INVESTIGATING CONSUMERS’ ATTITUDES AND INTENTIONS TOWARDS VIRTUAL FITTING ROOM APPLICATIONS

Abstract

The aim of this study is to examine the effects of functional motivation, hedonic motivation, perceived spatial reality, and attitude on usage intention and word-of-mouth communication intention regarding consumers' use of virtual fitting room applications. Additionally, this study aims to investigate the effect of functional motivation, hedonic motivation, and perceived spatial reality on attitude. In line with this objective, the snowball sampling method was preferred during the data collection process, and the target audience was reached through social media platforms. Data were collected from a total of 286 participants through an online survey, which included a video related to the virtual fitting room application. The obtained data were analyzed using statistical software programs such as SPSS and Jamovi. As a result of the analyses, functional motivation, hedonic motivation, perceived spatial reality, and attitude were found to have a positive and significant effect on both usage intention and word-of-mouth communication intention. Furthermore, functional motivation, hedonic motivation, and perceived spatial reality were found to have a positive and significant effect on attitude. The research was completed with suggestions that will guide future applications and related literature.

Keywords

• Virtual fitting rooms
• Functional motivation
• Hedonic motivation
• Perceived spatial presence
• attitude
• Intention to use
• Word of mouth intention

Tüketicilerin Sanal Prova Odası Uygulamalarına Yönelik Tutum ve Niyetlerinin Araştırılması

Abstract

Bu çalışmanın amacı, tüketicilerin sanal prova odası uygulamalarına yönelik fonksiyonel motivasyon, hedonik motivasyon, algılanan mekânsal gerçeklik ve tutumun kullanma niyeti ve ağızdan ağıza iletişim niyeti üzerindeki etkilerini incelemektir. Ayrıca bu çalışma, fonksiyonel motivasyon, hedonik motivasyon ve algılanan mekânsal gerçekliğin tutum üzerindeki etkisini incelemeyi amaçlamaktadır. Bu doğrultuda, veri toplama sürecinde kartopu örnekleme yöntemi tercih edilmiş ve sosyal medya platformları aracılığıyla hedef kitleye ulaşılmıştır. Çevrim içi anket kullanılarak sanal prova odası uygulamalarına ilişkin bir videonun izletildiği toplam 286 katılımcıdan veri toplanmıştır. Elde edilen veriler, SPSS ve Jamovi adlı istatistiksel paket programları kullanılarak analiz edilmiştir. Analizler sonucunda, fonksiyonel motivasyon, hedonik motivasyon, algılanan mekânsal gerçeklik ve tutumun hem kullanma niyeti hem de ağızdan ağıza iletişim niyeti üzerinde olumlu ve anlamlı bir etkisi bulunmuştur. Ayrıca fonksiyonel motivasyon, hedonik motivasyon ve algılanan mekânsal gerçekliğin tutum üzerinde olumlu ve anlamlı bir etkisi bulunmuştur. Araştırma, ilgili literatüre ve uygulayıcılara yol gösterecek önerilerle tamamlanmıştır.

Keywords

• Sanal prova odaları
• fonksiyonel motivasyon
• hedonik motivasyon
• algılanan mekânsal gerçeklik
• tutum
• kullanma niyeti
• ağızdan ağıza iletişim niyeti

References

1. Aggarwal, A., Sharma, R., & Singh, P. (2025). Will I virtually try and buy?–exploring the adoption of virtual fitting rooms through the lens of perceived value, risk, and consumer characteristics. The International Review of Retail, Distribution and Consumer Research, 1-32.
2. Ağca, G., & Kozbekçi Ayranpınar, S. (2021). Moda sektöründe artırılmış gerçeklik ve sanal gerçeklik. Yedi: Sanat, Tasarım ve Bilim Dergisi, 25, 1-15.
3. Ahn, S. J. G., Nowak, K. L., & Bailenson, J. N. (2022). Unintended consequences of spatial presence on learning in virtual reality. Computers ve Education, 186, 104532.
4. Al-Azawei, A., & Alowayr, A. (2020). Predicting the intention to use and hedonic motivation for mobile learning: A comparative study in two Middle Eastern countries. Technology in Society, 62, 101325.
5. Argyriou, E., & Melewar, T. C. (2011). Consumer attitudes revisited: A review of attitude theory in marketing research. International Journal of Management Reviews, 13(4), 431-451.
6. Asmuni, S., Yusoff, S., & Jafri, N. L. A. M. (2021). Predictors of intention to use reusable drinking straw. Journal of Emerging Economies and Islamic Research, 9(2), 88-101.
7. Attallah, K., Zaky, G., Abdelrhim, N., Botros, K., Dife, A., & Negied, N. (2024). A cost-efficient approach for creating virtual fitting room using generative adversarial networks (gans). ArXiv preprint arXiv:2402.00994.
8. Ayasrah, F. T. M. (2020). Exploring E-Learning readiness as mediating between trust, hedonic motivation, students’ expectation, and intention to use technology in Taibah University. Journal of Education & Social Policy, 7(1), 101-109.

