隨著新零售的興起，加上消費者因為疫情的影響改變了購物習慣，多數服飾品牌業者朝向發展全通路的營運模式，整合線上線下，積極的採用新科技提升消費者的購物過程的體驗，而虛擬試衣間就是服飾業者認為可以輔助消費者在選擇購買衣服時及創造更好的購物體驗的科技。採用擴增實境(AR)、虛擬實境（VR）、及人工智慧 (AI)等高科技技術的虛擬試衣間，消費者不須再實際的試穿衣服即可看到想試穿的衣服的效果，並且可嘗試不同風格的衣服跟穿搭。服飾業者也發現，消費者使用虛擬試衣間可以減少因樣式及尺寸問題而導致退貨。然而多數消費者對虛擬試衣間感到陌生，及不曾使用過。本研究以計畫行為理論探討消費者對使用虛擬試衣間的意願分析，透過問卷調查的方式收集資料，共計得到363份有效樣本。研究結果顯示，便利性、趣味性、擬人化、社群影響及易用性會透過態度、主觀規範及行為控制知覺，影響消費者的行為意圖。這些因素在虛擬試衣間的設計上及行銷宣傳中應予以重視和運用。

With the rise of new retail and changes in consumer shopping habits due to the impact of the pandemic, most clothing brands are moving towards omni-channel business model, combining on-line and off-line, by actively adopting new technologies to enhance the shopping experience for the consumers. Virtual Fitting Rooms are considered by fashion retailers as a technology that can assist consumers in choosing and create a better shopping experience when purchasing clothes. Virtual Fitting Rooms, utilizing high-tech technologies such as Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI), allow consumers to see the effects of trying on clothes without actually wearing them and can experiment with different styles and outfits. Fashion retailers have also discovered that the use of virtual fitting rooms can reduce returns caused by style and size issues. However, most consumers are unfamiliar with virtual fitting rooms and have never used them before. This study explores consumers' willingness to use virtual fitting rooms using the Theory of Planned Behavior. Data was collected through a questionnaire survey, from a total of 363 valid samples. The results show that convenience, enjoyment, anthropomorphism, social influence, and ease of use influence consumers' behavioral intentions through attitudes, subjective norms, and perceived behavioral control. These factors should be emphasized and utilized in the design and marketing promotion of virtual fitting rooms.

Aggarwa, P., & Mcgill, A. (2012). When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism. Journal of Consumer Research, 39(2), 307-323.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior Action control. Springer.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of marketing Science, 16(1), 74-94.
Bearden, W. O., & Rose, R. L. (1990). Attention to social comparison information: An individual difference factor affecting consumer conformity. Journal of Consumer Research, 16(4), 461–471.
Becker, G. S. (1965). A Theory of the Allocation of Time. The Economic Journal, 75(299), 493-517.
Brown, L. G. (1990). Convenience in services marketing. Journal of services marketing, 4(1), 53-59.
Bryant, J., & Zillmann, D. (1984). Using television to alleviate boredom and stress: Selective exposure as a function of induced excitational states. Journal of Broadcasting & Electronic Media, 28(1), 1-20.
Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological bulletin, 56(2), 81-105.
Chin, W. (1998). Issues and opinion on structural equation modeling management. Information Systems Quarterly, 22(1), 19-24.
Chin, W. W., & Newsted, P. R. (1999). Structural Equation Modeling Analysis with Small Samples Using Partial Least Squares. In R. Hoyle (Ed.), Statistical Strategies for Small Sample Research (pp. 307- 341). Sage Publications.
Chowney, V. (2012). Tesco launches facebook-based virtual fitting room. Retrieved from
https://econsultancy.com/tesco-launches-facebook-based-virtual-fitting-room/
Csikszentmihalyi, M. (2009). Flow: The psychology of optimal experience. Harper & Row New York.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of Applied Social Psychology, 22(14), 1111-1132.
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: defining "gamification" Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, Tampere, Finland. https://doi.org/10.1145/2181037.2181040
Escalas, J. E., & Luce, M. F., (2003), Process Versus Outcome Thought Focus and Advertising. Journal of Consumer Psychology, 13(3), 246-254.
Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: A three-factor theory of anthropomorphism. Psychological Review, 114(4), 864–886.
