Effects of 3D Virtual “Try-On” on Online Sales and Customers’ Purchasing Experiences

Abstract

The advancement of the Internet and technology has made it possible to purchase and use different types of products and services online instead of offline. In particular, as the scale of online shopping malls is rapidly increasing, new functions have been tried and introduced to compensate for the limitation of not being able to directly wear clothes in an online mall. Among them, 3D virtual try-on is an innovative service and its technology is being advanced with continuous interest. Technological advances and interest in 3D virtual try-on have led to a variety of related studies. Most previous studies on virtual try-on have been conducted on the virtual fitting technology from the perspective of making clothes, or the effects and customer behavior from the customer perspective. However, there has been no research based on actual data of customers using 3D virtual try-on to show how virtual try-on affects sales. Therefore, this study understands the fundamental meaning of virtual 'try-on' as a customer experience and examines the effects of 3D virtual try-on on online sales. We create a 3D body model complemented by adding more diverse body shapes and sizes, and investigate the effects of virtual try-on on online sales through actual data. In addition, qualitative data including interviews are used to complement and interpret the results. The results show that virtual tryon affects the sales results: the average sales per customer increased by 14,000 won (13USD). The most important finding is that the return rate decreased by 27% by filtering out incorrect sizes and fits. Virtual tryon may very well replace physical fitting rooms. This study presents an advanced technology of 3D virtual try-on and shows that virtual try-on is an effective tool to boost sales and decrease customer's returns in a case study of women's casual L brand. INDEX TERMS virtual try-on (VTO), 3D clothes digitization, customized body, customer experience, online sales

Study on the continuance intention in using virtual shoe-try-on function in mobile online shopping

“…Such cognitive deviation will cause consumers' psychological discomfort, which will then encourage their behavioral tendency to reduce the sense of dissonance and to cancel the purchase decision (Lee, 2015). Virtual try-on technology has the potential to replace physical fitting rooms, and previous studies have shown that virtual try-on can be an effective marketing tool and can significantly reduce the return rate (Hwangbo et al ., 2020). Augmented reality (AR) technology has value in retail applications such as clothing, cosmetics and furniture, where consumers can use virtual trials to increase the certainty of purchase decisions and help reduce return rates (Perannagari and Chakrabarti, 2019).…”

Antecedents of consumers' online apparel purchase intention through Virtual Try On technology: A moderated moderated‐mediation model

“…A recent study conducted on virtual dressing room applications found that Kinect for Windows can generate a perfect fit of clothing to suit customers' requirements (Musry & Al-Jabi, 2019). With the technological revolution, e-retailers install the websites the features so that the consumers can create 3D (three-dimensional) virtual models corresponding to their physical features (Cho & Schwarz, 2012;Hwangbo et al, 2020;Merle et al, 2012). While the early VTO was based on avatar-orphoto-based, recent development included augmented-reality based, which enriches the consumers' experience of reality and significantly impacts consumer purchase-making decisions (Beck & Crié, 2018;Hilken et al, 2018).…”

“…With escalating interest in VTO services, many fashion companies look forward to making unique attempts to expand their businesses to e‐commerce and introduce 3‐D technology to improve the quality (Debbabi et al, 2010). Furthermore, as the recent hit global pandemic increased customers' reluctance to engage in face‐to‐face contact and prefer e‐buying, the number of companies making this VTO available is increasing (Hwangbo et al, 2020; Papagiannidis et al, 2013).…”

Application of 3D Software Virtual Reality in Interior Designing

“…where d jj ðZÞ represents the function of the boundary volume of indoor scene model elements and d x ðx i , x j Þ represents the color component value of indoor scene state information [16,17]. Binary segmentation is used for processing, the visual transfer is carried out in the virtual scene, and the virtual reality imaging of indoor space is segmented again.…”