human need to feel that one’s behavior is
Competence
enacted effectively.
Identification is defined as the process whereby an individual may seek to
Identification emulate or embody another person as a strategy for constructing and
sustaining their own identity.
It is a user’s psychological state when they associate themselves with the
Self-referencing
garments they wear or their appearance in a virtual environment.
Symbolic It refers to the need to interact, be connected to, and experience caring
Relatedness need fulfillment
Gratification from others.
(SG) It refers to the extent and quality of interactions that occur between users
Social interactivity
within a digital or online environment.
The extent to which a consumer has incorporated a brand into his or
Self-brand connection
her self-concept.
A social behavior in which an individual with behavioral motivation tries to
Self-expression
convey personal information and image to others in a planned way.
Self-image threat An experience that calls into question one’s favorable views about oneself.
The psychological state of ‘being there’ in a computer-mediated environment,
Telepresence
augmented by focused attention.
Perceived diagnosticity (or It is defined as the ability of an application to convey relevant product
perceived informativeness) information for evaluating quality and performance.
Fit confidence The degree of confidence with when using apparel fit system.
Technology Curiosity An eager wish to know or learn about something.
Gratification
Novelty Novelty refers to the quality or state of being new, original, or unusual.
(TG)
It refers to the quality or state of being fashionable, current, and up-to-date
Trendiness
with the latest styles, trends, or technologies.
An experiential phenomenon that occurs when a user interacts with a website
Interactivity
or other computer-mediated communication entities.
Decision comfort reflects a person’s sensation of being “fine or ok” while
Decision comfort
engaging in a specific decision.
Emotional
Immersive experience (or flow
Values The holistic sensation that people feel when they act with total involvement.
experience)
(EV)
The state of pleasure or disappointment that a customer feels by comparing
Satisfaction
the perceived effect of a product or service with its expected value.
Appl. Sci. 2024, 14, 11839 9 of 22

Table 4. Cont.

Categories Direct Factors Description

A temporary motivational state induced by a marketing-related stimulus
Inspiration
toward the intrinsic pursuit of a consumption-related goal.
When consumers do not feel in control over the information they are sharing,
Perceived intrusiveness
it can lead to an uncomfortable feeling and raise feelings of intrusiveness.
Emotional
Values Perceived enjoyment (or The extent to which an individual finds an activity to be pleasurable
(EV) perceived pleasure) and satisfying.
Fantasy involves executing activities that are unattainable in reality, such as
Perceived fantasy
adopting fresh identities and lifestyles.
Perceived playfulness refers to the extent to which an individual perceives an
Perceived playfulness
activity as enjoyable, engaging, and fun.
Perceived ease of use
The extent to which prospects perceive a reduction in the effort required for
(perceived convenience or
using and buying.
effort expectancy)
Perceived usefulness (or The extent to which a person believes that using a technology will enhance his
Utilitarian Performance expectancy) or her productivity.
Values Product benefit Product benefit refers to the product utility and its uses.
(UV)
Vividness (or perceived
It includes the graphical effects in terms of vividness, realism of 3D images,
esthetic quality or aesthetic
visual appeal of the graphical look, etc.
experience)
Perceived risk describes consumers’ feelings of uncertainty regarding purchase
Risk
decision outcomes.
Age The age of the consumer
BMI Body mass index (BMI)
Gender Male or female
The latent underlying preference for new and different experiences.
Innovativeness Consumers with high levels of innovativeness are more likely to seek
information and new experiences that stimulate their senses.
Individualism The extent to which customer emphasizes personal aspects.
Familiarity The degree to which consumers are familiar with VTO systems.
Fashion consciousness assesses individuals’ ideas and attitudes toward
Fashion consciousness
fashion and influences individual decision-making.
Consumer A positive view of technology and a belief that it offers people increased
Optimism
Characteristics control, flexibility, and efficiency in their lives.
(CC) Privacy priming When privacy concerns are particularly salient, customers will prime privacy.
The fear and apprehension people feel when thinking about or actually using
Technology anxiety
technology-related tools.
SST reflects an individual’s desire to search for novel, varied, and
Sensation seeking tendency
intense stimuli.
Self-monitoring is a characteristic of an individual’s personality that impacts
Self-monitoring their ability to manage their public image, navigate social interactions, and
adjust their behavior to align with diverse social contexts.
The ability of consumers to perceive the degree of discrepancy between
Self-discrepancy
self-concept and the image of a brand/product.
Body esteem (or body Body esteem refers to an individual’s self-evaluation of their
satisfaction) body or appearance.

