To Adopt or Not to Adopt, That is the Question
An Analysis of Drivers and Barriers for Adoption of Virtual Fitting Rooms in
the Swedish online fashion retail market
Bachelor Thesis in Corporate Sustainability
University of Gothenburg, School of Business, Economics and Law
May, 2023
Authors: Linn Karlsson & Elin Skarin
Supervisor: Johan Hagberg
Source figure: Pngtree, n.d.
Abstract
The immense increase in returns amongst Swedish online fashion retailers has given rise to
severe challenges, not least from a sustainability perspective. Several studies have shed light
to Virtual Fitting Rooms (VFRs) as a potential solution for reducing online returns. However,
as of today, only a limited number of Swedish fashion online retailers have adopted the
technology, and even in those cases, customer usage has been low. Therefore, the aim of this
thesis is to create an understanding into the drivers and barriers that influence the adoption or
rejection of VFRs among consumers in the Swedish online fashion retail market. The
methodology employed in this thesis takes a qualitative approach based on 15 semi-structured
interviews incorporating a visual elicitation technique. The results suggest six drivers that
encourage adoption of VFRs, rooted in intrinsic and extrinsic motivation. Further, the results
suggest eleven barriers impeding the adoption of VFRs, divided in functional-,
psychological- and situational barriers. The theoretical contribution of this thesis includes the
introduction of a third category, situational barriers, in addition to the widely recognized
functional- and psychological barriers. This thesis also holds practical implications since the
drivers and barriers discovered can be used to develop VFRs tailored to consumer needs. This
in turn can enhance adoption and encourage sustainable consumer behavior.
Keywords: Virtual Fitting Rooms, sustainability, online returns, technology adoption,
resistance to adoption, consumer behavior
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Acknowledgements
We sincerely want to raise our gratitude to our supervisor Johan Hagberg for his guidance
during the whole process. We would like to thank him for his helpful feedback and valuable
advice throughout this thesis.
Secondly, we want to thank the interviewees that participated in this study. They contributed
with their perceptions, feelings and insights of Virtual Fitting Rooms and therefore made this
thesis possible.
Lastly, we would like to thank each other for a well established collaboration.
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Table of Content
1. Introduction 6
1.1 Background 6
1.2 Problem Statement 8
1.3 Purpose 9
2. Theoretical Framework 10
2.1 Drivers for Adoption of Technology 10
2.1.1 Motivation Theory 11
2.2 Barriers for Adoption of Technology 12
2.2.1 Resistance Theory 13
3. Method 15
3.1 Research Design 15
3.2 Data Collection 15
3.2.1 Semi-structured Interviews 15
3.2.2 Visual Elicitation 16
3.2.3 Sampling Strategy 17
3.2.4 Pilot Interview 18
3.2.5 Interview Guide 19
3.2.6 Conduction of Interviews 19
3.3 Data Analysis 20
3.4 Research Quality 21
4. Empirical Findings 23
4.1 Drivers for adoption of VFRs 23
4.1.1 Intrinsic Motivation 24
4.1.2 Extrinsic Motivation 24
4.2 Barriers for Adoption of VFRs 25
4.2.1 Functional Barriers 26
4.2.2 Psychological Barriers 28
4.2.3 Situational Barriers 30
5. Discussion 33
5.1 Drivers For Adoption of VFRs 33
5.1.1 Intrinsic Motivation 33
5.1.2 Extrinsic Motivation 34
5.2 Barriers for Adoption of VFRs 35
5.2.1 Functional Barriers 35
5.2.2 Psychological Barriers 37
5.2.3 Situational Barriers 39
6. Conclusion 41
6.1 Main Findings 41
6.2 Theoretical Contribution 42
6.3 Practical Implications 42
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6.4 Limitations 43
6.5 Future Research 44
7. Bibliography 45
Appendix A: Interview Guide 51
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1. Introduction
This chapter is divided into three sections. The first section provides a background to the
thesis by addressing the widespread issue relating to online returns. The second section
presents the problem statement of this thesis, which sheds light to an interesting research field
concerning the introduction and execution of VFRs in the Swedish market. Finally, the third
section of this chapter presents the purpose of this thesis.
1.1 Background
PostNord’s latest e-commerce report (2022) presented that Swedish retail online in 2022
reached a market size of 136 billion SEK. This represents a growth of approximately 2600
percent compared to the market size of 5 billion SEK in 2003 (PostNord, 2022). This growth
in retail online has been accompanied by increased return rates (e.g., Cullinane et al., 2019a;
Frei et al., 2020). Fashion goods account for the product category with the highest number of
online returns in Sweden, with approximately one third of all items being returned (Cullinane
et al., 2019a). According to Cullinane et al. (2019a) there is a prevailing “return culture”, in
modern society. This trend reflects a change in consumer buying behavior, where consumers
routinely order several garments to try on at home, keep one, and send the other items back to
the retailer.
The consequences of this growth in online returns does not only entail costs for businesses,
handling returns, but also cause substantial negative environmental externalities (Bring, n.d;
Cullinane, 2019a). The movement of goods throughout the supply chain, in both forward and
reverse directions, causes significant emissions of greenhouse gases, thereby contributing to
the acceleration of global warming (Bring, n.d). Furthermore, the environmental
consequences of online returns are often exacerbated by environmentally inefficient return
processes (Cullinane, 2019a). Returned products are often transported long distances to be
handled in countries like Poland, Estonia or Asia in order for companies to minimize costs.
Thus, the same product is usually transported all over the globe several times before ending
up with a customer (Cullinane, 2019a). In addition, Frei et al. (2020) accentuate that an
increased amount of returned products does not end up with a new consumer after being
returned, but becomes waste contributing to growing landfills. Furthermore, the authors
emphasize that this contributes to resource depletion, as products being thrown away contain
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important, and often scarce, resources (Frei et al, 2020). Thus, not only does increasing return
flows contribute to climate change, but also entails other negative environmental
externalities, such as the generation of waste and contribution to resource depletion. These
factors all contribute to returns being a severe challenge for online retailers (Frei et al, 2020).
According to Cullinane et al. (2019a), there are multiple factors contributing to the large
number of returns within the Swedish online fashion retail market. One contributing factor is
the free return policies offered by several Swedish companies. Free return policies have
proven to encourage purchase and thus serve as a tool to gain competitive advantage
(Cullinane et al., 2019b). This was confirmed by a survey conducted by PostNord (2018)
indicating that approximately 30 percent of respondents had refrained from purchasing from
an online retailer due to the absence of free returns. Therefore, despite the significant
financial and environmental expenses that e-retailers incur with free return policies,
companies tend to preserve policies in fear of losing market share to competitors (PostNord,
2021). Furthermore, the authors highlight incomplete product information as another
important factor contributing to increased return rates (Cullinane et al., 2019b). This factor is
further emphasized by Gustafsson (2021), investigating fit-uncertainty reducing interventions
in retail, pointing out that approximately 50 percent of all returns are caused by
fit-uncertainty.
