آمار

تعداد نشریات31
تعداد شماره‌ها452
تعداد مقالات3,978
تعداد مشاهده مقاله6,689,589
تعداد دریافت فایل اصل مقاله4,469,893
Ghaffarisadr, Seyyed iman, Nobakht Sareban, Farzad. (1402). Investigating Factors Affecting the Adoption of Virtual Fitting Room in Iranian Sportswear Stores: Application of CAT Theory. سامانه مدیریت نشریات علمی, 5(1), 27-43. doi: 10.22098/rsmm.2023.12964.1230
Seyyed iman Ghaffarisadr; Farzad Nobakht Sareban. "Investigating Factors Affecting the Adoption of Virtual Fitting Room in Iranian Sportswear Stores: Application of CAT Theory". سامانه مدیریت نشریات علمی, 5, 1, 1402, 27-43. doi: 10.22098/rsmm.2023.12964.1230
Ghaffarisadr, Seyyed iman, Nobakht Sareban, Farzad. (1402). 'Investigating Factors Affecting the Adoption of Virtual Fitting Room in Iranian Sportswear Stores: Application of CAT Theory', سامانه مدیریت نشریات علمی, 5(1), pp. 27-43. doi: 10.22098/rsmm.2023.12964.1230
Ghaffarisadr, Seyyed iman, Nobakht Sareban, Farzad. Investigating Factors Affecting the Adoption of Virtual Fitting Room in Iranian Sportswear Stores: Application of CAT Theory. سامانه مدیریت نشریات علمی, 1402; 5(1): 27-43. doi: 10.22098/rsmm.2023.12964.1230

Investigating Factors Affecting the Adoption of Virtual Fitting Room in Iranian Sportswear Stores: Application of CAT Theory

Research in Sport Management and Marketing
مقاله 3، دوره 5، شماره 1، 2024، صفحه 27-43    اصل مقاله (730.62 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2023.12964.1230
نویسندگان
Seyyed iman Ghaffarisadr1؛ Farzad Nobakht Sareban* 2
1Ph.D Student of Sport Mnagement University of Mohaghegh Ardabili. Ardabil, Iran
2Associate Professor of sport Management of University of Mohaghegh Ardabili. Ardabil, Iran
چکیده
Purpose: Trying on clothes in sportswear stores is a very time-consuming and tiring task. Virtual fitting rooms provides conditions where online consumers can try on the clothes they want before shopping. This technology has recently received much attention due to its commercial potential. However, this technology has not arrived to Iran yet, and it is obscure if the Iranian consumers accept it. In this research, the researcher is trying to investigate the factors affecting the acceptance of this technology by online sports consumers.

Methods: This is an applied research. The mixed method was used, in which the Delphi technique was employed between experts of sportswear industry in the qualitative phase. In the quantitative phase, online consumers of sports products were selected as a sample. The snowball method was used to collect the subjects. Finally, 420 questionnaires were collected. The validity of the instrument was confirmed through the opinions of university professors and convergent validity. Cronbach's alpha and composite reliability were used to check the reliability. SPSS26 and Amos24 software were used for data analysis. Structural equation modeling was used to test the hypotheses and evaluate the overall fit.

Results: The results showed the positive effect of all the factors including perceived usefulness, perceived ease of use, pleasure, arousal and dominance on the adoption of virtual fitting room by online sport consumers.

