Identification of Factors Influencing Consumers’ Use of Virtual Try-On Technology Based on UTAUT2 Model

We explored the adoption of virtual try-on (VTO) technology in Taiwan's fashion retail sector, which has gained prominence as consumer behavior online has changed since the COVID-19 pandemic. Using an extended unified theory of acceptance and use of technology 2 (UTAUT2) model, we examined the behavioral intentions and actual usage of VTO. The original framework of the UTAUT2 model was modified by excluding experience and incorporating personality traits as moderating variables. Based on 257 valid survey responses analyzed using SmartPLS 4.1, influencing factors were identified, revealing that gender was a significant moderator in VTO adoption.