While a majority of companies are well-aware of the issue of increased online return rates,
they seem to lack adequate solutions to reduce its negative environmental consequences
(Hellström et al., 2017). Cullinane et al. (2019a) accentuate the importance of online retailers,
transport providers and customers working together to reduce the environmental impacts of
returns. Online retailers must find ways to manage returns more efficiently, while
encouraging consumers to reduce their return rate (Cullinane at al., 2019a). The authors
describe that technical solutions, such as virtual fitting rooms (VFRs) could provide a tool to
facilitate sustainable consumer behavior. Sustainable consumer behavior is described as
behavior that meets the present needs while simultaneously limiting the environmental
impact (Trudel, 2018). The potential of VFRs to reduce the number of returns, and hence the
environmental impacts caused by these, is further emphasized by Gustafsson (2021). The
author emphasizes product-fitting as an important pre-sales activity in order to reduce fit
uncertainty, and subsequently cutting return rates.
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The phenomena of VFRs originated in approximately 2005, and gained substantial attention
after 2010, coinciding with the rapid expansion of e-commerce (Dawndasekare et al., 2016).
The tool allows consumers to try on items without physically handling them, through the use
of simulation techniques that enables a customized shopping experience (Lee et al., 2020).
There are currently different forms of VFRs available in the market which vary in level of
sophistication. The more sophisticated VFRs show the apparel either on the user or on a
virtual avatar, both adjusted to accurately reflect the users body characteristics whilst the less
sophisticated solely provides a size recommendation (Gültepe & Güdükbay, 2014). Despite
the fact that the technology has been available in the marketplace for a considerable duration,
it remains in the nascent stages of consumer adoption in several countries, in accordance with
Lee et al. (2020). The authors emphasize that the technology is widely implemented in many
Asian countries, as compared to western countries where the technology is implemented to a
lesser degree.
1.2 Problem Statement
From the previous section it is possible to visualize that online returns will remain an issue
for companies and the environment if not addressed. Due to the harmful environmental
impacts caused by online returns (eg. Bring, 2023; Cullinane et al., 2019a), measurements
must be taken within the area to achieve the Sustainable Development Goal 12 of responsible
production and consumption (UN, 2023).
Several studies have shed light to VFRs as a potential solution for reducing returns (e.g.
Cullinane et al., 2019a; Gustafsson, 2021). In addition, in 2018 the Swedish fintech company
Klarna ranked VFRs in the top three among fashion retailers' plans for the future (Klarna,
2018). Despite this, little progress in terms of implementation in the Swedish online fashion
retail market has occurred. In accordance, Gustafsson (2021) highlights that only a limited
number of Swedish retailers have adopted the technology, and even in those cases, customer
usage has been low. Hence, the implementation of VFRs has not been seamless in the
Swedish online fashion retail market. Gustafsson (2021) therefore emphasizes that research is
needed to examine what factors cause this low customer usage of VFRs and what is required
for these technological interventions to successfully be adopted by consumers.
The challenge of implementing products successfully in the market is not exclusive to VFRs.
In today’s society consumers are overwhelmed by technical innovations, and the majority of
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innovations brought to the market fail (Antioco & Kleijnen, 2009). Conventional research has
emphasized consumer adoption as a fundamental factor for the development and success of
technical innovations (Sanakulov, 2015). Furthermore, research has accentuated the
importance of understanding consumer resistance to technological innovations. Attention is
called to identifying factors impeding adoption of new technology (Ram & Sheth, 1989;
Antioco & Kleijnen, 2009).
Although technology adoption and resistance to innovations are recognized as
comprehensive research fields, there is a significant need for an in-depth understanding of the
factors that influence consumer adoption and resistance to innovations. Vogelsang et al.
(2013) emphasize that previous studies within the field have predominantly employed
quantitative methodologies, hence leaving out important aspects of the issue. The authors
accentuate the importance of qualitative research in order to investigate the complex
relationship between human and technology. Further, the importance is particularly
highlighted for relatively unexplored technologies, as relying solely on theory-based models,
without considering empirical data, may lead to overseeing important aspects influencing
adoption (Vogelsang et al., 2013).
The prevailing circumstances highlighted above, sheds light to an interesting research field
concerning the introduction and execution of VFRs in the Swedish online fashion retail
market. Based on the need for an in-depth understanding of the factors influencing adoption
and rejection of VFRs, this thesis employs a qualitative methodology to explore the
implementation of VFRs in the Swedish online fashion retail market.
1.3 Purpose
The purpose of this thesis is to create an understanding of the drivers and barriers that
influence the adoption or rejection of VFRs among consumers in the Swedish online fashion
retail market.
Research Question 1: What are the drivers for consumers’ adoption of VFRs?
Research Question 2: What are the barriers for consumers’ adoption of VFRs?
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2. Theoretical Framework
This chapter is divided into two sections based on the research questions of the thesis. The
first section constitutes the theoretical framework for research question 1, focusing on drivers
for technological adoption of VFRs. The second section constitutes the theoretical
framework for research question 2, focusing on the barriers impeding adoption of VFRs.
2.1 Drivers for Adoption of Technology
A substantial amount of research has sought to investigate the adoption process of new
technology (Lee et al., 2022). The concept of technology adoption is defined as the “'stage of
selecting a technology for use by an individual or an organization” (Carr, 1999). Models that
are frequently applied within the field of technology adoption are Theory of Planned
Behavior (TPB), Technology Acceptance model (TAM), Unified theory of acceptance and
Use of technology (UTAUT), Diffusion of Innovation (DOI), and Motivation Model (MM)
(Sanakulov, 2015). Technology adoption has been studied within a variety of domains and
various drivers for technological adoption have been identified (e.g., Kwon et al., 2000; Lule
et al., 2012; Lu et al., 2019; Trevino et al., 1992; Lee et al., 2019; Willems et al., 2017).
Several studies emphasize perceived ease of use and perceived usefulness as important
drivers of technology acceptance and intention to use innovations (e.g., Kwon et al., 2000;
Lule et al., 2012). Furthermore, research has, for a considerable duration, indicated that
perceived enjoyment is a crucial factor that determines people's willingness to adopt
technology (e.g., Trevino et al, 1992; Lee et al., 2019). Moreover, Willems et al. (2017) found
that a primary reason for adopting retail technologies is the fact that they enable timesavings.
