The influence of AR virtual clothing design elements on Chinese consumers’ purchase intention: Novelty, craftsmanship, trendiness, and sociability

In the context of the burgeoning digital fashion industry, this study investigates the factors influencing consumer purchase intentions for virtual garments. Through literature review, this study constructed a theoretical model comprising seven latent variables: trendiness, novelty, sociability, craftsmanship, perceived value, perceived quality, and purchase intention, the data of 347 surveys from China are analysed effectively. Results show that novelty, sociability, and craftsmanship not only have a direct positive impact on consumers' purchase intentions but also indirectly influence purchase intentions through the mediating variables of perceived value and perceived quality. Although trendiness itself did not have a direct significant impact on purchase intention, it could indirectly affect it through perceived value and perceived quality. These insights offer valuable implications for the design and marketing strategies of virtual garment brands, aiming to better align with consumer motives in the digital fashion realm.