Impact of Virtual Try-On Technology on Customer’s Mental Imagery During COVID-19

Abstract

During the lockdown period of this pandemic, online retailing is getting the place of offline retail. This study provides an insight about the mental imagery of customers toward the new developing technology: virtual try-on. This descriptive study provides empirical evidence that virtual try-on technology influences the customer’s mental imagery toward the product presented on an online platform. Primary data were collected from 142 online customers of the Delhi NCR region. Various journals, websites, and reports were used to collect secondary data. Mean, standard deviation, and one sample t-test were used to study the significance of different dimensions on mental imagery toward virtual try-on technology in this pandemic period. Three dimensions of mental imagery have been studied, namely “vividness, quantity, and elaboration.” The findings of this study show that virtual try-on technology positively influences all the dimensions of mental imagery. E-tailers might get help from these findings and fame their strategies accordingly to attract more traffic on their website, increase sales outcomes, and get competitive advantages during and after this pandemic.