MSGID: 1:317/3 649e5a93   
   PID: hpt/lnx 1.9.0-cur 2019-01-08   
   TID: hpt/lnx 1.9.0-cur 2019-01-08   
    Consumers more likely to use virtual apparel try-on software if   
   interactive    
      
     Date:   
         June 29, 2023   
     Source:   
         University of Missouri-Columbia   
     Summary:   
         New research shows consumers' concerns about privacy when trying   
         on clothing virtually can be reduced by making the technology   
         versatile and easy to use.   
      
      
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   FULL STORY   
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   While more and more people are shopping online, purchasing clothes   
   on the internet poses a unique challenge: What if it doesn't fit? The   
   apparel industry's latest solution is virtual try-on sessions that allow   
   consumers to share photos or measurements of themselves to create a   
   similar-sized avatar.   
      
   While some consumers have significant concerns about the new technology,   
   especially young people, new research from the University of Missouri   
   found that qualities such as the perceived ease of using the technology   
   significantly diminishes privacy concerns.   
      
   "This is something that virtual try-on companies should take note   
   of," said Song-yi Youn, an assistant professor of textile and apparel   
   management at the MU College of Arts and Science and lead author on the   
   study. "The way our society is moving, personal information is becoming   
   a valuable and important commodity, and people, especially young people,   
   are very careful with their personal information because this phenomenon   
   is not going away any time soon."  To reach her finding, Youn asked   
   participants to create an avatar by submitting body information such as   
   height, weight, bra size and body shape. Once the avatar was created,   
   participants were asked to virtually try-on a jacket and take a screenshot   
   of their avatar. Finally, they were questioned about their experiences   
   and the likelihood that they would shop virtually again using an avatar.   
      
   "When the participants in the study found that they had control over   
   their own experience, they were able to personalize that experience   
   and the technology was easily responsive, they were much more likely to   
   use the technology," Youn said. "In fact, it had a direct impact on the   
   privacy concerns the users were voicing."  Youn said companies can use   
   these findings to help inform their business models to provide better   
   trade-offs for people's personal information, like interactivity, ease   
   of use and versatility. Youn was surprised that these features had such   
   an impact on people's privacy concerns.   
      
   "I knew that interactivity and positive aspects of the applications would   
   make people want to use it more," Youn said. "However, I was shocked   
   to discover that the level of interactivity was connected to people's   
   privacy concerns.   
      
   That has huge implications, not only for businesses using virtual try-on   
   software, but also for businesses utilizing consumer information as part   
   of their business model."   
       * RELATED_TOPICS   
             o Mind_&_Brain   
                   # Consumer_Behavior # K-12_Education # Spirituality #   
                   Behavior # Perception # Caregiving # Child_Psychology   
                   # Psychology   
       * RELATED_TERMS   
             o Veganism o Child_prodigy o Double_blind o   
             Experimental_economics o Functional_neuroimaging o Consumerism   
             o Controversy_about_ADHD o Anchoring_bias_in_decision-making   
      
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   Story Source: Materials provided by University_of_Missouri-Columbia. Note:   
   Content may be edited for style and length.   
      
      
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   Journal Reference:   
      1. Song-yi Youn, Joohye Hwang, Li Zhao, Jong-Bum Kim. Privacy paradox   
      in 3D   
         body scanning technology: the effect of 3D virtual try-on experience   
         in the relationship between privacy concerns and mobile app adoption   
         intention. Humanities and Social Sciences Communications, 2023;   
         10 (1) DOI: 10.1057/s41599-023-01632-y   
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   Link to news story:   
   https://www.sciencedaily.com/releases/2023/06/230629193315.htm   
      
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