The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience

The impacts of virtual try-on for online shopping on consumer purchase intention: the moderating role of technology experience

This study investigates the impact of Virtual Try-On (VTO) on consumers’ purchase intentions in online shopping within an emerging economy, based on the Technology Acceptance Model (TAM). As e-commerce grows in markets like Vietnam, understanding VTO’s influence on consumer behavior is essential for...

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Bibliographic Details
Main Authors: Quan Hong Nguyen, Truong Thi Hanh, Nghiem Le My Hanh, Nguyen Duong Lan Nhi, Dang Ngoc Anh, Ha Thuy Linh
Format: Article
Language:English
Published: Taylor & Francis Group 2025-12-01
Series:Cogent Business & Management
Subjects:
Virtual try-on technology
technological experience
attitude
purchase intention
e-commerce
Construction Business Management
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2025.2500774
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