The Journal for Information Professionals
Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.
ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)
Editor : Youngsok Bang
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Current Issue
| Date | September 2026 |
|---|---|
| Vol. No. | Vol. 36 No. 3 |
| DOI | https://doi.org/10.14329/apjis.2026.36.3.568 |
| Page | 568~595 |
| Title | Exploring Usage Intention of Virtual Try-on Applications: An Evidence from the Indian Artificial Jewelry Industry |
| Author | Kanishka Bhardwaj, Shabnam Gulati, Mohd Nasir |
| Keyword | Virtual Try-On Apps, Artificial Jewelry, Stimulus-Organism-Response, Consumer Innovativeness |
| Abstract | Virtual try-on (VTO) applications are gaining popularity in fashion industry globally, including jewelry industry. Online retailers are encouraging customers to try these apps for enhanced shopping experience. Despite the growing demand and importance, studies exploring the role of VTO applications in Indian artificial jewelry industry are rare. This study leverages S-O-R model and examines the influence of social and utilitarian cues (stimuli) of VTO on customer attitude (organism), ultimately affecting usage intention of VTO among consumers in the Indian artificial jewelry domain. To get more profound insights, the moderating effect of ‘consumer innovativeness’ was also probed. Data were collected from 368 participants and analysed through Smart PLS 3.0 software. The study findings revealed that perceived usefulness, perceived influence and social proof significantly influence consumer attitude towards VTO, except perceived authenticity. Moreover, customer attitude towards VTO significantly influence their usage intention. Additionally, the moderating effect of consumer innovativeness was found significant, thereby strengthening the relationship between customer attitude and usage intention towards VTO applications. The current research adds value to the online literature by broadening the knowledge on VTO apps usage intention and expanding the application of S-O-R framework in the Indian jewelry fashion industry, an area that has largely remained unexplored. |
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