Conclusion: The results of this research have practical implications for sports managers and retailers in relation to adopting the best management and marketing strategies to use virtual fitting rooms.
کلیدواژه‌ها
perceived usefulness؛ perceived ease of use؛ arousal؛ pleasure؛ dominance
مراجع
  • Abdolmaleki, H., Mirzazadeh, Z. S., & Ghahfarokhhi, E. A. (2018). Identify and prioritise factors affecting sports consumer behaviour in Iran. International Journal of Sport Management and Marketing, 18(1-2), 42-62.
  • Alvarez, E. (2017). Gap envisions a future with augmented-reality 'dressing rooms'. Retrieved from https://www.engadget.com/2017/01/30/gap-augmented-reality-dressing-rooms/
  • Avşar, B. Z. (2021). Omni-channel trends in COVID-19 pandemic. Journal of International Trade, Logistics and Law, 7(1), 97-104.
  • Beck, M., & Crié, D. (2016). I virtually try it … I want it! virtual fitting room: A tool to increase online and offline exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, doi:10.1016/j.jretconser.2016.08.006
  • Business Wire. (2009). Taobao partners with UNIQLO to grow china’s online fashion market. Retrieved from https://www.businesswire.com/news/home/20090416005293/en/Taobao- Partners-UNIQLO-Grow-China%E2%80%99s-Online-Fashion
  • Chang, S. H., Chih, W. H., Liou, D. K., & Hwang, L. R. (2014). The influence of web aesthetics on customers’ PAD. Computers in Human Behavior, 36, 168-178.
  • Cole, J. C., McDonald, J. B., Wen, X., & Kramer, R. A. (2018). Marketing energy efficiency: perceived benefits and barriers to home energy efficiency. Energy Efficiency, 11, 1811-1824.
  • Cushion, C. J. (2018). Reflection and reflective practice discourses in coaching: A critical analysis. Sport, education and society, 23(1), 82-94.
  • Davis, F. (1985). A technology acceptance model for empirically testing new end-user information systems
  • Dawndasekare, D. M. S. P. K., Subhasinghe, V. S. C., Hemendra, K. H. S., Niroshika, A., & Anuradha, P. K. (2016). The Real-time Virtual Fitting Room: VFIT.
  • Digital Pulse. (2015). Virtual dressing rooms will become reality sooner than you imagined. Retrieved from https://www.digitalpulse.pwc.com.au/virtual-dressing-rooms/
  • Erra, U., Scanniello, G., & Colonnese, V. (2018). Exploring the effectiveness of an augmented reality dressing room. Multimedia Tools and Applications, 77(19), 25077-25107. doi:10.1007/s11042-018-5758-2
  • Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
  • Flacandji, M., & Krey, N. (2020). Remembering shopping experiences: the shopping experience memory scale. Journal of Business Research, 107, 279-289
  • Garvey, J. (2010). Fits.me virtual fitting room: Say goodbye to clothing size mishaps. Retrieved from https://newatlas.com/fitsme-virtual-fitting-room-say-goodbye-to-clothing-size- mishaps/15791/
  • Ghasemi Siani, M., Mohammadi, S., Soltan Hosseini, M., & Dickson, G. (2021). Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender. International Journal of Sports Marketing and Sponsorship, 22(4), 798-815.
  • Ghazizadeh, M., & Shirazi, M. S. (2018). The Effect of Customers Image of Shopping Center and Individual Image Congruence on Loyalty and Their purchase share With the Moderating Role of the Environment, Consumer Behavior Studies Journal, 5(1), 61-79. (in Persian)
  • Globe Newswire, March 20, 2023. New York. Sportswear Market Size to Surpass USD 356 billion by 2032, Thanks to Rise in Outdoor Activities and Sports, https://www.globenewswire.com/
  • Gültepe, U., & Güdükbay, U. (2014). Real-time virtual fitting with body measurement and motion smoothing. Computers & Graphics, 43, 31-43. doi:10.1016/j.cag.2014.06.001
  • Guo, M., Shi, H., Shi, R., Qiao, R. (2014). Analysis of 3D Fitting Systems Applied Prospect on Taobao. China Science and Technology Information, 22, 210-212, doi: 10.3969/j.issn.1001-8972.2014.22.089
