Trying Before Buying: The Impact of Hybrid Virtual Try-On Technology on Bracketing Intentions in Online Apparel Retail

Sammanfattning

Online apparel retailing is characterized by fit uncertainty, leading consumers to engage inbracketing by ordering multiple product alternatives and returning unwanted garments. Whilethis strategy reduces fit-related risk, it also contributes to high return rates. Although virtualtry-on (VTO) technologies have been introduced to reduce such uncertainty, theireffectiveness and the underlying consumer decision-making mechanisms remain unclear.By adopting a post-interaction perspective on consumer decision-making, this studyexamines whether and how interacting with a Hybrid VTO technology influences consumers’fit certainty and bracketing intention, as well as the role of utilitarian and hedonic valueperceptions in shaping these outcomes. A within-subject experiment was conducted usingZara’s newly introduced Hybrid VTO technology among Swedish consumers.The findings show that VTO usage significantly reduced consumers’ bracketing intentions.Furthermore, hedonic value derived from the tool emerged as a significant predictor of lowerbracketing intention, while combined utilitarian and hedonic value perceptions alsodemonstrated a significant negative relationship. In contrast, no increase in fit certainty wasobserved.By integrating VTO interaction with consumer uncertainty-management strategies in onlineapparel retailing, this study contributes to existing research on retail technologies and returnbehavior, offering implications for online apparel retailers aiming to mitigate bracketingintentions and associated environmental and operational challenges.