Virtual fitting room technology: unleashing the transformative potential for fashion brands’ retail operational performance

HIGHLIGHTS

• What: Prior studies (Yoo and Kim, 2014) have primarily focused on the functional mechanisms of virtual technology, such as interactivity, novelty, and vividness (Mclean and Wilson, 2019; Park and Yoo, 2020; Yim et_al, 2017), in contrast to previous research on technological boundary conditions, this study investigates the technology capabilities of VFR which affect consumers and examines the moderating impact of consumers` perceived body image. This study analyzes the influence of VFR technology on the retail operational performance of fashion brands, and the overarching conceptual framework is visually represented in Figure 1. As a result of the literature . . .
  

   

  

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