9. Aydın, İ. (2022). Hedonik motivasyonun drone ile teslimata yönelik tutum üzerindeki etkisi: Ağızdan ağıza iletişimin aracılık rolü. İşletme Akademisi Dergisi, 3(1), 34-45.
10. Aydoğan, D. (2017). Virtual museums in the context of virtual reality and simulation. ABOUT e-JNM (ISSN: 2548-0200).
11. Azarby, S., & Rice, A. (2022). Understanding the effects of virtual reality system usage on spatial perception: The Potential impacts of immersive virtual reality on spatial design decisions. Sustainability, 14(16), 10326.
12. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421-458.
13. Basri, N. A. M. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of word of mouth communication on consumer purchase decision: Malay upscale restaurant. Procedia-Social and Behavioral Sciences, 222, 324-331.
14. Batool, R., & Mou, J. (2024). A systematic literature review and analysis of try-on technology: Virtual fitting rooms. Data and Information Management, 8(2), 100060.
15. Bilici, F., & Özdemir, E. (2019). Tüketicilerin artırılmış gerçeklik teknolojilerini kullanmaya yönelik tutum ve niyeti üzerine bir araştırma. Business ve Management Studies: An International Journal, 7(5), 2011-2033.
16. Breckler, S. J., & Wiggins, E. C. (2014). On defining attitude and attitude theory: Once more with feeling. In Attitude structure and function (pp. 407-427). Psychology Press.
17. Carl, W. J. (2006). What's all the buzz about? Everyday communication and the relational basis of word-of-mouth and buzz marketing practices. Management Communication Quarterly, 19(4), 601-634.
18. Cattell, R. (1978). The scientific use of factor analysis. New York: Plenum.
19. Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
20. Chen, C. F., & Girish, V. G. (2025). How technology-enhanced experience affects festival host destination attitude and word-of-mouth? Evidence from Taiwan. Leisure Studies, 44(1), 49-64.
21. Chen, C., Ni, J., & Zhang, P. (2024). Virtual try-on systems in fashion consumption: A systematic review. Applied Sciences, 14(24), 11839.
22. Chen, Y., & Shang, Y. F. (2018). Factors influencing users' word-of-mouth intention regarding mobile apps: An empirical study. The Journal of Industrial Distribution & Business, 9(1), 51-65.
23. Çelik, Z., & Aydın, İ. (2021a). Tüketicilerin fiziksel mağaza alışverişlerinde artırılmış gerçeklik uygulaması olarak akıllı ayna kullanmasının davranışsal niyete etkisi. İşletme Araştırmaları Dergisi, 13(4), 3573-3585.
24. Çelik, Z., & Aydın, İ. (2021b). Perakendecilikte drone ile ürün teslimatının tüketicilerin davranışsal niyetlerine etkisi. Business ve Management Studies: An International Journal, 9(4), 1422-1436.
25. Çetin, O. I., & Kumkale, İ. (2016). Sosyal medya kullanım düzeyi ve satın alma niyeti arasındaki ilişkide faydacı motivasyonun aracı etkisi. Balkan ve Yakın Doğu Sosyal Bilimler Dergisi, 2(4), 90-101.
26. Dağ, K. (2022). Restoran sektöründe ilişki kalitesinin ağızdan ağıza iletişim üzerindeki etkileri. Alanya Akademik Bakış, 6(3), 3349-3369.
27. Durmuş, İ., &Yıldız, S. (2020). Tüketicilerin web-sitelerine yönelik algılanan fayda, algılanan kalite, tutum ve online satınalma davranışları: teknolojik ürünler örneği. Sosyal Ekonomik Araştırmalar Dergisi, 20(40), 201-216.
28. Eryılmaz, G., & Aydın, R. (2023). Fayda ve kullanım kolaylığı algısı ile eğlence ve gerçeklik algısı arasındaki ilişkinin incelenmesi. Journal of Tourism Intelligence and Smartness, 6(3), 189-204.
29. Everitt, B. (1975). Multivariate analysis: The need for data, and other problems. British Journal of Psychiatry, 126, 237-240.
30. Field, A. (2000). Discovering statistics using SPSS for windows. London: Sage Publications.
31. Gajdzık, B., Jacıow, M., Lıpowska, I., Mısıewıcz, C., & Tkaczyk, J. (2025). Understanding hedonic motivation ın the context of smart transportation. Scientific Papers of Silesian University of Technology. Organization ve Management/Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie, 217.
