Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception

Purpose This study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how individuals’ spatial processing perception acts as a moderator in this context. Additionally, it examined the ease with which individuals imagine a product within the framework of this psychological mechanism. Design/methodology/approach Two experimental studies were conducted to evaluate the effects of PVTO technology on consumer decision comfort, with spatial processing perception as a moderating variable. The first experiment ( n = 252) explored the impact of PVTO on decision comfort using photo-based simulations across various apparel items. The second experiment ( n = 125) further examined these effects using measurement-based PVTO technologies to provide a deeper understanding of the role of spatial processing. Both studies employed a between-subjects design to isolate the influence of PVTO technology from other variables, ensuring a focused analysis of its effects on consumer behavior. Findings The findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the interactive effect between PVTO and spatial perception on decision comfort, demonstrating its pivotal role in online apparel shopping. Originality/value The findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the relationship between PVTO and decision comfort, demonstrating its pivotal role in online apparel shopping.