Personalized Fit or Digital Distraction? Examining Assessment Orientation and Self-Presence in 3D Self-Avatar Virtual Try-On

The purpose of this study is to examine how 3D self-avatar virtual try-on (VTO) influences consumer decision-making in online apparel shopping compared to standard model imagery. Specifically, it investigates assessment orientation (AO) as a moderator and tests the mediating roles of self-presence and shopping immersion in shaping purchase intention. Results from two experiments demonstrate that consumer responses to 3D self-avatar VTO are contingent on AO. Regulatory fit between evaluative orientation and virtual model type shapes self-presence and shopping immersion, which in turn differentially influence purchase intention. These findings extend VTO research by shifting attention from appearance-based traits and technology acceptance toward motivational orientations and by identifying the psychological processes underlying consumer engagement with hyperpersonalized VTO technologies. The study also offers practical insights for retailers adopting self-avatar technologies to design more effective VTO experiences.