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ORIGINAL RESEARCH article
Front. Comput. Sci.
Sec. Human-Media Interaction
Volume 7 - 2025 | doi: 10.3389/fcomp.2025.1389291
A Study of Consumer Willingness to Adopt Two-Dimensional Anthropometric Measurement Systems
Provisionally accepted- 1Department of International Education, Zhejiang Sci-Tech University, Hangzhou, China
- 2Zhejiang Sci-Tech University, Hangzhou, China
- 3Silk and Fashion Culture Research Center, Zhejiang Sci-Tech University, Hang zhou, China
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Online shopping has become common, but fitting clothes purchased online remains a challenge for both consumers and merchants. Two digital solutions are available: virtual fitting to try on clothes or using a 2D anthropometric measurement system to select the correct size. However, consumers' experiences and perceptions of 2D measurement systems vary. To understand consumers' willingness to adopt 2D anthropometric systems, this study reviewed the current use of these systems in China and abroad and created a model to identify the factors that influence adoption. The model was based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), with consumer perception as the mediator. Hypotheses were proposed based on this framework.A questionnaire survey was conducted to test these factors. A total of 410 valid responses were analyzed using SPSS to confirm the reliability and validity of the measurement dimensions. Then, structural equation modeling was used to test the hypotheses, and the results showed good model fit.Finally, path analysis and mediation tests revealed that consumer perceptions mediate the relationship between perceived usefulness, perceived ease of use, and adoption attitudes. These findings highlight the importance of these factors in predicting consumer adoption of new systems.Fashion managers and designers should adjust marketing strategies and technology development based on factors like perceived usefulness, ease of use, and consumer perceptions (e.g., enjoyment, value, and risk) to encourage adoption.
Keywords: body anthropometric systems, online shopping, TAM-TPB Model, Consumer perceptions, Adoption intention
Received: 23 Feb 2024; Accepted: 21 Apr 2025.
Copyright: © 2025 Liu, Li and Li. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Hao Li, Silk and Fashion Culture Research Center, Zhejiang Sci-Tech University, Hang zhou, China
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.