The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms

Abstract

In the era of strong e-commerce development, attracting and retaining customers has become extremely important. To understand their impact on consumers’ purchasing decisions, this study focuses on two main factors: Virtual Try-on (VTO) and Digital Marketing. This is the first study to evaluate the combined impact of these two factors from a comparative perspective of perceived values in e-commerce. A survey of 496 consumers in Ho Chi Minh City and data analysis using Smart-PLS 4.0 shows that perceived hedonic value has the most significant influence (β = 0.375, p < 0.000) on purchasing intention. This indicates that VTO and Digital Marketing significantly enhance this value. Surprisingly, the personalization factor does not play an essential role as expected. This study provides valuable information for businesses, helping them better understand customer behavior and improve the effectiveness of business strategies. By leveraging VTO technology and Digital Marketing activities, companies can create engaging shopping experiences and increase sales and profits.