32. Hair, J. F., Jr., Black, W. C., Babin, B. J., &Anderson, R. E. (2009). Multivariate data Analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
33. Hasan, A. A. T., Sumon, S. M., Islam, M. T., & Hossain, M. S. (2021). Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Turkish Journal of Marketing, 6(3), 239-253.
34. Hocaoğlu, İ (2024). Tüketicilerin çevrimiçi beyaz eşya alışverişlerinde artırılmış gerçeklik uygulamalarını kullanım niyetlerinin teknoloji kabul modeli ile incelenmesi. Yayımlanmamış Yüksek Lisans Tezi. İstanbul Teknik Üniversitesi. Lisansüstü Eğitim Enstitüsü. İstanbul, Türkiye.
35. Huang, T. L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15, 269-295.
36. Hung, S. W., Chang, C. W., & Ma, Y. C. (2021). A new reality: Exploring continuance intention to use mobile augmented reality for entertainment purposes. Technology in Society, 67, 101757.
37. Hwang Shin, S. J., & Lee, H. (2020). The use of 3D virtual fitting technology: comparison between sourcing agents contractors and domestic suppliers in the apparel industry. International Journal of Fashion Design, Technology and Education, 13(3), 300-307.
38. Hwang, J., Choe, J. Y., Choi, Y. G., &Kim, J. J. (2021). A comparative study on the motivated consumer innovativeness of drone food delivery services before and after the outbreak of COVID-19. Journal of Travel & Tourism Marketing, 38(4), 368-382.
39. Hwang, J., Kim, H., & Kim, W. (2019a). Investigating motivated consumer innovativeness in the context of drone food delivery services. Journal of Hospitality and Tourism Management, 38, 102-110.
40. Hwang, J., Lee, J. S., & Kim, H. (2019b). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age. International Journal of Hospitality Management, 81, 94-103.
41. Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet research, 22(5), 591-612.
42. Kapser, S., & Abdelrahman, M. (2020). Acceptance of autonomous delivery vehicles for last-mile delivery in Germany–Extending UTAUT2 with risk perceptions. Transportation Research Part C: Emerging Technologies, 111, 210-225.
43. Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, 101280.
44. Khatimah, H., Susanto, P., & Abdullah, N. L. (2019). Hedonic motivation and social influence on behavioral intention of e-money: The role of payment habit as a mediator. International Journal of Entrepreneurship, 23(1), 1-9.
45. Kim, J. J., Lee, M. J., & Han, H. (2020). Smart hotels and sustainable consumer behavior: Testing the effect of perceived performance, attitude, and technology readiness on word-of-mouth. International Journal of Environmental Research and Public Health, 17(20), 7455.
46. Kim, N., & Ulgado, F. (2014). Motivational orientation for word-of-mouth and its relationship with WOM messages. Journal of Global Scholars of Marketing Science, 24(2), 223-240.
47. Koyuncu, I., & Kılıç, A. (2019). The use of exploratory and confirmatory factor analyses: A document analysis. Education and Science, 44(198), 361-388.
48. Köse, Ş. G., & Çizer, E. Ö. (2021). Tüketicilerin mobil ödemeye yönelik tutum ve kullanma niyeti üzerine bir araştırma. İnternet Uygulamaları ve Yönetimi Dergisi, 12(1), 24-39.
49. Külter Demirgüneş, B. (2016). İnternet alışverişlerinde hedonik ve faydacı değer algılarının davranışsal sonuçları: e-sadakat ve ağızdan ağıza iletişim. Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(3), 246-269.
50. Lee, H., & Xu, Y. (2020). Classification of virtual fitting room technologies in the fashion industry: From the perspective of consumer experience. International Journal of Fashion Design, Technology and Education, 13(1), 1-10.
51. Lee, H., Xu, Y., & Porterfield, A. (2022, December). Consumer adoption of virtual fitting rooms (VFRs): a perspective of past experience, fashion involvement, and shopping involvement. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 79, No. 1). Iowa State University Digital Press.
