INVESTIGATING CONSUMERS’ ATTITUDES AND INTENTIONS TOWARDS VIRTUAL FITTING ROOM APPLICATIONS

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

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