Technology gratification focuses on the immediate enjoyment and satisfaction users

gain from specific technologies, typically derived from the intuitive attributes, versatile
Appl. Sci. 2024, 14, 11839 10 of 22

capabilities, and engaging user experience [67]. It includes six variables: perceived diagnos-
ticity (or informativeness), fit confidence, curiosity, novelty, trendiness, and interactivity.
Emotional values encompass the feelings and psychological states evoked by using
the technology. They cover the general emotional and psychological experiences associated
with a product or service, such as the sentiments stirred by meaningful interpersonal
communication, personal success, or alignment with individual beliefs [67]. Emotional
values include eight variables: decision comfort, flow experience (or immersive experi-
ence), satisfaction, inspiration, perceived intrusiveness, perceived enjoyment (or perceived
pleasure), perceived fantasy, and perceived playfulness. Perceived enjoyment, perceived
fantasy, and perceived playfulness are closely related variables jointly known as hedonic
value, which involves the beneficial emotional and experiential contentment consumers
derive from using products or services, particularly regarding VTO systems [101,102].
Utilitarian values play a pivotal role in consumer decision-making, emphasizing
practicality, helpfulness, and financial advantages [103]. We recognized five key vari-
ables: perceived ease of use (or convenience or effort expectancy), perceived usefulness
(or performance expectancy), product benefit, perceived esthetic quality (or vividness),
and risk.
In addition, previous studies examined how user characteristics influence technology
adoption and fashion purchase intention, revealing twelve variables: age, gender, innova-
tiveness, individualism, familiarity, fashion consciousness, privacy priming, technology
anxiety, sensation-seeking tendency, self-monitoring, self-discrepancy, and body esteem (or
body satisfaction).

3.4.2. Comparative Studies of Media

Of the reviewed papers, 22 research articles focused on media and its related variables.
The design of VTO systems significantly impacted the adoption intention [91]. Additionally,
VTO on a website can increase offline purchase intentions [49]. Personalized VTO boosted
online sales in experiments [14]. However, vividness alone did not impact technology
adoption [91].
Nineteen works compared different types of media, finding that each has unique ad-
vantages, though none was clearly superior. While VR and AR provided richer experiences
than standard interfaces, the latter remained more convenient and enjoyable than AR-based
VTO [23,34]. Additionally, incorporating 3D models into traditional displays enhanced the
sense of presence, usefulness, and ease of use, while reducing perceived risk [44,45,78,80].
While many studies argued that VR and AR enhanced the shopping experience over
traditional websites, their effectiveness varied significantly depending on the product cate-
gory [10,23,34]. For example, VTO for shoes struggles to replicate real-world interactions,
raising questions about whether they can fully replace physical trials [65]. Consequently,
virtual options currently serve as supplements rather than substitutes.
Personalized simulations using AR proved more effective than static images alone [10,23].
Allowing customers to see personalized avatars significantly increased purchase intentions
compared to general models [62]. However, AR’s advantages were not universal, and
were less impactful for those satisfied with their appearance when stacked up against
conventional 2D displays [76].
In contrast to the overlay capabilities of AR, VR immersed users in fully customizable
virtual worlds with extensive interactive avatars. VR trials demonstrated tangible effects
on subsequent in-store purchases [48,49]. Research indicated that highly engaging VR
outperformed less immersive implementations, promoting usage, entertainment, utilitarian
value experiences, and time spent [68,72]. While AR applications only require a camera-
equipped phone, VR demands complex equipment like headsets and controls for deep
immersion, complicating widespread adoption. As a result, retailers implementing VR must
carefully weigh technological investments against the benefits of maximum immersion.
Appl. Sci. 2024, 14, 11839 11 of 22

3.4.3. Conceptual Framework of Attitudes

As shown in Figure 4, 19 studies examined the impact of attitudes and their influencing
factors on purchase and adoption intentions. The framework integrates multiple layers of
Appl. Sci. 2024, 14, 11839 influence, from initial user perceptions to attitudes and final behavioral intentions,
13 ofwhile
24
accounting for moderating effects that may alter these relationships.

