How Virtual Try-On Sessions are Reducing Privacy Concerns in Online Shopping
Key Highlights :
As more and more people are opting to shop online, purchasing clothes presents a unique challenge – what if it doesn't fit? To tackle this issue, the apparel industry has come up with a new solution – virtual try-on sessions. This technology allows consumers to share photos or measurements of themselves to create a similar-sized avatar.
However, there are some concerns about this new technology, especially among young people. A recent study from the University of Missouri found that the perceived ease of using the technology significantly diminishes privacy concerns.
The study asked participants to create an avatar by submitting body information such as height, weight, bra size and body shape. They were then 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.
The results showed that when the participants had control over their own experience, and the technology was easily responsive, they were much more likely to use the technology. This had a direct impact on the privacy concerns the users were voicing.
The study's lead author, Song-yi Youn, an assistant professor of textile and apparel management at the MU College of Arts and Science, said that companies can use these findings to help inform their business models to provide better trade-offs for people's personal information.
Youn was surprised to discover that the level of interactivity was connected to people's privacy concerns. This 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.
Overall, the study shows that consumers' concerns about privacy when trying on clothing virtually can be reduced by making the technology versatile and easy to use. This is something that virtual try-on companies should take note of, as it could make a huge difference in the success of their business.