The diffusion of VFRs has been studied multiple times in recent years, with the majority
being based on quantitative methodologies (Lee et al., 2022). Previous quantitative research
has shown various drivers affecting the consumer intention to adopt virtual VFRs (e.g., Li &
Xu, 2020; Lee et al., 2020; Huang & Qin, 2011). Research emphasizes that perceived ease of
use, perceived usefulness and perceived enjoyment constitutes determinants of consumer
adoption of VFRs (Li & Xu, 2020; Lee et al., 2019). Additionally, Lee et al. (2020)
emphasize technology visibility and consumer awareness as significant drivers explaining
consumers’ intention to use VFRs. Further, it is emphasized that social influence and
perceived risk are two determining factors influencing intention to adopt VFRs (Huang &
Qin, 2011).
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Beyond the quantitative studies within the field, Lee et al. (2022) have conducted an
exploratory qualitative study, investigating consumer perceptions of VFRs. The study
identified three drivers influencing consumers’ intention to adopt VFRs: utilitarian benefits,
experiential benefits, social benefits. The first category, utilitarian benefits, refers to
perceived consumer usefulness and time- and effort saving benefits. The second category,
known as experiential benefits, pertains to the role of perceived enjoyment in driving
consumer adoption of VFRs. The third category, social benefits, depicts that consumers might
adopt VFRs due to the opportunity to socialize with others.
Furthermore, Gustafsson (2021) refers to Gelbrich et al., (2017) and suggests that incentives
provided by retailers, such as a discount or free returns, can influence consumers' intention to
adopt uncertainty-reducing interventions, such as VFRs.
2.1.1 Motivation Theory
When investigating the drivers that influence consumers' decision to adopt or reject VFRs,
motivation theory provides a relevant perspective. Deci and Ryan (2000) describes that
motivation theory aims to explain why people make certain choices and behave in a certain
way. The authors described motivation as a main determinant in shaping an individual’s
behavior, as it strongly influences decision to act. Furthermore, it is emphasized that two
types of motivation exist: intrinsic motivation and extrinsic motivation, where the distinction
is based on the underlying motive or objective of an action (Deci & Ryan, 2000). Motivation
theory has been widely adopted in a wide array of research fields. Davis et al. (1992) used
the theory to understand the adoption of computers in the workplace, and since then the
theory has been frequently employed within the research field of technology adoption.
In accordance with Deci and Ryan (2000) intrinsic motivation can be defined as “the doing of
an activity for its inherent satisfactions rather than for some separable consequence” (p.56).
It is emphasized by the authors that an individual experiencing intrinsic motivation is
motivated by the activity itself, and the inherent enjoyment and satisfaction of the activity,
rather than an external reward or separate outcome of completing the action. Furthermore, in
the context of technology adoption, Davis et al. (1992) described intrinsic motivation as the
enjoyment people derive from utilizing technology. The authors emphasize that intrinsic
motivation plays a significant role in predicting usage intentions
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Deci and Ryan (2020) accentuate that intrinsic motivation is driven by several factors, such as
the feeling of autonomy, competence and relatedness. The first factor, autonomy, is described
as an individual’s perceived control over their actions and the possibility to make decisions
that align with the individual’s values and beliefs. The second factor, competence, refers to
the feeling of development and growth. Finally, the third factor, relatedness, refers to a
feeling of belongingness (Deci & Ryan, 2020).
Extrinsic motivation is defined as the doing of an activity to attain a certain outcome, or
reward (Deci & Ryan, 2000). Thus, in contrast to intrinsic motivation, extrinsic motivation is
derived from achieving a desirable outcome, rather than the activity itself. With regards to
adoption of technology, Davis et al. (1992) emphasize that extrinsic motivation refers to the
ability to achieve a certain outcome such as improved performance, higher pay or promotion.
The authors further accentuate that an extrinsic motivator is the perceived usefulness of the
innovation in performing the individual’s tasks. Another extrinsic motivator highlighted by
the authors is the introduction of an external reward to encourage a certain behavior.
2.2 Barriers for Adoption of Technology
Despite the potential benefits of adopting new technologies, the majority of innovations do
not reach market acceptance (Antioco & Kleijnen, 2009). It has been argued that consumer
resistance is a major reason for innovation failure (Ram & Sheth, 1989). Thus, theories have
investigated factors causing individuals to resist technological innovations (Ram & Sheth,
1989; Antioco & Kleijnen, 2009). Anticio and Kleijnen (2009) assert that consumer
resistance is marked as consumers’ non-intention to adopt novel technology. Various studies
have identified a range of different barriers to adoption of technologies (Cham et al, 2021;
Yen et al., 2016, Alalwan et al, 2015). Cham et al. (2021) identified that two important
barriers influencing adoption of mobile payment are perceived complexity and privacy risk.
The first barrier identified, perceived complexity, is defined as the difficulty in using the
innovation, but can also refer to the difficulty in understanding the idea of the innovation.
The second barrier, privacy risk, is denoted as the possible exposure of an individual's private
information through the usage of technology. In addition, Rijsdijk and Hultink (2003)
identified perceived risk as a potential barrier causing consumer resistance. In their study,
perceived risk is referred to as the ability to use technology successfully. Furthermore, several
studies indicate habit as a barrier for adoption of new technology (Yen et al., 2016, Alalwan
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et al., 2015). Additionally, Lu et al. (2019) discovered that context specific factors such as
facilitating conditions affect consumers’ resistance to technology.
Previous studies on the diffusion of VFRs has shown various barriers impeding adoption. Lee
et al. (2022) revealed two categories hindering the adoption: technical concerns and personal
concerns. Technical concerns encompass consumer anxiety of whether the intervention will
provide a desirable experience. Further, personal concerns pertain to consumer insecurities
about the time and effort needed to learn the technology and the need to input body metrics
(Lee et al., 2022). In addition, Gustafsson (2021) emphasizes the fact that determination of fit
is subjective in nature, as a factor impeding adoption of VFRs. Hence, the author explains
that consumers may perceive a correct recommendation from the VFR as a non fit, due to
personal preferences.
2.2.1 Resistance Theory
When investigating the barriers that influence consumers' decision to adopt or reject VFRs,
resistance theory provides a relevant perspective. As previously mentioned, consumer
resistance constitutes a significant factor in explaining technology failure, and can assume
both passive and active forms amongst individuals (Antioco & Kleijnen, 2009). Ram and
Sheth (1989) accentuate that consumer resistance to innovations can be divided into
functional barriers and psychological barriers. The authors suggest that, in order for an
innovation to reach success, overcoming both functional- and psychological barriers is
crucial. These two types of barriers are widely recognized as the most significant factors in
explaining consumers' reluctance to embrace technological innovations (Herbig & Day,
1992).
