A Study on the Willingness of “Generation Z” Consumers to Use Online Virtual Try-On Shopping Services Based on the S-O-R Framework
Zhicheng Wang,
Qianling Jiang
Abstract:Virtual try-on services, which significantly reduce return rates and enhance user shopping experiences, pose a crucial question: how can user willingness to use these services be increased? Additionally, “Generation Z” consumers, known for their unique traits and significant consumption potential, have been relatively understudied in this context. To address this theoretical gap, this study employs the Stimulus–Organism–Response (S-O-R) theory as its research framework, using online virtual shoe try-on service… Show more
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