Figure4.4.Conceptual
Figure Conceptual framework
framework of
of attitudes.
attitudes.

3.4.4. Conceptual
Studies Framework
consistently of Symbolic
showed Gratification
that improving and Technological
consumer Gratification
attitudes directly benefited
purchase and usage intentions. Specifically, favorable perspectives on
Twelve articles explored the concepts of symbolic gratification and technological brands, sellers,
and technologies were positively associated with intent to buy [3,63,94].
gratification and their related variables. The research framework derived from these stud-
Additionally,
positive attitudes towards retailers and technology were straightly correlated with adoption
ies is illustrated in Figure 5.
intentions [51,86,95].
Factors within symbolic gratification, such as self-referencing, telepresence, auton-
To enhance consumer attitudes towards brands, strategies include increasing VTO
omy, self-image threat, identification, and social interactivity, significantly influenced us-
experience satisfaction [12] and enhancing self-presence, which positively affected brand
ers’ purchase
cognitive intention
processing [8,27,67,71,77,85].
through Furthermore,
self-explorative enhancing
engagement [95]. the sense of ownership
Improving flow experi-
control, rehearsability, and self-efficacy was shown to improve self-referencing
ences, such as reducing the notion of time passing, also strengthened brand attitudes [71]. Se-
[94].
lecting media with higher levels of IIT also enhanced telepresence [27].
For retailers, enhancing attitudes could be achieved by improving perceived enjoyment,
In the
perceived context of and
usefulness, technology
perceived gratification,
ease of useperceived
[44]. diagnosticity and curiosity sig-
nificantly
Previousandstudies
positively affected users’
increasingly focusedpurchase intention
on consumer [10,46,67]. on
perspectives Theimmersive
impact of interac-
nov-
tive
eltytechnologies. Herz et remains
on purchase intention al. found that bothMoes
debatable. utilitarian and hedonic
et al. suggested benefitsmediated
that novelty improved
attitudes towardsbetween
the relationship technology
medium[83].types
Detailed
and analyses
purchase indicated that while
intention [48], perceived enjoyment,
Khelladi et al.
telepresence, user experience,
found that novelty perceived
did not significantly usefulness
affect purchaseand convenience
intention [67]. shaped consumer
attitudes toward
Factors suchtechnology
as competence, [5,34,61,63,66,84,86].
autonomy, self-brand Other studies found
connection, that authenticity
identification, and fit
confidence had notable positive effects on technology adoption intention [53,55,77,85].
VTO systems enhanced competence by incorporating challenges and achievements. Ava-
tar customization and identification fulfilled users’ autonomy needs by allowing greater
personal control and self-expression [85]. Furthermore, self-brand connection was pro-
Appl. Sci. 2024, 14, 11839 12 of 22

fit, association fit, and wearable comfort positively affected attitudes toward technol-
ogy [54,83].
Further analysis explored factors directly elevating attitudes. For the aforementioned
variables that directly positively influenced attitudes, scholars found that perceived useful-
ness can be enhanced by reducing response time and adopting advanced IIT forms, while
interface esthetic quality and advanced forms of IIT improved perceived enjoyment [44,61].
For AR VTO, interactivity and augmentation improved telepresence [86].
Regarding risks, research showed that health and psychological risks negatively im-
pacted attitudes toward technology [83], while other risks (e.g., privacy, product risks) had
no effect [83,84]. User experience was enriched by improving the esthetic and pragmatic
quality, hedonic quality of simulation, and hedonic quality of identification [63]. Addi-
tionally, enhancing form realism and behavioral realism improved VTO authenticity fit.
Perceived warmth and perceived competence increased association fit during the try-on
experience [54].
It is worth noting that the impact of perceived ease of use on attitudes toward tech-
nology may vary depending on the VTO types. In AR VTO and VTO with 3D rotation
views, perceived ease of use significantly improved consumers’ attitudes toward tech-
nology [61,66,80]. However, for VTO with only 2D views, perceived ease of use did not
significantly affect attitudes toward technology [80]. Furthermore, research has found
that information quality in AR VTO apps enhanced utilitarian value and contributed to
perceived usefulness [61,64]. However, another study revealed that information quality
did not significantly affect perceived usefulness in shoes AR VTO apps [66]. Therefore, the
utilitarian values of information quality require further investigation.
Regarding moderating factors, it was found that the positive impact of perceived
usefulness on technology attitude was negatively moderated by perceived risks; however,
this negative effect was alleviated by perceived enjoyment [3]. Additionally, the significant
positive influence of authenticity fit and association fit on consumer attitudes varied
depending on product type, whether utilitarian or hedonic [54]. These findings highlighted
the importance of context and product type in shaping the effectiveness of VTO systems.