Functional barriers arise as people evaluate the consequences of adoption (Antioco &
Kleijnen, 2009). Functional barriers can be divided into three categories: usage barriers, value
barriers and risk barriers. The former category, usage barriers, occurs when an individual
encounters situations where the new innovation is in conflict with existing usage patterns or
habits. The authors emphasize that consumers tend to favor established practices, hence to
gain acceptance an innovation must provide significant value. Usage barriers thus contribute
to the explanation of why new innovations tend to have a relatively long development process
before gaining consumer acceptance (Ram & Sheth, 1989).
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The second category of functional barriers, value barriers, refers to the notion that if an
innovation does not offer additional value over existing innovations, incentives for consumers
to change does not exist (Ram & Sheth, 1989). The latter category of functional barriers, risk
barriers, is considered as a severe impediment for consumer adoption of technologies. Almost
exclusively, all innovations involve some degree of risk (Ram & Sheth, 1989). In turn, Ram
and Sheth (1989) emphasize that this risk causes individuals to avoid new innovations until
they learn more about it. There exists several risk dimensions, and one dimension that is
highlighted by Ram and Sheth (1989) is performance risk. This category of risk is referred to
as the difficulty amongst individuals to grasp the functionality of the innovation due to the
arisement of several insecurities. In these situations incomplete information is a significant
factor (Ram & Sheth, 1989).
In accordance with Antioco and Kleijnen (2009) psychological barriers arise when users
experience conflicts with prior beliefs. Other studies have referred to psychological barriers
as arising when the perceived attributes of an innovation causes psychological conflicts or
problems for consumers (Heidenreich & Handrich, 2015). Ram and Sheth (1989) divides
psychological barriers into two categories: tradition barriers and image barriers. The former
is referred to as the notion that individuals tend to experience discomfort when a deviation
from established tradition occurs. The authors emphasize that traditions are deeply embedded
in society and challenges to these can result in strong reactions from consumers, including
negative word-of-mouth and boycotts. The latter category of psychological barriers, image
barriers, highlights that the possession of an unfavorable image can negatively influence
adoption intentions of technology (Ram & Sheth, 1989).
In addition to the functional- and psychological barriers emphasized by Ram an Sheth (1989)
a third category, situational barriers, forms the theoretical framework of this thesis. This
category is supported by previous research that has indicated that context specific factors
such as facilitating conditions affect consumers’ resistance to technology (Lu et al., 2019).
Based on these findings, identified by Lu et al. (2019), a description of situational barriers has
been formulated for this thesis: Situational barriers arise due to a specific situation or context
that hinder individuals from adopting the technology.
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3. Method
The aim of this chapter is to enhance the reliability and transparency of the study by
describing how the study has been conducted and justifying the choices made. The first
section presents the research design employed in this thesis. Thereafter, a discussion of the
data collection is presented, followed by an explanation on how the data was processed and
analyzed. Finally, the research quality of this thesis is discussed.
3.1 Research Design
This thesis aims to create an understanding of the drivers and barriers that influence the
adoption or rejection of VFRs. As this implies understanding consumers’ perceptions and
opinions of VFRs, a qualitative research design is suitable (Bryman & Bell, 2017). The
qualitative research design is further justified by the desire to create new insights regarding
consumer adoption or rejection of VFRs, rather than testing already existing knowledge. In
accordance, Bryman and Bell (2017) emphasize that a qualitative research design allows for
flexibility and openness to the perspectives of interviewees.
The research design of this thesis takes an abductive approach. The abductive research
approach is a combination of the inductive- and deductive research approaches and entails
continuous switching between theory and empirical data (Patel & Davidsson, 2019). In
accordance with the abductive approach, the theoretical framework was developed
throughout the entire process of the thesis, which is further discussed in section 3.3 Data
Analysis.
3.2 Data Collection
This thesis is based on primary data. To support the collection of data an iterative approach
was employed. In accordance with Bryman & Bell (2017) the iterative approach involves the
process of refining and making adjustments continuously throughout the research process as
new insights emerge.
3.2.1 Semi-structured Interviews
The data was collected through semi-structured interviews, incorporating a visual elicitation
technique. Using semi-structured interviews is appropriate as it puts emphasis on the
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interviewees own perceptions and viewpoint This is desirable as the thesis aims to understand
consumers’ perceptions and opinions of VFRs. In addition the interview technique is suitable
as it allows for flexibility as well as comparability (Bell & Bryman, 2017). By addressing
predetermined themes, comparability between interviewees was allowed, while keeping the
questions open enough to gain deep understanding of the subjects. Hence, these themes
provided some degree of structure to the interviews, without limiting the interviewees'
thinking. In situations where a new dimension was addressed during the interviews, follow up
questions were raised to create a deeper understanding of the underlying barrier to the usage
of VFRs.
3.2.2 Visual Elicitation
During the interviews interviewees were provided with a link to access a VFR, allowing them
to try out the tool. This technique of visual elicitation refers to the introduction of visual
mediums into interviews, in order to encourage discussion about the interpretation of the
research phenomena (Given, 2008). This is suitable as VFRs are a novel phenomena and
knowledge about the tool is limited. Furthermore, this technique is appropriate as it allows for
observation of potential obstacles encountered by the interviewees in respect to the
functionality of the VFR.
The selection of a suitable VFR for the interviews was influenced by two factors. First, since
VFRs are a fairly new phenomena that is not widely implemented in Sweden, the choice was
based on availability. Second, since this thesis examines consumer adoption of VFRs in
Sweden, it is considered important not to use a VFRs that differs extensively from the VFRs
offered in Sweden. Thus, a VFRs that has clear similarities with the tools that are currently
available in the Swedish market was chosen. With these factors in consideration, a VFR
providing the consumer with a customized size recommendation was chosen. The size
recommendation provided by the tool is based on a body scan consisting of two pictures of
the consumer from different angles. Below the functionality of the VFR chosen for this thesis
is introduced step by step.
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Figure 1: Virtual Fitting Room
3.2.3 Sampling Strategy
For this thesis, 15 interviews were conducted with women between the ages of 18 and 29
who regularly purchase fashion apparel online. The rationale behind this selection is that
women within this specific age span constitute the segment that causes the most online
returns in Sweden (Postnord, 2022). Since this study focuses on VFRs in relation to online
returns, investigating this particular segment is relevant.
The sampling strategy is based on a snowball selection technique. In accordance with
Bryman & Bell (2017) this technique involves initially selecting a small group of people who
are relevant for the research questions, and then asking them to recommend other participants
who possess relevant experiences or traits for the inquiry. The first step in the sampling
strategy was to establish the selection criteria. Three selection criteria were established: 1).
