The influence of AR virtual clothing design elements on Chinese consumers’ purchase intention: Novelty, craftsmanship, trendiness, and sociability

Abstract

In the context of the burgeoning digital fashion industry, this study investigates the factors influencing consumer purchase intentions for virtual garments. Through literature review, this study constructed a theoretical model comprising seven latent variables: trendiness, novelty, sociability, craftsmanship, perceived value, perceived quality, and purchase intention, the data of 347 surveys from China are analysed effectively. Results show that novelty, sociability, and craftsmanship not only have a direct positive impact on consumers’ purchase intentions but also indirectly influence purchase intentions through the mediating variables of perceived value and perceived quality. Although trendiness itself did not have a direct significant impact on purchase intention, it could indirectly affect it through perceived value and perceived quality. These insights offer valuable implications for the design and marketing strategies of virtual garment brands, aiming to better align with consumer motives in the digital fashion realm.

Keywords:

• Virtual clothing
• digital fashion
• purchase intention
• structural equation modelling
• Augmented reality

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

Thanks to the key project of National Social Science Foundation ‘Research on Ethnic Costume Culture Based on the Survey Data of Westerners in Southwest China from Late Qing Dynasty to the Republic of China’ [19AMZ009] for providing funding for this research.

Notes on contributors

Rufan Lin

Rufan Lin is a graduate student at the School of Fashion Design & Engineering, Zhejiang Sci-Tech University. His research focuses on digital fashion, minority clothing cultures, and integrating digital culture into fashion design.

Xue Li

Xue Li is a graduate student at the School of Fashion Design & Engineering, Zhejiang Sci-Tech University. Her research focuses on sustainable production and global carbon neutrality in the apparel industry.

Fan Xia

Fan Xia is a professor at the School of Fashion Design & Engineering, Zhejiang Sci-Tech University. He has nearly 20 years of experience working in listed apparel companies and designing apparel for the Olympic Games. His research focuses on the modern innovative design of folk art culture.