  • Hajdas, M., & Kłeczek, R. (2021). The real purpose of purpose-driven branding: consumer empowerment and social transformations. Journal of Brand Management, 28, 359-373.
  • Herrero-Crespo, A., Viejo-Fernández, N., Collado-Agudo, J., & Pérez, M. J. S. (2021). Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour. Journal of Fashion Marketing and Management: An International Journal.
  • Humphrey-Murto, S., & de Wit, M. (2019). The Delphi method—more research please. Journal of clinical epidemiology, 106, 136-139.
  • Hwang, K., & Kim, H. (2018). Are ethical consumers happy? Effects of ethical consumers' motivations based on empathy versus self-orientation on their happiness. Journal of Business Ethics, 151, 579-598.
  • Ishfaq, R., Defee, C. C., Gibson, B. J., & Raja, U. (2016). Realignment of the physical distribution process in omni-channel fulfillment. International Journal of Physical Distribution & Logistics Management.
  • Jaworek, M., Karaszewski, W., & Kuczmarska, M. (2021). Source of success of the most valuable sportswear brands in the world. Journal of Physical Education and Sport, 21, 1050-1056.
  • Jeon, H. M., Kim, M. J., & Jeong, H. C. (2016). Influence of smart phone food delivery apps' service quality on emotional response and app reuse intention-Focused on PAD theory. Culinary science and hospitality research, 22(2), 206-221.
  • Kulviwat, S., Bruner II, G. C., Kumar, A., Nasco, S. A., & Clark, T. (2007). Toward a unified theory of consumer acceptance technology. Psychology & Marketing, 24(12), 1059-1084.
  • Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services, 62, 102595.
  • Kumar, S., Jain, A., & Hsieh, J. K. (2021). Impact of apps aesthetics on revisit intentions of food delivery apps: the mediating role of pleasure and arousal. Journal of Retailing and Consumer Services, 63, 102686.
  • Liang, D. (2017). Research on virtual fitting and intelligent E-commerce system. Sci-Tech Innovation and Productivity, 218(6), 61.
  • Mathôt, S. (2018). Pupillometry: Psychology, physiology, and function. Journal of Cognition, 1(1).
  • Mehrabian, A., & Russell, J. A. (1974). The basic emotional impact of environments. Perceptual and motor skills, 38(1), 283-301.
  • Mohammadi, S., & Ghysvandi, K. (2022). Applying Technology Acceptance Model in Using Sports Team Applications. Sport Management Studies, 14(72).
  • Mohammadi, S., & Isanejad, O. (2018). Presentation of the extended technology acceptance model in sports organizations. Annals of Applied Sport Science, 6(1), 75-86.
  • Najafi, K., Heidarzadeh Hanzaee, K., & Khonsiavash, M. (2020). A Phenomenological Investigation of the Influence of Fitting Rooms in Shopping Centers on Recalling the Previous Shopping Experiences. Journal of Consumer Behavior Studies, 7(2), 1-23.
  • Parker, C., Scott, S., & Geddes, A. (2019). Snowball sampling. SAGE research methods foundations.
  • Rezaeinejad, I. (2021). Impact Online Marketing Strategies on Improving the Status of Businesses in the COVID-19 Situation in Iran. Asian Basic and Applied Research Journal, 24-33.
  • Saurav, S. (2016). Customer experience impacting retail management: study of customer centricity strategy by retailers. In Handbook of research on strategic supply chain management in the retail industry (pp. 130-150). IGI Global.
  • Schnack, A., Wright, M. J., & Elms, J. (2021). Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments. Journal of Retailing and Consumer Services, 61, 102581.
  • Seong, D. H. (2021). How to utilize sports psychology for better customer experience in sports retail store as a distribution content perspective. Journal of Distribution Science, 19(2), 45-52.
  • Sharei, Z., & Zare, A. (2023). Shared economy development model with economic development approach in Iran's sports industry. Accounting, 9(2), 73-84.
