Effect of Perceived Affordance on Behavioral Intention to Use in the Environment of Virtual Fitting System for Fashion Shopping

This study aims to identify the underlying dimensions of affordance in a virtual fitting system and to examine how these affordance affect technology acceptance and behavioral intention to use in fashion shopping. An augmented reality (AR) based virtual fitting system, the FX Mirror, was selected as the stimulus for this research. Data were collected from 160 consumers aged 19 to 30. The results revealed that perceived affordance comprises four dimensions: cognitive, sensory, physical, and functional affordance. These factors positively influenced performance expectancy, effort expectancy, and facilitating conditions, which in turn increased the behavioral intention to use the virtual fitting system. Notably, sensory affordance had a direct effect on behavioral intention to use, whereas the other three dimensions influenced it indirectly through the mediating effects of technology acceptance factors. These findings support affordance theory within the context of using virtual fitting systems for fashion shopping. Furthermore, this study provides managerial implications for enhancing user perception of technology affordance to facilitate more effective shopping outcomes in digital retailing.