3.4.4. Conceptual Framework of Symbolic Gratification and Technological Gratification

Twelve articles explored the concepts of symbolic gratification and technological
gratification and their related variables. The research framework derived from these
studies is illustrated in Figure 5.
Factors within symbolic gratification, such as self-referencing, telepresence, autonomy,
self-image threat, identification, and social interactivity, significantly influenced users’ pur-
chase intention [8,27,67,71,77,85]. Furthermore, enhancing the sense of ownership control,
rehearsability, and self-efficacy was shown to improve self-referencing [71]. Selecting media
with higher levels of IIT also enhanced telepresence [27].
In the context of technology gratification, perceived diagnosticity and curiosity signifi-
cantly and positively affected users’ purchase intention [10,46,67]. The impact of novelty
on purchase intention remains debatable. Moes et al. suggested that novelty mediated
the relationship between medium types and purchase intention [48], while Khelladi et al.
found that novelty did not significantly affect purchase intention [67].
Factors such as competence, autonomy, self-brand connection, identification, and
fit confidence had notable positive effects on technology adoption intention [53,55,77,85].
VTO systems enhanced competence by incorporating challenges and achievements. Avatar
customization and identification fulfilled users’ autonomy needs by allowing greater per-
sonal control and self-expression [85]. Furthermore, self-brand connection was promoted
through the malleability of the self, imagery, and VTO presence. Notably, VTO presence
enhanced the malleability of the self via the mediation of imagery, creating a more per-
sonalized and engaging experience [53]. For identification, avatar-user resemblance and
fashion item realism played crucial roles, making users feel more connected to their virtual
representations [77]. Additionally, perceived augmentation had a significant positive effect
 Appl. Sci. 2024, 14, 11839 14 of 24

Appl. Sci. 2024, 14, 11839 more personalized and engaging experience [53]. For identification, avatar-user resem- 13 of 22
blance and fashion item realism played crucial roles, making users feel more connected to
their virtual representations [77]. Additionally, perceived augmentation had a significant
positive
on effect on Users
fit confidence. fit confidence.
who wereUsers whowith
satisfied wereself-uploaded
satisfied withphotos
self-uploaded photos
experienced ex-
higher
levels of perceived
perienced augmentation,
higher levels of perceivedalthough body esteem
augmentation, did not
although have
body significantly
esteem did notimpact
have
on this [55]. Using
significantly media
impact with
on this [55].higher
Usinglevels
mediaofwith
IIT also
higherenhanced
levels ofperceived diagnosticity,
IIT also enhanced per-
making the technology more appealing and effective [10,46].
ceived diagnosticity, making the technology more appealing and effective [10,46].

Figure5.5.Conceptual
Figure Conceptual framework
framework of
of symbolic
symbolic and
and technological
technological gratification.
gratification.

Moderating factors
Moderating factors that influence
influence technology
technology adoption
adoptionand andpurchase
purchaseintention
intentionin-in-
cluded
cludedBMI,
BMI, self-monitoring, self-discrepancy, the
self-monitoring, self-discrepancy, the luxury
luxurystatus
statusofofproducts,
products,gender,
gender,thethe
use
useofofavatars,
avatars,andand
perceived augmentation
perceived [8,53,67,70,77].
augmentation Perceived
[8,53,67,70,77]. augmentation
Perceived augmentationplayed
aplayed
key role in moderating various relationships. It positively affected the influence
a key role in moderating various relationships. It positively affected the influence of owner-
ship and self-efficacy on self-referencing, although it did not have the same
of ownership and self-efficacy on self-referencing, although it did not have the same mod- moderating
effect
eratingoneffect
the relationship between
on the relationship rehearsability
between and and
rehearsability self-referencing [70].[70].
self-referencing TheTheluxury
lux-
status of products, gender, and the avatar use positively moderated the influence of social
ury status of products, gender, and the avatar use positively moderated the influence of
interactivity and curiosity on purchase intention. These factors illustrated how personal
social interactivity and curiosity on purchase intention. These factors illustrated how per-
and contextual elements shape consumer responses to VTO systems [67].
sonal and contextual elements shape consumer responses to VTO systems [67].
3.4.5. Conceptual Framework of Emotional Values
3.4.5.Twenty-two
Conceptualstudies
Framework of Emotional
investigated Values
emotional values and related concepts, summarized
in theTwenty-two
framework shown
studiesininvestigated
Figure 6. emotional values and related concepts, summa-
rized in the framework shown in Figure 6.
Appl. Sci.Sci.
Appl. 2024, 14,14,
2024, 11839
11839 14 24
15 of of 22

