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What is Perceived Enjoyment (PE)

Chapter 12
Driving Green Marketing in Fashion and Retail
The extent to which the act of using a technology is perceived to be enjoyable, aside from any performance outcomes that may be anticipated. This term in the research refers to the fun or pleasure derived from using the VTO application.
Published in Chapter:
Virtual Try-On Application and Fashion Purchase Intentions Among Gen Z Consumers in Malaysia
Logaiswari A. P. Indiran (Universiti Teknologi Malaysia, Malaysia), Afifi Alifia Salsabila Putri (Universiti Teknologi Malaysia, Indonesia), Chen Fu (Universiti Teknologi Malaysia, Malaysia), and Jadel Autor Dungog (Iligan Institute of Technology, Mindanao State University, Philippines)
Copyright: © 2024 |Pages: 19
DOI: 10.4018/979-8-3693-3049-4.ch012
Abstract
Online shopping, integral to modern life, lacks the tactile experience of physical retail, a significant shortfall in fashion. This gap is being addressed by incorporating virtual reality (VR) and augmented reality (AR) technologies to meld the digital and in-store experiences. This research critically examines the impact of virtual try-on (VTO) applications on Gen Z's fashion purchasing intentions in Malaysia, assessing factors like virtual presence and perceived ease of use. A quantitative approach, involving a survey with 94 participants, was taken. The study presents a novel model merging the technology acceptance model (TAM) with virtual presence. Results indicate Gen Z's overwhelming endorsement of VTO, with perceived usefulness as their main buying intention driver. These insights offer valuable direction for VTO developers, marketing strategists, and policymakers aiming to promote VTO in fashion retail.
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