52. Li, D., Lou, H., Day, J., & Coombs, G. (2004). The effect of affiliation motivation on the intention to use groupware in an MBA program. Journal of Computer Information Systems, 44(3), 1-8.
53. Lin, G. Y., Jhang, C. C., & Wang, Y. S. (2024). Factors affecting parental intention to use AI-based social robots for children’s ESL learning. Education and Information Technologies, 29(5), 6059-6086.
54. Lin, J. C. C., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International journal of information management, 20(3), 197-208.
55. Luarn, P., Huang, P., Chiu, Y. P., & Chen, I. J. (2016). Motivations to engage in word-of-mouth behavior on social network sites. Information Development, 32(4), 1253-1265.
56. Menard, S. (1995). Applied logistic regression analysis. Thousand Oaks, CA: Sage.
57. Mikalef, P., Giannakos, M., & Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 17-34.
58. Miles, J. (2014). Tolerance and variance inflation factor. Wiley Statsref: Statistics Reference Online.
59. Müftüoğlu, S., Tosun, N. B., & Ülker, Y. (2018). Elektronik ağızdan ağıza iletişim (ewom) kanalı olarak youtube vloggerların satın alma niyeti oluşumundaki rolü. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 9(24), 231-254.
60. Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, 21(2), 133-151.
61. Nunnally, J. (1978). Psychometric theory (2. Ed.). New York: McGraw-Hill.
62. Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (Third Edition). New York: McGraw-Hill. PewInternet.
63. Özsu, S. (2019). 360 derece video reklam deneyiminde tüketicinin mekânsal varlık, anlatı anlamlandırma ve keyif alma algısının markaya yönelik tutuma etkisi. Yayımlanmamış Yükse Lisans Tezi. Anadolu Üniversitesi. Sosyal Bilimler Enstitüsü. Eskişehir, Türkiye.
64. Paçan Özcan, H. P., Sabah Çelik, Ş., & Özer, A. (2019). Bireysel müşterilerin mobil bankacılık kullanım niyetini etkileyen faktörler. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 475-506.
65. Pavlou, P. A., & El Sawy, O. A. (2006). From IT leveraging competence to competitive advantage in turbulent environments: The case of new product development. Information Systems Research, 17(3), 198-227.
66. Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS Quarterly, 31(1), 105–136.
67. Pawełczyk, W., Młyńczyk, K., Murawski, M., Rutkowska, A., & Rutkowski, S. (2025). Assessment of spatial presence experiences and symptoms of cybersickness in dynamic and static virtual environments. Journal of Clinical Medicine, 14(12), 4200.
68. Poushneh, A. (2018). Augmented reality in retail: A trade-off between user's control of access to personal information and augmentation quality. Journal of Retailing and Consumer Services, 41, 169-176.
69. Prendergast, G., Ko, D., & Siu Yin, V. Y. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.
70. Rahmiati, R., & Susanto, P. (2022, July). The effects of social influence, hedonic motivation, and habit on e-money behavioral intention: The role of perceived risk as a moderator. In Eighth Padang International Conference on Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (Piceeba-8 2021) (pp. 184-189). Atlantis Press.
71. Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306-319.
72. Sharifi Fard, S., Alkelani, A. M., & Tamam, E. (2019). Habit as a moderator of the association of utilitarian motivation and hedonic motivation with purchase intention: Implications for social networking websites. Cogent Social Sciences, 5(1), 1674068.
73. Smink, A. R., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2020). Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. Journal of Business Research, 118, 474-485.
74. Soğukoğlu Korkmaz, S., & Korkmaz, Ö. F. (2022). Tüketicilerin hedonik ve faydacı motivasyonla gerçekleştirdikleri tutum ve satın alma davranışı: özel gün kampanyası olarak black friday örneği. Çatalhöyük Uluslararası Turizm ve Sosyal Araştırmalar Dergisi, (8), 86-101.