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Women, 2). Age 18-29, 3). Frequent purchasers of fashion apparel online. Using these
criteria, interviewees were selected based on their ability to contribute to enhance the
understanding of the drivers and barriers influencing adoption of VFRs. Initially, three
interviewees that fulfilled the criteria were contacted and interviewed. After the performance
of each interview, the interviewee was asked to recommend an individual fulfilling the above
criteria. Hence, the sampling increased along with new suggestions. This continued until
saturation was reached, which resulted in a total of 15 interviews.
Table 1. Interviewees
3.2.4 Pilot Interview
For this thesis two pilot interviews were conducted to ensure that the questions were properly
understood, avoid confusion and reduce the risk of bias in the questions (Bryman & Bell,
2017). Patel och Davidsson (2019) emphasizes that pilot interviews serve as a good
preparation for conduction of interviews. Based on the feedback that arised, novel issues
were addressed and the interview guide was revised. The adjustments included both
reformulation of questions as well as reduction of the scope and number of questions. The
empirical data generated from the pilot interviews were excluded from the data analysis. This
since the pilot interviews were primarily used as a preparation for the conduction of
interviews.
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3.2.5 Interview Guide
To ensure the provision of valuable data and establish favorable conditions for thematic
analysis, a pre-designed interview guide was used as the basis for the semi-structured
interviews. The interview guide was divided into 4 main themes: consumer behavior, return
behavior, personality traits and sustainability, and virtual fitting rooms. Based on these
themes, sub-questions related to each theme were developed. The purpose with these
questions was exclusively to provide support to the predefined themes. Therefore, not all
questions were addressed during the interviews. The questions within each theme were
open-ended to facilitate flexibility in the interviewees’ answers (Bryman & Bell, 2019). Thus,
the interviewees were given large freedom to formulate their answers within the scope of
themes. Hence, the interviews were conducted with a low degree of structure to allow for
flexibility and the opportunity to discover new dimensions.
3.2.6 Conduction of Interviews
In the conduction of interviews several practicalities have been thoroughly considered to
enhance the reliability of the thesis. With reliability in consideration, the interviews were
conducted face to face. This since face-to-face interviews tend to be more fruitful as they
enable interpretation of the social context (Bryman & Bell, 2017). Further, to facilitate that
the interviewees spoke unhindered, all interviews were conducted in the interviewees native
language, Swedish. Hence, all quotes have been translated. The translations have been
performed with high precision and only smaller modifications have been made to increase the
readability.
Before the interviews were initiated interviewees were informed about ethical considerations.
Initially, the interviewees were provided with a clarification that the data gathered in the
interview will solely be used for the purpose of this study. Further, the interviewees had to
give their consent to the interviews being recorded and transcribed. Additionally, the
interviewees were informed that their participation is anonymous.
When addressing the fourth theme in the interview guide, virtual fitting rooms, visual
elicitation was used. Whilst the interviewees were trying out the VFR, they were observed
and notes were taken. To prevent biasing the interviewees' answers, the point in time for
introducing the VFR is crucial. Therefore, the tool was purposely introduced after having
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addressed the previous three themes; consumer behavior, return behavior, and personality
traits and sustainability.
3.3 Data Analysis
All interviews conducted were recorded and transcribed. According to Patel and Davidsson
(2019) converting the recorded data into written text facilitates the processing and analysis of
the collected material. As an initial step to organize the data, keywords that summarized the
content of different parts of the interviews were attached as notes using the comment function
provided by Google Drive.
Once the transcription of interviews was completed, the data was analyzed using thematic
analysis. Braun and Clarke (2012) describe thematic analysis as the process of systematically
organizing data into patterns by searching for underlying themes in the data set. This allows
for the identification of themes that can later be related to broader theoretical or conceptual
issues (Braun & Clarke, 2012). Several themes were identified in relation to the two research
questions posed by the thesis. The identified themes of barriers and drivers for adoption of
VFRs were further grouped into categories based on their underlying cause. The process of
data analysis is illustrated by the following table exemplifying how the analysis of barriers
was conducted. Similar thematization technique was used for analyzing drivers.
20
Table 2: Data Analysis
As previously mentioned, this thesis is characterized by an abductive approach. This was
shown not least in the process of thematization. The categorization of themes was initially
based on Ram and Sheth´s (1989) distinction of functional- and psychological barriers.
However, as the empirical data was analyzed some dimensions could not be accounted for by
the two categories. Therefore the theoretical framework was complemented with a third
category of barriers, situational barriers, in order to create an understanding of the empirical
findings. This category is supported by previous research that has found that context specific
factors influence adoption of technology.
3.4 Research Quality
To assure the research quality of this thesis Lincoln and Guba's (1985) criteria for qualitative
studies has been considered. The authors refined the concept of trustworthiness by suggesting
four alternative criteria to the established quantitative concepts of validity and reliability:
credibility, transferability, dependability, and confirmability.
21
The first criteria, credibility, refers to the degree to which the result of the research can be
trusted (Bryman & Bell, 2017). This criteria was operationalized through continuously
summarizing the interviewees answers and asking them whether the interpretation was
accurate. This was done to avoid potential misinterpretations and allowed the interviewees to
modify their answers to assure that their answers were properly understood. This aligns with
what Lincoln and Guba (1985) describes as member-checking, aiming to test the
interpretations with the participants. Further, credibility was considered through dual analysis
meaning that both researchers have analyzed the results. This allowed for dual interpretation
before conclusions were drawn.
The second criteria, transferability, refers to whether the results can be transferred to other
situations and contexts (Bryman & Bell, 2017). The criteria was considered by the provision
of rich and specific descriptions of the research phenomena. This aligns with Lincoln and
Guba’s (1985) concept of thick description, aiming to facilitate the process of accessing the
extent to which the results can be transferred to other contexts. In this thesis this is
exemplified by the inclusion of an illustrative description of the specific VFR used for this
thesis, provided in section 3.2.2. The inclusion of an illustrative figure of the VFR provides
the reader with an overall understanding of the tool used. Hence, the reader can draw
conclusions on whether the results generated in this thesis can be transferred to other VFRs.
The third criteria, dependability, refers to the extent to which the same results can be obtained
if the research was repeated (Lincoln & Guba, 1985). This has been operationalised through
the provision of a thorough and transparent description of the methodology employed in this
study. In accordance with Lincoln and Guba (1985) this allows the reader to examine the
research process.
Finally, the forth criteria, confirmability, refers to the extent to which the findings are
connected to the empirical data, rather than shaped by the researchers values and biases
(Lincoln & Guba, 1985). This criteria has been considered by continuously demonstrating
how decisions have been made. To exemplify, the data analysis was demonstrated by the
provision of an illustrative figure, clearly demonstrating the approach for analysis. In
accordance with Bryman and Bell (2017) this contributes to the objectivity of the research.
22
4. Empirical Findings
This chapter is divided into two main sections based on the two research questions of this
thesis. The first section, presenting different themes of drivers identified in the interviews, is
further divided into two categories: intrinsic- and extrinsic motivation. The second section,
presenting different themes of barriers identified in the interviews, is grouped into three
categories; functional-, psychological- and situational barriers. Based on the empirical
findings, the following figure has been conducted summarizing the drivers and barriers for
each category.
Figure 2: Empirical Findings
4.1 Drivers for adoption of VFRs
In total, this thesis has identified six drivers encouraging adoption of VFRs. These drivers are
divided into two categories: intrinsic motivation and extrinsic motivation. Two drivers rooted
in intrinsic motivation have been identified: enjoyment and sustainability values. Further, four
drivers rooted in extrinsic motivation have been identified: superior solution, ease of use,
incentives and social influence.
23
4.1.1 Intrinsic Motivation
Enjoyment
One identified driver for adoption of VFRs is the enjoyment derived from utilizing the tool.
Several interviewees expressed that they found it enjoyable to use VFRs and that the tool
would enhance the pleasure derived from their online-shopping-experience. The driver of
enjoyment can be exemplified by interviewee 1 expressing: “ I thought it was fun, I laughed
when I used it”. Furthermore, interviewee 4 confirmed this by expressing: “this was
definitely a more entertaining way of finding my size than what I am used to”. This reasoning
highlights the enjoyment derived from using the tool, acting as a driver for adoption.
Sustainability Values
It was evident that sustainability values constitute a factor driving adoption of VFRs. Some
interviewees expressed significant concerns about the wide-spread environmental issue of
online returns in today’s society. As a result, interviewees were motivated to use the tool due
to the feeling of making sustainable choices. This was exemplified by interviewee 12
expressing: “Since I consider myself sustainability concerned, this tool would allow me to
make sustainable choices, which of course feels good”. Hence, sustainability values act as a
driver for adoption of VFRs due to the feelings derived from making sustainable choices.
4.1.2 Extrinsic Motivation
Superior Solution
One driver encouraging adoption of VFRs is the perception of the tool as a superior solution,
providing the user with more benefits than currently available tools. Several interviewees
emphasized that they would utilize the tool if it offered unique features, not offered by
already existing tools. It was further suggested that one such feature could be the possibility
to virtually try on clothes, to see what the garments looked like on their body. In line with this
reasoning interviewee 3 expressed: “I would have considered this solution to be great if it
allowed me to see the clothes on. Then I would certainly use it. But if it only provided me
with a size-recommendation, I would not consider it good enough.” Moreover, with regards
to this, interviewee 7 stated: “I would certainly consider using this kind of tool if it allowed
me to see how the clothing fits my body.” This reasoning emphasizes the perception of the
tool as a superior solution as a factor driving adoption of VFRs.
24
Ease of Use
Numerous interviewees emphasized that a driver for adoption of VFRs is that the tool is
quick and easy to use. This was exemplified by interviewee 15 expressing: “For me, a crucial
factor for using this kind of tool is convenience, I want my purchase to be quick.”
Furthermore, in line with this reasoning, interviewees indicated that they would be more
likely to adopt the VFR, if it allowed them to save the body-scan, thereby eliminating the
need to repeat the procedure every time they purchase an item. This was exemplified by
interviewee 14 expressing: “If the body scan had to be performed for each product
considered, I would consider it as too inconvenient.” This sheds light on ease of use as a
crucial factor driving adoption of VFRs.
Incentives
Some interviewees stated that incentives, provided by companies, constitute a driver for
adoption of VFRs. Interviewees suggested that companies can incentivize adoption of VFRs
by providing other benefits to consumers, such as discounts or free returns for customers who
use the tool and encounter size issues. This was exemplified by interviewee 15 expressing:
“If the company said that if you use the virtual fitting room and the items don't fit, then you
get your money back, I would have actually been motivated and felt that I had received some
incentive to try it out.” This reasoning emphasizes the provision of external incentives as a
driver for adoption of VFRs.
Social Influence
Another driver encouraging adoption of VFRs is social influence. Some interviewees stated
that the adoption of the tool could positively contribute to how they are perceived by others.
Specifically, it was emphasized that adoption of the tool could result in others perceiving
them as more innovative. In line with this reasoning interviewee 2 expressed:“ One appears
to be more up to date with technologies, smart and digital.” This exemplifies social influence
as a driver for adoption of VFRs.
4.2 Barriers for Adoption of VFRs
In total, this thesis has identified eleven barriers impeding adoption of VFRs. These barriers
are divided into three categories: functional-, psychological-, and situational barriers. Four
functional barriers for adoption of VFRs have been identified: lack of additional value,
25
doubts of accuracy, time consuming and established shopping habit. In addition, four
psychological barriers have been identified: negative preconceptions of size guides, lack of
personalisation, body anxiety and privacy concerns. Lastly, three situational barriers
impeding the adoption of VFRs have been identified: Location constraint, contextual
constraint and lack of visibility.
4.2.1 Functional Barriers
Lack of Additional Value
One of the identified barriers for adoption of VFRs is the lack of perceived additional value.
Almost all interviewees expressed that they did not think that the VFR offered any extra
benefits, beyond the already available solutions, such as size charts, product descriptions and
reviews. This reasoning aligns with interviewee 4 stating that: “If the VFR only provides a
size recommendation, then I could just as well measure myself”. In addition, interviewee 14
expressed similar concerns stating: “This particular tool did not bring me any new insights.”
This reasoning highlights that if consumers do not perceive the tool as offering additional
value, resistance to adopt the technology occurs. Hence, lack of additional value acts as a
barrier impeding adoption of VFRs.
Doubts of Accuracy
Additionally, doubts of accuracy were identified as a potential factor impeding adoption of
VFRs. Interviewees emphasized several factors that all contributed to doubts of accuracy.
These doubts refer to an overall skepticism towards the potential of the VFR to provide a
correct size recommendation. The first factor contributing to accuracy concerns was the
clothing worn during the body scanning process. Interviewees emphasized that there was a
lack of information regarding what to wear when conducting the body scan. Thus, numerous
interviewees wore loose-fitting clothes when trying the VFR, which caused doubts regarding
the potential of the tool to provide interviewees with a precise size recommendation. This
was exemplified by interviewee 15 expressing: “I’m thinking, now that I have a large shirt
on, will it really be accurate.”
