以延伸整合型科技接受模式探討影響消費者使用虛擬試穿之因素

Abstract

新冠疫情期間，政府限制實體店面人流，促使服飾業者轉向線上通路，並改變消費者購物習慣，使網路購物成為主要消費模式。然而，消費者在網路購物時會擔心衣服不適合自己，虛擬試穿則能模擬上身效果並提升購物信心。即使疫情回穩後，消費者依然持續使用網路購物，展現出網路購物成為日常消費習慣的趨勢，在此背景下，虛擬試穿逐漸成為提升購物體驗與促進虛實整合的關鍵，到底有哪些因素會影響消費者使用虛擬試穿？成為本研究動機。本研究採用延伸整合型科技接受模式（UTAUT2），以使用過虛擬試穿的臺灣消費者作為研究對象，但考量到目前臺灣虛擬試穿並不常見，本研究會一同納入「沒有使用過但有意願想要使用」之消費者，探討影響臺灣消費者對於虛擬試穿之行為意圖與實際行為。除了原先UTAUT2架構中的構面外，本研究從不同面向切入，剔除經驗並加入人格特質作為新干擾變數。本研究採便利抽樣進行樣本收集，透過Google線上表單發放問卷，收回有效問卷277份，並透過統計軟體SmartPLS 4.1進行測量模型分析，本研究各構面與題項皆符合信度與效度衡量標準，後續經結構模型分析結果顯示，對於有使用過虛擬試穿的消費者，績效預期、努力預期、享樂動機及習慣顯著影響其行為意圖，而行為意圖進一步影響實際使用；對於沒使用過虛擬試穿但有意願使用的消費者，績效預期與社會影響的影響較為顯著。此外，本研究發現人格特質並未產生干擾效果，僅有性別在習慣對於使用虛擬試穿的行為意圖之路徑有干擾效果。本研究根據分析結果提出研究結論與建議，為企業對於虛擬試穿技術的推廣提供實務建議。

During the COVID-19 pandemic, government restrictions on physical store traffic prompted apparel retailers to shift to online channels, altering consumer shopping habits and making online shopping a primary consumption mode. However, consumers often worry that clothes purchased online may not fit well, and virtual fitting rooms have emerged as a key solution to simulate try-on effects and boost shopping confidence. Even after the pandemic stabilized, consumers continued using online shopping, indicating that it has become a daily habit. Against this backdrop, virtual fitting rooms have gradually become a crucial tool for enhancing shopping experiences and facilitating the integration of online and offline channels. What factors influence consumers' use of virtual fitting rooms? This question forms the motivation of this study. This study adopts the extended Unified Theory of Acceptance and Use of Technology（UTAUT2）and focuses on Taiwanese consumers who have used virtual fitting rooms. Considering that virtual fitting rooms are not yet widely available in Taiwan, the study also includes "those who have not used but are willing to use" as a research sample to explore the factors affecting Taiwanese consumers' behavioral intention and actual usage of virtual fitting rooms. Besides the original UTAUT2 constructs, this study adopts a different perspective by excluding experience and adding personality traits as a new moderating variable. This study employed convenience sampling to collect data through Google Forms, resulting in 277 valid responses. Statistical analysis was conducted using SmartPLS 4.1 to evaluate the measurement model, and all constructs and items met the reliability and validity criteria. Subsequent structural model analysis revealed that, for consumers who have used virtual try-on technology, performance expectancy, effort expectancy, hedonic motivation, and habit significantly influenced their behavioral intention, which in turn affected actual usage. For consumers who have not used virtual try-on technology but are willing to use it, performance expectancy and social influence were found to have more significant effects. Furthermore, the study found that personality traits did not exhibit a moderating effect; only gender showed a moderating effect on the path between habit and behavioral intention to use virtual try-on technology. Based on the analysis results, this study provides conclusions and recommendations, offering practical insights for businesses in promoting virtual try-on technology.