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n this paper, we report the development of scales to measure the perceived benefits and risks associated with online shopping. Based on an exploratory qualitative inquiry and quantitative assessment, a four-factor scale of perceived benefits and a three-factor scale of perceived risks of online shopping were developed. Results from two national samples support the proposed measures of perceived benefits and risks associated with online shopping in terms of construct, convergent, discriminate, nomological, and predictive validity. Variation of these perceptions over time was also examined to test scale stability over time and to describe the evolution of online shopping.

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Virtual try-on technology (referred to in this article as Virtual Try-on) can deliver product information that is similar to the information obtained from direct product examination. In addition, the interactivity and customer involvement created by Virtual Try-on can enhance the entertainment value of the online shopping experience. We used focus group interviews and an online national survey to investigate online apparel shoppers’ use of Virtual Try-on to reduce product risks and increase enjoyment in online shopping.We also examined the impact of two important external variables (innovativeness and technology anxiety) that are not included in the electronic Technology Acceptance Model (e-TAM) but were expected to influence adoption of Virtual Try-on and whether or not gender differences existed in the Virtual Try-on adoption process. We examined this dual (functional and hedonic) role of Virtual Try-on by applying a modified e-TAM model to the Virtual Try-on technology adoption process and tested model invariance among male and female shoppers using Virtual Try-on in a simulated online shopping experience. The extended research model was validated in the context of Virtual Try-on adoption.Technology anxiety and innovativeness had significant moderating effects on the relationship between attitude and use of Virtual Try-on technology; however, there was no significant gender difference in the overall adoption process for Virtual Try-on.

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