Online sizing: examining True Fit® technology using adapted TAM model

• Published in: International journal of fashion design, technology and education Vol. 14; no. 3; pp. 348 - 357
• Main Authors: Pookulangara, Sanjukta, Parr, Jacqueline, Kinley, Tammy, Josiam, Bharath M.
• Format: Journal Article
• Language: English
• Published: Abingdon Taylor & Francis 02.09.2021; Taylor & Francis Ltd
• Subjects: Decisions; Factor analysis; Fit-technology; Multivariate statistical analysis; online purchase; Sizing; Technology utilization; True-Fit
• ISSN: 1754-3266; 1754-3274
• DOI: 10.1080/17543266.2021.1950847

Retail fashion is the fastest growing e-commerce sector; however, the industry is facing a serious issue with returns for purchases made online. Retailers are slowly but surely embracing new online tools to help consumers make smarter fit decisions. The current study investigates the influence that online sizing technology, True Fit ® , has on consumer confidence while making sizing decisions online and eventual intention to use True Fit ® . The study uses an adapted Technology Acceptance Model and includes the following variables: perceived ease of use of using True Fit ® , perceived usefulness of using True Fit ® ; convenience of using True Fit ® , and intention to use True Fit ® . Data were collected via an online survey (n = 577). Data were analysed using descriptive statistics, factor analysis and Structural Equation Modelling, all the hypotheses were supported. The paper adds insights into the subject of online sizing and provides recommendations for future studies.