# Virtual Try-On Systems in Fashion Consumption: A Systematic Review
## 3 Results and Discussion
### Antecedents and Consequences
#### 3.4.3 Conceptual Framework of Attitudes  
As shown in Figure 4, 19 studies examined the impact of attitudes and their influencing factors on purchase and adoption intentions. The framework integrates multiple layers of influence, from initial user perceptions to attitudes and final behavioral intentions, while accounting for moderating effects that may alter these relationships. Studies consistently showed that improving consumer attitudes directly benefited purchase and usage intentions. Specifically, favorable perspectives on brands, sellers, and technologies were positively associated with intent to buy [3; 63; 94]. Additionally, positive attitudes towards retailers and technology were straightly correlated with adoption intentions [51; 86; 95]. To enhance consumer attitudes towards brands, strategies include increasing VTO experience satisfaction [12] and enhancing self-presence, which positively affected brand cognitive processing through self-explorative engagement [95]. Improving flow experiences, such as reducing the notion of time passing, also strengthened brand attitudes [94]. For retailers, enhancing attitudes could be achieved by improving perceived enjoyment, perceived usefulness, and perceived ease of use [44]. Previous studies increasingly focused on consumer perspectives on immersive interactive technologies. [PERSON] et al. found that both utilitarian and hedonic benefits improved attitudes towards technology [83]. Detailed analyses indicated that perceived enjoyment, telepresence, user experience, perceived usefulness and convenience shaped consumer attitudes toward technology [5; 34; 61; 63; 66; 84; 86]. Other studies found that authenticity  
Figure 4: Conceptual framework of attitudes. fit, association fit, and wearable comfort positively affected attitudes toward technology [54; 83]. Further analysis explored factors directly elevating attitudes. For the aforementioned variables that directly positively influenced attitudes, scholars found that perceived usefulness can be enhanced by reducing response time and adopting advanced IIT forms, while interface esthetic quality and advanced forms of IIT improved perceived enjoyment [44; 61]. For AR VTO, interactivity and augmentation improved telepresence [86]. Regarding risks, research showed that health and psychological risks negatively impacted attitudes toward technology [83], while other risks (e.g., privacy, product risks) had no effect [83; 84]. User experience was enriched by improving the esthetic and pragmatic quality, hedonic quality of simulation, and hedonic quality of identification [63]. Additionally, enhancing form realism and behavioral realism improved VTO authenticity fit. Perceived warmth and perceived competence increased association fit during the try-on experience [54]. It is worth noting that the impact of perceived ease of use on attitudes toward technology may vary depending on the VTO types. In AR VTO and VTO with 3D rotation views, perceived ease of use significantly improved consumers' attitudes toward technology [61; 66; 80]. However, for VTO with only 2D views, perceived ease of use did not significantly affect attitudes toward technology [80]. Furthermore, research has found that information quality in AR VTO apps enhanced utilitarian value and contributed to perceived usefulness [61; 64]. However, another study revealed that information quality did not significantly affect perceived usefulness in shoes AR VTO apps [66]. Therefore, the utilitarian values of information quality require further investigation. Regarding moderating factors, it was found that the positive impact of perceived usefulness on technology attitude was negatively moderated by perceived risks; however, this negative effect was alleviated by perceived enjoyment [3]. Additionally, the significant positive influence of authenticity fit and association fit on consumer attitudes varied depending on product type, whether utilitarian or hedonic [54].