Farquhar, J. D., & Rowley, J. (2009). Convenience: A services perspective. Marketing Theory, 9(4), 425-438.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 18 (3), 382-388.
Fortune Business Insights. (2022). Virtual Fitting Room Market Size, Share, and COVID-19 Impact Analysis. https://www.fortunebusinessinsights.com/industry-reports/virtual-fitting-room-vfr-market-100322
Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The qualitative report, 8(4), 597-607.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Prentice-Hall.
Holition Limited. (2012). Uniqlo | World's First Magic Mirror. https://holition.com/work/uniqlo-world-s-first-magic-mirror
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Huang, Z., & Cappel, J. J. (2005). Assessment of a web-based learning game in an information systems course. Journal of Computer Information Systems, 45(4), 42-49.
Kelley, E. J. (1958). The importance of convenience in consumer purchasing. Journal of marketing, 23(1), 32-38.
Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59.
Lee, H. & Xu, Y. (2019). Consumers’ Adoption of Virtual Fitting Rooms: Antecedents and Moderating Factors. International Textile and Apparel Association Annual Conference Proceedings. 76(1).
Lee, H., Kim, J., & Fiore, A. M. (2010). Affective and cognitive online shopping experience: Effects of image interactivity technology and experimenting with appearance. Clothing & Textiles Research Journal, 28(2), 140-154.
Leenders, R. (2002). Modeling Social Influence through Network Autocorrelation: Constructing the Weight Matrix. Social Networks 24, 21-47.
Miesler, L. (2012). Product Choice and Anthropomorphic Designs: Do Consumption Goals Shape Innate Preferences for Human-like Forms? The Design Journal, 15(3), 373-392.
Pachoulakis, I., & Kapetanakis, K. (2012). Augmented reality platforms for virtual fitting rooms. The International Journal of Multimedia & Applications, 4(4), 35-46.
Pagani, M., Hofacker, C. F., & Goldsmith, R. E. (2011). The influence of personality on active and passive use of social networking sites. Psychology & Marketing, 28(5), 441-456.
Rzepka, A. (2011). Fashion: hedonic vs. utilitarian: A study of fit issues of women’s ready to wear and an examination of the technology acceptance model for consumer adoption of 3D body scanning for improved fit of denim [Unpublished, Eastern Michigan University]. Ypsilanti, MI.
Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy? MIT Sloan Management Review, 41(3), 79-89.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53-55.
Thorbjørnsen, H., Pedersen, P. E., & Nysveen, H. (2007). This is who I am: Identity expressiveness and the theory of planned behavior. Psychology & Marketing, 24(9), 763-785.
Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704.
Venkatesh, V., & Speier, C. (2000). Creating an effective training environment for enhancing telework. International Journal of Human-Computer Studies, 52(6), 991-1005.
Voli, P. K. (1998). The Convenience Orientation of Services Consumers: An Empirical Examination [Dissertation, Old Dominion University].
Vollmer, C., & Precourt, G., (2008). Always On: Advertising, Marketing, and Media in an Era of Consumer Control. McGraw Hill LLC.
Williams, P., Hubbard, P., Clark, D., & Berkeley, N. (2001). Consumption, exclusion and emotion: the social geographies of shopping. Social & Cultural Geography, 2(2), 203-220.
Wilton, R.D., Páez, A., & Scott, D. M. (2011). Why do you care what other people think? A qualitative investigation of social influence and telecommuting. Transportation Research Part A: Policy and Practice, 45(4), 269-282.
Zhao, M., Hoeffler, S., & Zauberman, G. (2011). Mental Simulation and Product Evaluation: The Affective and Cognitive Dimensions of Process versus Outcome Simulation. Journal of Marketing Research, 48(5), 827-839.
王功成(2021)。以科技接受模型探討虛擬試衣間結合網路購物影響Z世代消費者的購買意願之研究（未出版碩士論文）。天主教輔仁大學，新北市。
林姍儒(2005)。消費者知覺便利性影響因素之探討-以東森購物為例 （未出版碩士論文）。國立嘉義大學，嘉義市。
經濟部國際合作處. (2021). 在全球疫情下掙扎的時尚產業與服裝產業. https://www.moea.gov.tw/mns/ietc/bulletin/Bulletin.aspx?kind=50&html=1&menu_id=33593&bull_id=8792