Figure6.6.Conceptual
Figure Conceptual framework
framework of
of emotional
emotionalvalues.
values.

Several variables
Several variables were
wereidentified
identifiedasas having
havinga direct
a directpositive effect
positive on purchase
effect on purchase inten-in-
tion, including
tention, including decision comfort,
decision playfulness,
comfort, exploratory
playfulness, behavior,
exploratory time distortion,
behavior, satis-
time distortion,
satisfaction,
faction, andand immersive
immersive experience
experience [12,60,69,81,88].
[12,60,69,81,88]. Conversely,
Conversely, concentration
concentration and per- and
perceived
ceived fantasy did not significantly affect purchase intention [67,88]. The impact of per- of
fantasy did not significantly affect purchase intention [67,88]. The impact
perceived enjoyment
ceived enjoyment on purchase
on purchase intention
intention was debated;
was debated; some studies
some studies found afound
positive a positive
effect
effect [27,89], while others indicated its impact varied by product types,
[27,89], while others indicated its impact varied by product types, being beneficial for being beneficial
for NFTs-virtual
NFTs-virtual clothes
clothes [67][67]
butbut
notnot
for for
realreal clothing
clothing products
products online
online [44]. [44].
For technology adoption intention, satisfaction and inspiration
For technology adoption intention, satisfaction and inspiration were positively asso-
were positively as-
sociated with adoption intention [55,81]. However, factors such as technology anxiety,
ciated with adoption intention [55,81]. However, factors such as technology anxiety, per-
perceived intrusiveness, playfulness, and perceived enjoyment showed no significant effect
ceived intrusiveness, playfulness, and perceived enjoyment showed no significant effect
on adoption intention [10,44,66,79].
on adoption intention [10,44,66,79].
Further analysis revealed secondary factors that influenced these primary factors,
Furthertoanalysis
contributing a more revealed secondary
comprehensive factors that of
understanding influenced
consumerthese primary
behavior in thefactors,
context
of VTO systems. Performance expectancy, perceived enjoyment, and spatial context
contributing to a more comprehensive understanding of consumer behavior in the presence
of VTO systems.
enhanced decision Performance expectancy,
comfort [75,88]. Spatial perceived
presence, enjoyment,
the senseand spatial
of body presence en-
ownership, and
hanced decision
ownership control comfort [75,88].
positively Spatial
affected presence, theand
concentration sense of body ownership,
playfulness and own-
[60,88], while system
ership did
quality control positively affected
not significantly impactconcentration
playfulness [66].and playfulness
Additionally, [60,88],
body while
ownershipsystem and
ownership
quality didcontrol positively impact
not significantly affectedplayfulness
exploratory behavior
[66]. and time
Additionally, bodydistortion
ownership [60].and
Variouscontrol
ownership factorspositively
positivelyaffected
affected satisfaction,
exploratory including
behavior and concentration,
time distortion playfulness,
[60].
exploratory
Various behavior, time distortion,
factors positively affected utilitarian value,
satisfaction, hedonicconcentration,
including value, productplayfulness,
involvement,
interactivity, perceivedtime
exploratory behavior, easedistortion,
of use, realism, avatar
utilitarian value,identification,
hedonic value, user experience,
product involve- and
personalization [12,14,46,52,60,63,64,81]. Factors that significantly impacted
ment, interactivity, perceived ease of use, realism, avatar identification, user experience, perceived
enjoyment included telepresence,
and personalization self-imagery,Factors
[12,14,46,52,60,63,64,81]. spatiality, innovativeness,
that user experience,
significantly impacted per-
medium types, hedonic shopping orientation, self-congruity, perceived control, perceived
ceived enjoyment included telepresence, self-imagery, spatiality, innovativeness, user ex-
responsiveness, and immersive experience [7,15,27,43,44,48,59,63,70,87,90]. Furthermore,
perience, medium types, hedonic shopping orientation, self-congruity, perceived control,
Appl. Sci. 2024, 14, 11839 15 of 22

