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

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...