Earticle

초록

영어

Virtual try-on (VTO) applications are gaining popularity in fashion industry globally, including jewelry industry. Online retailers are encouraging customers to try these apps for enhanced shopping experience. Despite the growing demand and importance, studies exploring the role of VTO applications in Indian artificial jewelry industry are rare. This study leverages S-O-R model and examines the influence of social and utilitarian cues (stimuli) of VTO on customer attitude (organism), ultimately affecting usage intention of VTO among consumers in the Indian artificial jewelry domain. To get more profound insights, the moderating effect of ‘consumer innovativeness’ was also probed. Data were collected from 368 participants and analysed through Smart PLS 3.0 software. The study findings revealed that perceived usefulness, perceived influence and social proof significantly influence consumer attitude towards VTO, except perceived authenticity. Moreover, customer attitude towards VTO significantly influence their usage intention. Additionally, the moderating effect of consumer innovativeness was found significant, thereby strengthening the relationship between customer attitude and usage intention towards VTO applications. The current research adds value to the online literature by broadening the knowledge on VTO apps usage intention and expanding the application of S-O-R framework in the Indian jewelry fashion industry, an area that has largely remained unexplored.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Stimulus-Organism-Response Theory
2.2. Hypotheses Development
Ⅲ. Research Methodology
3.1. Sampling and Data Collection
Ⅳ. Results and Discussion
4.1. Exploratory Factor Analysis
4.2. Internal Consistency and Construct Validity
4.3. Structural Results
4.4. Moderation Effects
4.5. Discussions
Ⅴ. Implications
5.1. Theoretical Implications
5.2. Practical Implications
Ⅵ. Conclusion, Limitations and Future Research

키워드

저자

• Kanishka Bhardwaj [ Research Scholar, Mittal School of Business, Lovely Professional University, Punjab, India ] Corresponding Author
• Shabnam Gulati [ Associate Professor, Mittal School of Business, Lovely Professional University, Punjab, India ]
• Mohd Nasir [ Postdoctoral Fellow, Indian Institute of Management, Amritsar & Assistant Professor, USMS, RAYAT BAHRA University, Mohali, Punjab, India ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658