interactivity, perceived sociability, perceived personalization, and perceived enjoyment

positively affected flow experience [69].
Moderating factors introduced additional complexity within the VTO framework.
Significant moderators included age, fashion innovativeness, individualism, risk, self-
relevance, technology anxiety, and sensation-seeking tendency [13,62,69]. For instance, risk
acted as a moderator between satisfaction and both purchase and adoption intention [62].
These moderating factors underscore the nuanced ways personal and contextual elements
can influence the effectiveness of VTO systems.

3.4.6. Conceptual Framework of Utilitarian Values

Appl. Sci. 2024, 14, 11839 17 of 24
Nineteen studies explored the concept of utilitarian values and their related factors,
summarized in the research framework depicted in Figure 7.

Figure 7.
Figure 7. Conceptual
Conceptual framework
framework of
of utilitarian
utilitarian values.
values.

3.4.7.Research
Conceptual Framework
consistently of Userthat
showed Characteristics
utilitarian values positively affected purchase
intention [7,27,64,86]. Key components of utilitarian values, such as perceived esthetic
Twenty research papers explored the role of user characteristics in influencing pur-
quality, economic value, performance expectancy, perceived usefulness, and perceived
chase and adoption intentions. Based on their roles in the research models, these factors
ease of use, directly enhanced purchase intention [3,44,74,87]. However, convenience and
were
productcategorized asnot
benefit did moderating variables
significantly impactorpurchase
general variables.
intention [74].
Among
Effort the moderating
expectancy, factors, age
performance was found
expectancy, to influence
product theperceived
benefit, relationship between
usefulness,
augmentation and perceived enjoyment [75]. BMI significantly moderated the
perceived efficiency, and perceived ease of use were proven effective in increasing adoptioneffect of
VTO presence
intention onIn
[74,87]. self-image
contrast, threat, particularly
vividness affecting higher
did not significantly affectBMI consumers
adoption who[91].
intention ex-
Reducing privacyself-image
perience greater risk and addressing concernsdifferences
threat [8]. Gender about fit and
alsosize furtherwith
emerged, promoted
social adop-
inter-
tion intention
activity [6,56,90].impacting purchase intention differently for men and women [67].
and curiosity
Several secondary
Men placed less importance factors
on influenced
price value the
anddirect factors
perceived within
esthetic the framework.
quality Per-
when consider-
ceived interactivity and spatiality positively impacted perceived esthetic quality, while
ing purchase choices [74].
emotionality did not [70]. Fit confidence and self-congruity were found to improve con-
Innovativeness enhanced the positive effects of decision comfort, playfulness, and
exploratory behavior on purchase intention, indicating that more innovative users de-
rived greater benefits from these factors [88]. Individualism similarly boosted the likeli-
hood of deriving purchase intention from playfulness and exploratory behavior [88]. Fa-
miliarity with VTO systems positively moderated the effect of user experience on attitude
toward technology, suggesting that more familiar users had a better experience and a
Appl. Sci. 2024, 14, 11839 16 of 22

venience [7]. Meanwhile, innovativeness and optimism had a marked effect on economic
value and performance expectancy but did not significantly affect effort expectancy [87].
Moreover, factors that significantly affected perceived usefulness included fit confi-
dence, self-congruity, utilitarian shopping orientation, medium types, telepresence, per-
ceived ease of use, and perceived efficiency [7,44,51,91]. In contrast, VTO system design,
vividness, and perceived security did not significantly influence perceived usefulness [91].
Furthermore, telepresence had a substantial impact on perceived efficiency [91]. Perceived
ease of use was significantly influenced by medium types, utilitarian shopping orienta-
tion, design, vividness, and information quality [44,52,91], whereas perceived security and
perceived efficiency had minimal effect [91]. Additionally, the use of 3D-VTO helped reduc-
ing risks related to clothing attributes such as silhouette, color, texture, fit, and size [45].
Similarly, employing a virtual body contributed to mitigating fit and size risks [56].
Lastly, several moderating factors were identified, including gender, augmented reality,
technology anxiety, sensation-seeking tendency, fashion consciousness, body satisfaction,
actual body size, and trust [15,45,51,56,74,91]. For instance, augmented reality influenced
the connection between convenience and purchase intention, but it did not moderate the
links between perceived esthetic quality or experience, economic or price value, product
benefit, and purchase intention [74]. Furthermore, trust in internet shopping moderated
the relationship between VTO medium types and risks associated with silhouette, color,
and texture, but it did not impact the relationship between medium types and risks related
to fit and size [45].

