Research On The Influence Of Three - Dimensional Virtual Dressing System On Consumers' Willingness To Purchase

With the continuous improvement of network technology and living standards,Internet e-commerce is flourish. Online shopping transaction volume had a great proportion of buying clothes.In the online shopping process, due to the traditional model relied on pictures to show clothing, no real fitting experiences, caused the declining satisfaction problems. However, the development of information network technology made e-commerce to an inevitable trend, so the three-dimensional virtual fitting system came into being.This system produced accurate model for consumer, they can choose different clothing styles and preferences based on their skin color, but also can transform a fitting scene, show three-dimensional dynamic display. By experience the Three-dimensional virtual try on system, consumers can increase their virtual experiences and evaluate the apparel goods. This system had broken the current traditional mode that relied on pictures.There were some problems must be solved. First, what extent the technical factors related to three-dimensional virtual system impact on those who experience fitting clothing; second, what factors will significantly improve consumers’ willingness to buy.So the purpose of this study is to research the relationship between three-dimensional virtual fitting system and the consumer willingness to buy, advancing three-dimensional virtual fitting system be better to adapt to the psychological needs of consumers, so as to promote the development of e-commerce technology.On the basis of comparative analysis of three-dimensional virtual fitting systems,this study extracted the key factors influencing the purchaser willingness to buy, based on the stimulus-response model, and analyzed the relationship between three-dimensional virtual fitting systems and consumer willingness to purchase.Model’s arguments were the environmental factors coming from three-dimensional virtual fitting system that can stimuli the consumers’ visual; intermediary variables were perceived risk factors that influence consumer willingness to purchase; the dependent variable was the consumer willingness to buy after the generated three-dimensional fitting experiences. The Study’s core was that the consumer how to produce the buying behavior and reactions after using the 3D clothing fitting system. Paper used the questionnaire way and SPSS software, analyzed the data through descriptive statistics, reliability and validity analysis, correlation analysis and regression analysis of survey data processing factor, the following conclusions:First, consumer willingness to buy clothing online shopping can be influenced by two aspects that Fitting System and consumers’ perception of risk. There was a significant positive correlation between Consumer willingness to buy clothing online shopping and five factors extracted from three-dimensional virtual fitting systems: the degree of three-dimensional assembly, fitting environment fidelity, style and color with rationality,fabric texture and shape as well as dynamic and static display showing Fit.Second, there was a significant negative correlation between consumer perception ofthe risks and the five technical factors extracted from three-dimensional virtual fitting system.Third, there was a significant negative correlation between consumer willingness to buy and perception of risk that included the functionality risks and time risks. The lower of the coefficient, the greater of the impact on the willingness of consumers to buy, that means the more intense willingness consumer purchased.Through this analysis, we obtained a three-dimensional virtual fitting system superiority evaluation model that influencing consumer willingness to buy, that means the higher the willingness of consumers to buy, the three-dimensional virtual dressing system is more advantageous. Finally, the paper summarized research’s findings and significances, as well as deficiencies, and proposed that the future’s study should be focus on the technical level of the three-dimensional virtual fitting software for consumer willingness to buy clothing online shopping.