Digital marketing and virtual try-on: A new ERA of online shopping
Date Published:
25/07/2025
Online Published:
25/07/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
In the era of strong e-commerce development, attracting and retaining customers becomes extremely important. This topic focuses on two main factors, Virtual Try-on (VTO) and Digital Marketing (DM), to understand their impact on consumers' intention to purchase fashion products online. This is the first study with the aim of delving into the combined assessment of the impact of these two factors from a comparative perspective of perceived values in the field of online commerce. The study combines qualitative and quantitative research methods, in which the official survey was conducted within one month on the Google Form platform with 496 consumers in Ho Chi Minh City. Through data analysis using Smart-PLS 4.0, the results show that VTO positively affects the two intermediate values more than DM in this market. More notably, Perceived Hedonic Value has a superior impact than Perceived Utility Value when influencing purchase intention, indicating that both VTO and DM contribute greatly to increasing emotional factors in the shopping process. This study not only contributes to consolidating and expanding the theoretical basis of consumer behavior but also provides valuable information to help online fashion businesses improve their business efficiency by applying VTO popularly and optimizing DM, creating attractive shopping experiences, thus increasing sales and profits.
Keywords
Digital marketing; Perceived hedonic value; Perceived utility value; Purchase intention; Virtual try-on
Article Details
Field of Economic (JEL Codes)
M31 - Marketing - M37 - Advertising - Marketing and Advertising
References
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Beck, M., & Crié, D. (2018). I virtually try it… I want it! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40, 279-286. https://doi.org/10.1016/j.jretconser.2016.08.006
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Chaffey, D. (2010). E-marketing and internet marketing definition. Dave Chaffey. http://www.davechaffey.com/Internet-Marketing/C1-Introduction/E-marketing-Internet-markeitng-definition.
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Chen, M., Zhang, X., & Wang, F. (2015). Impact of attributes inconsistency of online review on product sales. East China Economic Management, 29(5), 147-153.
Cuc Thuong mai dien tu va Kinh te so (2023). Sách trắng thương mại điện tử Việt Nam năm 2023 [Vietnam e-commerce white paper 2023]. https://idea.gov.vn/?page=document
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Febriani, R. A., Sholahuddin, M., & Kuswati, R. (2022). Do artificial intelligence and digital marketing impact purchase intention mediated by perceived value? Journal of Business and Management Studies, 4(4), 184-196. https://doi.org/10.32996/jbms.2022.4.4.28
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Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet research, 27(4), 772-785. https://doi.org/10.1108/IntR-06-2016-0164
Gansser O. A., & Reich C. S. (2021). A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application. Technology in Society, 65. https://doi.org/10.1016/j.techsoc.2021.101535
García, J. J. L., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6). https://doi.org/10.3390/fi11060130
Giovanni, S., Choi, Y. C., Huang, J., Khoo, E. T., & Yin, K. (2012). Virtual try-on using kinect and HD camera. In M. Kallmann, K. Bekris (Eds.), Paper presented at the Motion in Games: 5th International Conference, MIG 2012, Rennes, France, November 15-17, 2012. Proceedings 5 (pp. 55-65). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-34710-8_6
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning EMEA. https://eli.johogo.com/Class/CCU/SEM/_Multivariate%20Data%20Analysis_Hair.pdf
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE. https://eli.johogo.com/Class/CCU/SEM/_A%20Primer%20on%20Partial%20Least%20Squares%20Structural%20Equation%20Modeling_Hair.pdf
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2022). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research (pp. 587-632). Springer International Publishing. https://doi.org/10.1007/978-3-319-57413-4_15
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3rd ed.). Guilford publications. https://afhayes.com/introduction-to-mediation-moderation-and-conditional-process-analysis.html
Hengstler M., Enkel E., & Duelli S. (2016). Applied artificial intelligence and trust—The case of autonomous vehicles and medical assistance devices. Technological Forecasting and Social Change, 105, 105-120. https://doi.org/10.1016/j.techfore.2015.12.014
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905. https://doi.org/10.1007/s11747-017-0541-x
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.1177/002224298204600314
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261. https://doi.org/10.1016/j.jretconser.2016.02.004
Jones, T. O. (1996). Why satisfied customers defect. Journal of Management in Engineering, 12(6). https://doi.org/10.1061/(ASCE)0742-597X(1996)12:6(11.2)
Kala'lembang, A. (2022). Pengaruh hedonic value dan utilitarian value terhadap niat beli konsumen melalui trust sebagai variabel intervening pada online shop Shopee. Journal of Business & Applied Management, 15(1), 049-060. http://dx.doi.org/10.30813/jbam.v15i1.3398
Khaleefa, S. A., & Chouaibi, J. (2024). The role of electronic marketing practices in enhancing customer value according to the perspective of marketing knowledge. Revista iberoamericana de psicología del ejercicio y el deporte, 19(2), 217-223.
Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59. https://doi.org/10.1002/dir.20113
Koiso-Kanttila, N. (2004). Digital content marketing: A literature synthesis. Journal of Marketing Management, 20(1-2.), 45-65. https://doi.org/10.1362/026725704773041122
Kukar-Kinney, M., & Close, A. G. (2010). The determinants of consumers’ online shopping cart abandonment. Journal of the Academy of Marketing Science, 38, 240-250. https://doi.org/10.1007/s11747-009-0141-5
Lin, Y.-L., & Wang, M.-J. J. (2016). The development of a clothing fit evaluation system under virtual environment. Multimedia Tools and Applications, 75, 7575-7587. https://doi.org/10.1007/s11042-015-2681-7
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How to Cite
Le , P. L., Nguyen , D. P. A., Le , T. N. H., & Bui , N. T. A. (2025). Digital marketing and virtual try-on: A new ERA of online shopping. Journal of Finance - Marketing Research, 3(2), 124-138. https://doi.org/10.52932/jfmr.v3i2e.724