Consumer's perceived risk reduction by 3D virtual model

Purpose – This study seeks to examine the effects product presentation types on consumer's perceived risk reduction about apparel attributes (i.e. silhouette, colour, texture, and fit), and the effect of 3D virtual models' body shapes on consumer's perceived risk reduction about apparel fit. Internet shopping trust and consumer's actual body size have been considered as moderating variables, respectively. Design/methodology/approach – Three types of web sites were developed for the experiment. Participants were recruited by a survey firm, explored the web sites, and filled out online questionnaires. Findings – 3D virtual models significantly reduce perceived risk about the four apparel attributes more than 2D images. Especially, they are effective to reduce perceived risk about apparel fit when their bodies represent a consumer's actual body shape. Originality/value – This study verifies the informative role of 3D virtual models in apparel shopping. The implications related to the usage of the technology and the suggestions for future research are discussed.