  • Sharma, R., & Jain, V. (2019). CSR, trust, brand loyalty and brand equity: empirical evidences from sportswear industry in the NCR region of India. Metamorphosis, 18(1), 57-67.
  • Shi, H., Yu, X., Liu, Y., Yu, S., Tian, S., & Yang, W. (2021, February). The establishment of the digital model of Mongolian robe and virtual display. In Journal of Physics: Conference Series (Vol. 1790, No. 1, p. 012037). IOP Publishing.
  • Shorey, S., & Ng, E. D. (2021). The use of virtual reality simulation among nursing students and registered nurses: A systematic review. Nurse education today, 98, 104662.
  • Spadaro, G., d’Elia, S. R., & Mosso, C. O. (2018). Menstrual knowledge and taboo TV commercials: Effects on self-objectification among Italian and Swedish women. Sex Roles, 78, 685-696.
  • Sulaiman, Y., Jamil, N. A. M., Othman, A. R., & Musa, R. (2020). The influence of green marketing, syariah compliance, customer’s environmental awareness and customer’s satisfaction towards Muslim consumer purchasing behaviour in Kedah. WSEAS Transacfion on Business and Economics, 17, 195-204.
  • Sutaguna, I. N. T., Achmad, G. N., Risdwiyanto, A., & Yusuf, M. (2023). MARKETING STRATEGY FOR INCREASING SALES OF COOKING OIL SHOES IN BAROKAH TRADING BUSINESS. International Journal of Economics and Management Research, 2(1), 132-152.
  • Taneja, B. (2021). The Digital Edge for M-Commerce to Replace E-Commerce. In Emerging challenges, solutions, and best practices for digital enterprise transformation (pp. 299-318). IGI Global.
  • Tehrani, 2018. Have you set up a virtual fitting room for your site?!, Hatam Tehrani, https://hatamtehrani.com/virtual-room/
  • Torabi, F., Rahimi Nik, A., Vaddadi, A., & Esmaeilpour, H. (2019). Explaining the Model of Consumer Shopping Behavior in Selecting Delightful Products with a Mixed Approach (Case Study: Discount Chain Stores, Consumer Behavior Studies Journal, 6(1), 81-104. (in Persian)
  • Walker Sands. (2015). Reinventing retail: what businesses need to know for 2015 whitepaper. Retrieved from https://www.walkersands.com/wp-content/uploads/2018/07/Walker_Sands_Future_of_Retail_2015.pdf
  • Wang, S., & Guan, Y. (2015). Status and Comparation on Advantages & Disadvantages of Virtual Shop Software. Jiangsu Science & Technology Information, (21), 73-74.
  • Wang, Y., Cho, H., & Liu, C. J. (2019). The moderating roles of fashion innovativeness and involvement in the attitude toward online customization in Taiwan apparel market.
  • Nobakht sareban, F., Naghizadeh-Baghi, A., & Ashrafi, N. (2022). Designing a Platform for Video Training of Practical Courses in Physical Education and Sports Sciences (Corona Course). Journal of Advanced Sport Technology, (), 1-10. doi: 10.22098/jast.2022.1956
  • Naghizadeh-Baghi, A., Behroz Damirchi, F., Moharramzadeh, M., Jamiodulo, M., & Nobakht, F. (2021). Spatial Analysis and Site Selection of Ardabil Sports Venues Using GIS. Journal of Advanced Sport Technology, 5(2), 77-89. doi: 10.22098/jast.2021.1465
  • Naghizadeh-Baghi, A., Aghaei, R., Nobakht, F., Jamiodulo, M., & Sorati, N. (2021). Investigation of Sports Spaces with Passive Defense Approach in Ardabil City. Journal of Advanced Sport Technology, 5(1), 47-61. doi: 10.22098/jast.2021.1166
  • Azimzade, M., Nobakht, F., Aminiroshan, Z., & Sotoode, M. S. (2020). Employing Eye Tracking in Quantifying and Qualifying Visual Attention of Web Site Viewers (Physical Education Faculties). Journal of Advanced Sport Technology, 4(1), 9-19.
  • Hasanzadeh, N., Moharramzadeh, M., & Naghizadeh-Baghi, A. (2021). Needs Assessment and Reasons for Consuming Food Supplements for Body-Building and Weightlifting Athletes in Ardabil Province. Research in Sport Management and Marketing, 2(1), 10-23. doi: 10.22098/rsmm.2021.1255
آمار
تعداد مشاهده مقاله: 465
تعداد دریافت فایل اصل مقاله: 585


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب