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Hedonic usage of product virtualization technologies in online apparel shopping

Jiyeon Kim (Department of Retailing, The University of South Carolina, Columbia, South Carolina, USA)
Sandra Forsythe (Department of Consumer Affairs, Auburn University, Auburn, Alabama, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 22 May 2007




The purpose of this study is to investigate whether online apparel shoppers' adoption of product virtualization technologies is facilitated more by hedonic motivations than functional motivations due to the hedonic nature of the product virtualization technologies.


In addition to the focus group interview, two separate online surveys with links to a stimulus web site containing one of the two product virtualization technologies was conducted to a national online shopper sample. The data were analyzed using structural equation modeling by comparing the structural coefficients of hedonic and functional motivations on the attitude toward using the product virtualization technologies. The linear combination of functional and hedonic roles of each technology was examined using discriminant function analysis to see if the results were consistent.


The results showed that the hedonic motivation had a stronger positive relationship than functional motivations with the attitude toward using product virtualization technologies. The empirical findings of this study confirm our proposition that perceived entertainment value is a stronger determinant of attitude toward using product virtualization technologies than perceived usefulness.


The findings of the paper support the idea that the direction of technology acceptance model related research should be drawn by the (functional or hedonic) purpose of the technology/system. Based on the current findings, it seems likely that the predictive importance of the hedonic or functional benefits on attitude toward using a particular technology/system will depend, to a large extent, on the primary purpose of the system/technology.



Kim, J. and Forsythe, S. (2007), "Hedonic usage of product virtualization technologies in online apparel shopping", International Journal of Retail & Distribution Management, Vol. 35 No. 6, pp. 502-514.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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