The second factor that caused accuracy concern amongst interviewees was the perception of
the tool being too generic. Numerous interviewees expressed doubts regarding the ability of
the VFR to accommodate unique body charateristics. With regards to this, interviewee 2
26
expressed: “I know that I have long legs, big thighs and a narrow waist, and then it almost
always goes wrong. So no, I wouldn't trust that it would be right. I think it is too general”.
Hence, interviewees raised doubts of the potential of the VFR to provide an accurate size
recommendation that considers their unique body characteristics.
The third factor contributing to interviewees experiencing doubts of accuracy was the
perceived difficulty to grasp the functionality of the VFR. In accordance with this interviewee
5 emphasized: “I feel some skepticism about this. How is it supposed to depict my size and
body type with only two pictures?” Further, when interviewees were asked whether they
would trust the size recommendation provided by the VFR, interviewee 12 expressed doubts,
stating: “I prefer to understand how things work before using them, and in this case, I think
the process went a bit too fast.” Hence, the lack of understanding of the underlying
functionality of the VFR, caused interviewees to question the performance of the tool, and
hence its accuracy.
Time-consuming
Another barrier for adoption of VFRs is the perception of the tool as being time-consuming.
Several interviewees emphasized that a fast and seamless shopping experience is of great
importance when buying clothes. They further stated that additional steps that must be
completed before purchase are often perceived as burdensome and time-consuming, causing
them to avoid them whenever possible. Some of the interviewees specifically stated that time
constraints constitute one of the main reasons why they refrain from using size charts
provided by companies. This was exemplified with interviewee 3 stating: “Even when the
company has a size guide with different measurements, I rarely bother to pick up a measuring
tape to measure myself”. In line with this reasoning, interviewee 10 also emphasized time as
one of the factors that could hinder usage of VFRs: “ It sounds super silly because it didn't
take that long, but all extra steps before purchase I would perceive as complicated and
inefficient”. This reasoning accentuates the perception of the tool as being time-consuming,
acting as a barrier impeding adoption of VFRs.
Established Shopping Habit
Another barrier impeding adoption of VFRs is the interviewees’ habit to try on and purchase
clothes in-store in situations where they prioritize finding the correct size. With regards to
this interviewee 1 expressed: “I like to make more complicated and expensive purchases
27
physically to be able to try the garment on and see how it fits. I want to ensure that it will be
right from the beginning.” This exemplifies the habit of trying on and purchasing clothes in
physical stores when prioritizing finding the correct size.
Furthermore, several interviewees emphasized that buying clothes in-store is associated with
additional benefits, besides finding the correct size, which contributes to the continued habit
of buying in-store. One advantage that was commonly referred to, was that shopping in-store
provided them with pleasure and enjoyment. In accordance, interviewees 6 expressed: “I
think that if it is possible to try the garment in store I would always prefer that. I think that
there is something more to shopping for clothes than just doing it purely instrumentally.” This
reasoning highlights why consumers tend to maintain their habit of shopping in physical
stores due to the additional advantages offered by this experience.
4.2.2 Psychological Barriers
Negative Preconceptions of Size Guides
One of the psychological barriers identified is negative preconceptions of size guides. Several
interviewees emphasized that they had negative experiences with different size guides in the
past, since they rarely turned out correct. In line with this interviewee 2 expressed: “I rarely
use the size guides provided, as they usually do not turn out correct”. This previous negative
experience with size guides was further emphasized by interviewee 13 expressing: “I usually
don’t trust the recommendation provided by size charts. I am aware that I am 182 cm tall and
then the outcome rarely turns out correct.” Hence, interviewees emphasized a general distrust
in size guides, which caused them to question the potential of VFRs in offering improved
results.
Lack of Personalisation
Another psychological barrier identified in this thesis is the perception of the tool as lacking
personalisation. Several interviewees expressed concerns regarding the tools failure to
consider individual preferences. Interviewees emphasized that fashion, at its core, is driven
by personal taste, hence some people might prefer an oversized fit, whilst others prefer a
slimmer fit. Consequently, interviewees emphasized that even if VFRs provided them with an
accurate size recommendation, it does not imply that the size aligns with the individual's
preferences, as VFRs might hold different opinions regarding what constitutes a proper fit for
28
a garment. In accordance, interviewee 7 emphasized that: “Even if the VFR thinks a certain
size would fit me, I might feel that I want my jeans to be looser, or tighter. So the tool might
have completely different opinions about what is a good size than I have.” Furthermore,
similar concerns were expressed by interviewee 8 stating: "It all depends on how you want it
to fit. Just because a computer recommends a size, it doesn't mean that's how I want the
garment to fit me.” This reasoning emphasizes the perception of the VFR as lacking
personalisation as a barrier impeding its adoption.
Body Anxiety
Another barrier hindering the adoption of VFRs is the perception of the VFR as provoking
body-anxiety. Several interviewees explained that various factors contributed to them feeling
uncomfortable in utilizing the tool.
One of the factors emphasized was that interviewees experienced it as psychologically
distressing to receive a size recommendation from the VFR. This was exemplified by
interviewee 9 expressing: “It feels terrible that a computer should tell you what size you are,
it might recommend a number that I don't find flattering at all.” In line with this, interviewee
11 described her own experience of the issue from having previously worked in a clothing
store: “I know how sensitive it can be among customers to be told that they should go up a
size. With all the complexes that exist, I want to know for myself what size I am, I don't want
someone to tell me that I am a size large, medium or small.” This reasoning emphasizes that
that distress arose amongst consumers due to the fear of the VFR recommending a size that
did not feel flattering or did not align with their own perception of their body.
Another contributing factor to interviewees experiencing the tool as anxiety provoking is the
experienced discomfort generated by posing and being exposed to pictures of themself from
unflattering angles. With regards to this interviewee 3 expressed “As a woman, I don't think it
was super nice to see myself in a front cam when I don’t wear make-up, my hair is disheveled
and I am in my leisure wear. And this is usually how I look when I shop for clothes online.”
This exemplifies the discomfort arised from posing and being exposed to pictures from
unflattering angles as a factor contributing to body anxiety.
29
Privacy Concern
Additionally, privacy concern was identified as a psychological barrier impeding adoption of
VFRs. Several interviewees expressed insecurities about how the images captured by VFRs
are processed and stored, with many raising concerns about the integrity of personal data. In
line with this, interviewee 7 expressed: “My immediate concern was; where are these pictures
stored? The handling of these pictures wasn’t clear to me. So privacy issues are of concern, as
the images reveal some information about my appearance.” Consistent with this reasoning
interviewee 9 expressed: “One concern for using the tool is the policies regarding storage of
the images. I would say that this is my biggest concern.” Thus, uncertainty regarding storage
of the pictures caused privacy concerns, which made interviewees hesitate to utilize the tool.