3.4.7. Conceptual Framework of User Characteristics

Twenty research papers explored the role of user characteristics in influencing purchase
and adoption intentions. Based on their roles in the research models, these factors were
categorized as moderating variables or general variables.
Among the moderating factors, age was found to influence the relationship between
augmentation and perceived enjoyment [75]. BMI significantly moderated the effect of VTO
presence on self-image threat, particularly affecting higher BMI consumers who experience
greater self-image threat [8]. Gender differences also emerged, with social interactivity and
curiosity impacting purchase intention differently for men and women [67]. Men placed
less importance on price value and perceived esthetic quality when considering purchase
choices [74].
Innovativeness enhanced the positive effects of decision comfort, playfulness, and
exploratory behavior on purchase intention, indicating that more innovative users derived
greater benefits from these factors [88]. Individualism similarly boosted the likelihood of
deriving purchase intention from playfulness and exploratory behavior [88]. Familiarity
with VTO systems positively moderated the effect of user experience on attitude toward
technology, suggesting that more familiar users had a better experience and a more favor-
able attitude [63]. Fashion consciousness positively moderated the relationship between
perceived efficiency and adoption intention, highlighting the role of fashion awareness in
technology adoption [91].
Privacy priming had a significant moderating effect, weakening the positive im-
pact of augmented reality on perceived usefulness when privacy concerns are high [51].
Technology anxiety strengthened the relationships between interactivity, augmentation,
and telepresence, indicating that anxious users may need more engaging experiences to
feel comfortable [15]. Sensation-seeking tendency enhanced the effects of perceived use-
fulness and perceived efficiency on adoption intention and strengthened the impact of
interactivity on telepresence, reflecting the adventurous nature of sensation seekers [15].
Self-monitoring moderated the relationship between avatar-user resemblance and identifi-
cation, with higher self-monitors more sensitive to the match between their avatars and
themselves [77]. Lastly, self-discrepancy moderated the relationship between imagery and
malleability of the self [53].
Appl. Sci. 2024, 14, 11839 17 of 22

In addition to these moderating factors, several general variables also played a crucial
role. Innovativeness was positively correlated with adoption intention, indicating that
innovative users were more likely to adopt VTO systems [5,79,80]. Optimism enhanced eco-
nomic value and performance expectancy, highlighting the positive outlook of optimistic
users [87]. Finally, body esteem positively influenced self-congruity and fit confidence, indi-
cating that users who feel good about their bodies are more likely to trust the virtual fitting
experience [7]. By integrating these findings, we gain a comprehensive understanding of
the multifaceted role of user characteristics in shaping the purchase intention and adoption
of VTO systems. This perspective not only identifies key factors but also underscores the
importance of considering user diversity in VTO research and application.

3.5. Future Agenda

This section outlines future research recommendations by theme, providing a clear
and structured overview of directions and specific suggestions.

3.5.1. Exploring the Boundary Factors

With respect to the theme of exploring the boundary factors, future research should
further investigate the boundary conditions of VTO shopping, focusing on ways to sub-
stantially enhance the shopping experience. The design of VTO systems is crucial for
promoting consumer adoption intention [91]. Future studies should explore aspects such
as user interface, store ambiance and layout in immersive VR VTO systems.

3.5.2. Comparative Study Design

Regarding the theme of comparative study design, future research should evaluate
the difference in effectiveness of different types of VTO on various product categories. As
the metaverse continues to evolve, understanding whether VTO can effectively replace
or complement real try-ons becomes essential. Additionally, since fashion products vary
widely, consumers’ perceptual needs before purchase differ by category [66]. For retailers,
understanding which VTO systems are suitable for their product categories can not only
reduce time and cost but also enhance consumer usage and purchase intentions. The
applicability of VTO across different fashion product categories also requires further inves-
tigation. While personalized scanned avatars have been shown to enhance body ownership,
presence, and dominance [62], they also posed privacy risks. Research is needed to address
these privacy concerns effectively.

