Investigating consumers' attitudes and intentions towards virtual fitting room applications

The aim of this study is to examine the effects of functional motivation, hedonic motivation, perceived spatial reality, and attitude on usage intention and word-of-mouth communication intention regarding consumers' use of virtual fitting room applications. Additionally, this study aims to investigate the effect of functional motivation, hedonic motivation, and perceived spatial reality on attitude. In line with this objective, the snowball sampling method was preferred during the data collection process, and the target audience was reached through social media platforms. Data were collected from a total of 286 participants through an online survey, which included a video related to the virtual fitting room application. The obtained data were analyzed using statistical software programs such as SPSS and Jamovi. As a result of the analyses, functional motivation, hedonic motivation, perceived spatial reality, and attitude were found to have a positive and significant effect on both usage intention and word-of-mouth communication intention. Furthermore, functional motivation, hedonic motivation, and perceived spatial reality were found to have a positive and significant effect on attitude. The research was completed with suggestions that will guide future applications and related literature.