Authors - Janssen Emmanuel Jahja, Anderes Gui Abstract - The rapid development of e-commerce also raises the need for new innovations such as Virtual Try-On (VTO) to address the physical limitations of online product evaluation. Nevertheless, the interaction of functional and psychological factors of VTO is poorly understood as influencing its adoption, while their influence on purchase decisions also remains limited. This study investigates these factors with respect to online purchasing intentions. Incorporating an extended Technology Acceptance Model (TAM) with consumer behavior theories, the conceptual model assesses Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment, Attitude, Personal Innovativeness in IT, and Self-Efficacy. Using a quantitative approach, information was gathered from consumers who shop on e-commerce sites and analyzed using Structural Equation Modeling (SEM). The results show that the hypotheses suggested are well supported. This study contributes theoretically by extending digital retail literature and offers managerial implications for designing VTO features that not only improve the shopping experience but also yield higher sales conversions.
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