基于技术接受模型的虚拟试衣使用意愿研究

Research on the intention to use virtual fitting based on the technology acceptance model

文章基于技术接受模型(TAM),建立用户虚拟试衣使用意愿概念模型,并运用结构方程模型对研究假设进行检验,探讨不同因素对虚拟试衣使用意愿的影响。研究结果表明:虚拟试衣的技术特性(VF)对用户感知有用性(PU)和感知易用性(PEOU)均有正向显著影响;感知有用性(PU)正向显著影响用户使用态度(AT);使用态度(AT)正向显著影响用户虚拟试衣的使用意愿(BI)。最后提出了促进虚拟试衣使用意愿的建议。

Based on the technology acceptance model(TAM),our study established a conceptual model on users’intention to use virtual fitting,used a structural equation model to test the research hypothesis and investigate the effect of different factors on users’intention to use virtual fitting.The results indicated that the technical features of virtual fitting(VF)had a significant positive effect on users’perceived usefulness and perceived ease of use.Perceived usefulness(PU)positively affected users’attitude towards using(AT).The attitude towards using(AT)had a significant positive effect on users’intention to use virtual fitting(BI).Finally,some suggestions were put forward to improve the intention to use virtual fitting.