# Virtual Try-On Systems in Fashion Consumption: A Systematic Review
## 3 Results and Discussion
### Antecedents and Consequences
#### 3.4.6 Conceptual Framework of Utilitarian Values  
Nineteen studies explored the concept of utilitarian values and their related factors, summarized in the research framework depicted in Figure 7.  
Research consistently showed that utilitarian values positively affected purchase intention [7; 27; 64; 86]. Key components of utilitarian values, such as perceived esthetic quality, economic value, performance expectancy, perceived usefulness, and perceived ease of use, directly enhanced purchase intention [3; 44; 87; 47]. However, convenience and product benefit did not significantly impact purchase intention [74].  
Effort expectancy, performance expectancy, product benefit, perceived usefulness, perceived efficiency, and perceived ease of use were proven effective in increasing adoption intention [74; 87]. In contrast, vividness did not significantly affect adoption intention [91]. Reducing privacy risk and addressing concerns about fit and size further promoted adoption intention [6; 56; 90].  
Several secondary factors influenced the direct factors within the framework. Perceived interactivity and spatiality positively impacted perceived esthetic quality, while emotionality did not [70]. Fit confidence and self-congruity were found to improve con  
Figure 7: Conceptual framework of utilitarian values.  
venience [7]. Meanwhile, innovativeness and optimism had a marked effect on economic value and performance expectancy but did not significantly affect effort expectancy [87].  
Moreover, factors that significantly affected perceived usefulness included fit confidence, self-congruity, utilitarian shopping orientation, medium types, telepresence, perceived ease of use, and perceived efficiency [7, 44, 51, 91]. In contrast, VTO system design, vividness, and perceived security did not significantly influence perceived usefulness [91]. Furthermore, telepresence had a substantial impact on perceived efficiency [91]. Perceived ease of use was significantly influenced by medium types, utilitarian shopping orientation, design, vividness, and information quality [44, 52, 91], whereas perceived security and perceived efficiency had minimal effect [91]. Additionally, the use of 3D-VTO helped reducing risks related to clothing attributes such as silhouette, color, texture, fit, and size [45]. Similarly, employing a virtual body contributed to mitigating fit and size risks [56].  
Lastly, several moderating factors were identified, including gender, augmented reality, technology anxiety, sensation-seeking tendency, fashion consciousness, body satisfaction, actual body size, and trust [15, 45, 51, 56, 74, 91]. For instance, augmented reality influenced the connection between convenience and purchase intention, but it did not moderate the links between perceived esthetic quality or experience, economic or price value, product benefit, and purchase intention [74]. Furthermore, trust in internet shopping moderated the relationship between VTO medium types and risks associated with silhouette, color, and texture, but it did not impact the relationship between medium types and risks related to fit and size [45].