3.5.3. User Segmentation

Concerning the user segmentation theme, future research should explore the role of
shoppers and their individual characteristics in influencing VTO shopping experiences.
Differences in VTO adoption and purchase intentions among consumers have been exten-
sively identified, including factors like technology anxiety, familiarity with VTO, culture,
and gender differences [67,74]. Furthermore, an interdisciplinary approach combining
technological innovation with consumer psychology is essential to foster more engaging,
personalized, and immersive shopping experiences. By doing so, VTO has the potential
to become not merely an innovative tool but a critical element in the evolution of fashion
retail, offering consumers unparalleled levels of personalization and satisfaction in their
shopping journeys.

3.5.4. Technological Challenges and Future Directions

Despite significant advancements in VTO systems, their further development still
faces several critical technological challenges that require in-depth research and innovation.
Future studies should address these challenges to ensure the effective implementation
and broader adoption of VTO systems. First, robust privacy protection mechanisms are
needed to address consumer concerns regarding the use of personal data, such as body
measurements and photos, in VTO platforms [104]. Second, improving the realism of virtual
Appl. Sci. 2024, 14, 11839 18 of 22

garments remains a pivotal task. Key areas for advancement include fabric simulation,
size adaptation, and occlusion management, all of which are fundamental to delivering an
authentic and immersive consumer experience [26,97]. Lastly, the issues associated with
immersive environments, such as cyber-sickness in VR/AR applications [105], demand
significant improvements in hardware and software technologies to reduce latency and
ensure high-resolution, seamless interactions.

4. Conclusions
This comprehensive review synthesizes findings from 69 research papers to explore the
influence of VTO systems on consumer behavior within the fashion industry. The analysis
results show that research in this field advanced primarily after 2019 and is currently
increasing. In terms of research methods, experiments were the most commonly used,
accounting for 56.98% of the studies. Regarding VTO application environments, over 40%
of studies focused on web-based VTO systems. Content analysis of the 69 articles identified
key factors that directly influence consumers’ purchasing decisions and adoption intentions,
including attitudes, media exposure, symbolic gratification, technological gratification,
emotional values, utilitarian values, and user attributes. Based on these insights, we
developed conceptual frameworks that outline how these factors and their underlying
elements shape consumers’ purchasing behaviors and technology adoption processes.
Finally, this research identified key gaps and proposed future directions, inspiring further
interdisciplinary studies between information science and retail management to enrich our
understanding and application of this transformative technology in the fashion industry.
Despite the comprehensive nature of this literature review, several limitations must
be acknowledged. Firstly, the review primarily focuses on English-language publications,
which may overlook significant research conducted and published in other languages.
Future research should extend the search to include non-English publications to capture a
more diverse and comprehensive range of studies. Secondly, the included studies exhibit
considerable variability in research design, sample characteristics, and methodologies. This
diversity poses challenges in drawing definitive conclusions and making direct compar-
isons. While efforts were made to include only peer-reviewed publications, the quality and
robustness of the studies’ designs, data collection methods, and analyses vary, potentially
influencing the reliability and generalizability of the synthesized findings. Future studies
should aim to standardize research methodologies and enhance the quality and rigor of
experimental designs to facilitate more consistent and reliable comparisons. Thirdly, the
rapidly evolving nature of VTO systems means that some findings may quickly become
outdated. Technological advancements, such as large language models (LLMs), have the
potential to enhance personalization and user interaction in VTO systems. Future research
should consider how such technologies might influence consumer behavior and adoption,
ensuring that ongoing developments are reflected in studies of VTO technology. Lastly,
future studies should consider longitudinal and experimental designs to provide deeper
insights into the long-term effects and causal relationships in VTO technology adoption
and consumer behavior.

Author Contributions: Conceptualization, C.C. and J.N.; methodology, C.C., J.N. and P.Z.; writing—original
draft preparation, C.C. and J.N.; writing—review and editing, C.C., J.N. and P.Z.; supervision, C.C.;
funding acquisition, C.C. All authors have read and agreed to the published version of the manuscript.
Funding: This research was funded by the fundamental research funds for the central universities
(2232021G-08, 2232020E-03) and Shanghai University Knowledge Service Platform (13S107024).
Conflicts of Interest: The authors declare no conflicts of interest.

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