75. Soren, A. A., & Chakraborty, S. (2023). The formation of habit and word-of-mouth intention of over-the-top platforms. Journal of Retailing and Consumer Services, 75, 103460.
76. Stevens, J. (2009). Applied multivariate statistics for the social sciences, fifth edition [5 ed.]. Routledge Academic.
77. Sun, H. (2023). Virtual try-on methods: a comprehensive research and analysis. In 2023 International Conference on Image, Algorithms and Artificial Intelligence, 339-346. Atlantis Press.
78. Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics, (5th edition). Pearson Education: Boston.
79. Tanrıkulu, E., & Bakır, N. O. (2021). Tüketicilerin çevrimiçi alışverişteki faydacı ve hedonik alışveriş değerinin algılanan fayda ve risk üzerindeki etkisi: Trendyol ve zara tüketicileri üzerine bir araştırma. Öneri Dergisi, 16(56), 634-667.
80. Thavorn, J., Trichob, P., Klongthong, W., & Ngamkroeckjoti, C. (2022). Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers’ response: the mediating roles of attitude and word-of-mouth intention. Cogent Business ve Management, 9(1), 2062091.
81. Tingchi Liu, M., Chu, R., Wong, I. A., Angel Zúñiga, M., Meng, Y., & Pang, C. (2012). Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co‐branded products. Asia Pacific Journal of Marketing and Logistics, 24(4), 561-582.
82. Topal, İ., & Temizkan, V. (2016). Tüketicilerin mobil sosyal medya kullanımının marka farkındalığına etkisi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 5(5), 1456-1473.
83. Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.
84. Urala, N., & Lähteenmäki, L. (2007). Consumers’ changing attitudes towards functional foods. Food Quality and Preference, 18(1), 1-12.
85. Waheed Iqbal, M., Ashraf, M. Q., Ahmed Khan, S., & Khan, R. (2018). Factors affecting intention to use of small-scale renewable energy technologies in district Sialkot, Pakistan. European Online Journal of Natural and Social Sciences, 7(2), 292-300.
86. Wei, W., Qi, R., & Zhang, L. (2019). Effects of virtual reality on theme park visitors' experience and behaviors: A presence perspective. Tourism Management, 71, 282-293.
87. Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.
88. Widjaja, E. (2010). Motivation behind volunteerism. CMC Senior Theses. 4.
89. Wienrich, C., Komma, P., Vogt, S., & Latoschik, M. E. (2021). Spatial presence in mixed realities–considerations about the concept, measures, design, and experiments. Frontiers in Virtual Reality, 2, 694315.
90. Wilson VanVoorhis, C. R., & Morgan, B. L. (2007). Understanding power and rules of thumb for determining sample sizes. Tutorial in Quantitative Methods for Psychology, 3(2), 43–50.
91. Yaman, Y. (2018). Müşterilerin mobil alışveriş kanalını kullanma niyetini etkileyen faktörler. Tüketici ve Tüketim Araştırmaları Dergisi, 10(1), 1-27.
92. Yengin, D., & Bayrak, T. (2018). Tüketimin oyunlaştırılmasıyla artırılmış gerçeklik. Etkileşim, (1), 56-77.
93. Yoo, W., Yu, E., & Jung, J. (2018). Drone delivery: Factors affecting the public’s attitude and intention to adopt. Telematics and Informatics, 35(6), 1687-1700.
94. Yuan, D., Rahman, M. K., Issa Gazi, M. A., Rahaman, M. A., Hossain, M. M., & Akter, S. (2021). Analyzing of user attitudes toward intention to use social media for learning. Sage Open, 11(4), 21582440211060784.
95. Zoellick, J. C., Kuhlmey, A., Schenk, L., Schindel, D., & Blüher, S. (2019). Amused, accepted, and used? Attitudes and emotions towards automated vehicles, their relationships, and predictive value for usage intention. Transportation Research Part F: Traffic Psychology and Behaviour, 65, 68-78.
96. Zubair, A. (2023). The Effects of utilitarian and hedonic motivation and attitude on eating out intentions. Yayımlanmamış Yüksek Lisans Tezi. Uluslararası Final Üniversitesi. Girne, KKTC.