CONSUMER ACCEPTANCE OF AI-POWERED VIRTUAL TRY-ON TECHNOLOGY: A MULTI-PLATFORM COMPARATIVE ANALYSIS USING TECHNOLOGY ACCEPTANCE AND EXTENDED SELF THEORY
Dr. Afrose Fathima Farid, Khushi Manoj Pawar
Keywords: AI in Retail, Consumer Behaviour, Digital Transformation, Fashion E-commerce and Virtual Try-On Technology.
Abstract
The growth of digital fashion retail has made Artificial Intelligence (AI)-driven Virtual Try-On (VTO) systems necessary for making online shopping better and solving big problems like high return rates and customers not being sure about sizing and fit. This research investigates consumer acceptance and behavioural responses to Virtual Try-On (VTO) technologies across various fashion e-commerce platforms. Based on the Technology Acceptance Model (TAM), Extended Self Theory, and the Value Based Adoption Model (VAM), this research investigates the impact of system quality, self representation, and perceived value on trust development, purchase intention, and post-purchase satisfaction. The study utilises a mixed-methods design, incorporating quantitative experiments to compare VTO-enabled and traditional online shopping experiences, structural equation modelling (SEM) to evaluate theoretical relationships, and qualitative interviews with users to obtain experiential insights. We compared four VTO platforms—FASHNAI, FitRoom, Fotor, and Nano Banana—based on their technical performance, interface design, and user engagement.It is hoped that the findings will help extend theoretical understanding of virtual consumer behaviour by introducing constructs such as virtual fit confidence and avatar identification strength while providing practical guidelines for retailers on platform selection, user experience optimisation, and sustainable retail strategies. This study bridges the gap between consumer psychology and AI-powered fashion technologies, contributing to both academic research and industry practices. It shows how VTO can help build consumer trust, confidence in purchases, and environmentally friendly shopping habits.