Purpose

Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Design/methodology/approach

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Findings

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

Originality/value

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

中文翻译：

---

监管重点在消费者采用虚拟试衣间 (VFR) 方面的作用

目的

尽管虚拟试衣间 (VFR) 具有增强消费者体验的潜力，但其采用仍处于初步阶段。对于消费者采用 VFR 的内在原因知之甚少。由于消费者的归因过程可能受到其持久的慢性特征的影响，本研究旨在通过消费者对 VFR 提供的价值的感知来调查长期监管关注对消费者 VFR 采用的影响。此外，还检查了感知功能和体验价值的中介作用。此外，还测试了先前 VFR 体验的调节作用，以考虑消费者体验的变化。

设计/方法论/途径

数据是通过对 480 名至少听说过 VFR 的消费者进行的在线调查收集的，通过便利抽样进行。利用既定措施来制定调查问卷。采用结构方程模型对数据进行分析，检验主模型的中介效应，并采用多组比较检验中介效应。

发现

实证结果表明，各自的长期监管焦点作为导致消费者加工差异的先入为主的因素，对消费者对VFR的认知产生了显着影响，进而对他们的采用意愿产生了积极影响。此外，感知价值观调节监管焦点与消费者采用意愿之间的关系。此外，之前的 VFR 经验调节了监管重点和感知价值之间的关系。

原创性/价值

该论文通过实证检验了长期调节焦点在理解消费者认知和情感归因过程中的重要性，解释了消费者会（不会）采用 VFR 的内在心理原因。