Online fashion shopping motivations and virtual fitting demands among older women

The present study aimed to (i) investigate older adults’ attitudes toward online fashion shopping; (ii) identify the factors that impact motivation for online fashion shopping and (iii) assess the potential demand for virtual fitting. The sample was drawn from young older (ages 60–75) Chinese women in the Greater Bay Area of China. A mixed-method approach was used in this study. The questionnaire has been divided into four parts, including a demographic section, three instruments measuring participants’ attitudes toward participating in online shopping, clothing design attributes, motivation for virtual fitting and functional needs. A post-interview was also conducted as additional information to the questionnaire.