The Future of Online Shopping: Factors Influencing Customers' Intention to Use Virtual Try-On in Greater Jakarta, Indonesia

Indonesia is currently experiencing rapid growth in the e-commerce sector, largely driven by online clothing shopping. Along with the growth, there also come some challenges, such as the inability to physically try on items before buying them. Virtual Try-On (VTO) offers a potential way to solve these challenges by allowing users to visualize how clothes or accessories would look on them digitally. Despite its promising offers, the adoption rates for VTO still vary because of the differences in consumer behavior and perception. Therefore, this study attempts to explore the determinants of VTO adoptions using the Technology Acceptance Model (TAM) with the scope of the Greater Jakarta area in Indonesia to assess how fashion leadership affects perceived usefulness, and how perceived usefulness, perceived ease of use, perceived enjoyment, and ethical concerns affect user attitudes and behavioral intentions. Data for this study were collected through an online Google Form survey of 216 Indonesian consumers and analyzed using Structural Equation Modeling (SEM) with Smart PLS. The analyzed data revealed that fashion leadership does have a significant influence towards perceived usefulness, and perceived usefulness, perceived ease of use, and perceived enjoyment do have a significant influence on attitudes toward VTO, which will then strongly predict customer behavioral intentions, while ethical concerns showed no significant influence. This study intends to contribute to the limited literature on VTO adoption in emerging markets, offering practical insights that could help retailers and developers aiming to optimize VTO experiences.