Furthermore, it was emphasized that if interviewees had distrust for the company providing
the VFR, they would refrain from utilizing the tool out of privacy concerns. Interviewees
stated that they are unwilling to provide the company with personal information if they did
not believe that the company is reliable. In accordance with this, interviewee 10 expressed: “I
wouldn’t conduct the body-scan if it was a shady website. I would never risk that. So, the
credibility of the website would be crucial for me.” Hence, distrust for the company
providing the tool caused privacy concerns, acting as a barrier for adoption.
4.2.3 Situational Barriers
Location Constraint
One of the situational barriers impeding adoption of VFRs is location constraints. Throughout
the interviews it was revealed that interviewees often order online when they are in places
where they are unable to conduct a body-scan, making the location from where consumers
order online a barrier to adoption of VFRs. In line with this, interviewee 8 expressed: “One
obstacle I see with the tool is that you have to be in a place where you can set up the camera
and take a picture of yourself. You might be sitting on the bus and ordering and in these
situations it might not be so easy to set up the camera.” Furthermore, besides the practical
aspect of the location, several interviewees emphasize that it would not feel appropriate to
conduct the scanning in front of a lot of people. This was exemplified by interviewee 11
expressing: “It feels like a requirement to perform the body scan at home in a quiet
environment. I would not feel comfortable conducting the body scan in a public environment
30
with a lot of people watching.” This reasoning accentuates the location from where
consumers order online as a barrier impeding the adoption of VFRs.
Contextual Constraint
Another situational barrier to adoption of VFRs is that interviewees perceive companies’
return processes as seamless and thus do not feel the need to adopt VFRs. Many interviewees
stated that they usually order multiple sizes when unsure of the correct size. The reason for
this behavior is referred to the fact that the return processes are often very convenient,
making them reluctant to invest time in finding the right size pre-purchase.
This thesis identifies three factors contributing to this seamless return process. The first factor
contributing to the seamless experience of companies' return processes, include the provision
of free return options. In line with this, interviewee 1 emphasized: “I always check if returns
are free, because if it is not I would never order multiple sizes of the same garment.” The
second factor highlighted, contributing to the seamless return process, was the option to pay
by invoice using Klarna, as this implies that you do not have to wait for your money to be
refunded while the return is being processed. With regards to this interviewee 11 expressed:
“I often buy multiple sizes of an item because it's convenient. With Klarna for example, I
don't have to spend the money before I have received the items and know if it fits. If I had to
pay immediately, I would probably be more concerned about finding the right size before
making the purchase.” Lastly, the third factor mentioned, contributing to the seamless return
process, was the inclusion of return labels in the order package. This was exemplified by
interviewee 6 expressing: “Sometimes I find the return process a little too simple. When the
return label is included in the package I find it specially convenient. Then it's just to fold up
the package and hand it in again. I think that this convenience causes me to order more items,
as well as returning more items.” These three factors contribute to interviewees experiencing
companies’ return processes as seamless, hence acting as a barrier to adoption of VFRs.
Lack of Visibility
This thesis discovered lack of visibility as a situational barrier impeding the adoption of
VFRs. Several interviewees expressed confusion about where they should click in order to
access the VFR. Some interviewees expressed that they thought that the button to access the
VFR referred to a traditional size chart, and thus did not click on it. In line with this,
interviewee 11 expressed ” Not very good marketing for the tool’s existence, one could have
31
easily mistaken it for a regular size chart”. Further, several interviewees never managed to
access the VFR and thus had to receive guidance from the interviewer. With regards to this,
interviewee 4 expressed, “I found it difficult to locate. It would have been helpful if it said
“Virtual Fitting Room Try On” or something similar”. This exemplifies that lack of visibility
acts as a barrier for adoption of VFRs.
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5. Discussion
This chapter is divided into two main sections based on the two two research questions. The
first section, drivers for adoption of VFRs, is further divided into two categories: intrinsic and
extrinsic motivation. The second section, barriers for adoption of VFRs, is divided into three
categories: functional-, psychological, and situational barriers. In each section, the findings
are discussed in relation to the theoretical framework employed in this thesis.
5.1 Drivers For Adoption of VFRs
As indicated above, this study suggests two drivers rooted in intrinsic motivation that
encourage adoption of VFRs: enjoyment and sustainability values. Furthermore, as shown,
the study suggests four drivers rooted in extrinsic motivation that encourage adoption of
VFRs: superior solution, ease of use, incentives and social influence.
5.1.1 Intrinsic Motivation
The first driver, enjoyment, pertains to the perceived joy and pleasure derived from utilizing
the tool. This driver is rooted in intrinsic motivation as it relates to the inherent satisfaction of
using the tool, rather than a specific outcome. Hence, it aligns with the definition of intrinsic
motivation suggested by Deci and Ryan (2020). This driver has previously been suggested as
a factor driving adoption for VFRs (e.g Lee et al., 2022 ; Lee et al., 2019). Further, enjoyment
has not only been proposed as an important factor driving adoption of VFRs, but rather for a
variety of innovations (e.g., Davis et al. 1992; Trevino et al., 1992).
The second intrinsically motivated driver, sustainability values, refers to an individuals'
motivation to use VFRs based on the positive feelings derived from the alignment with their
sustainability values. Hence, it relates to Deci and Ryan's (2020) description of intrinsic
motivation. As shown, this thesis indicates that sustainability values amongst consumers
drive adoption of VFRs as the tool allows them to make decisions that align with their values
and beliefs. In accordance with Deci and Ryan (2020), making choices that align with one’s
values and beliefs fosters a feeling of autonomy, which in turn drives intrinsic motivation.
Hence, it can be argued that adopting VFRs can be driven by an intrinsic motivation to make
decisions that align with an individual’s sustainability values. This finding is not frequently
33
suggested in studies investigating adoption of VFRs, making it an interesting contribution of
this thesis.
Altogether, as discussed, this thesis has identified two drivers rooted in intrinsic motivation:
enjoyment and sustainability values. However, the findings indicate that the adoption of
VFRs is not solely driven by intrinsic motivation, rather various factors rooted in extrinsic
motivation also influence the adoption of VFRs.
5.1.2 Extrinsic Motivation
The first extrinsically motivated driver for adoption of VFRs identified, superior solution,
refers to the perception of the tool as offering more benefits compared to currently existing
tools. Hence, this driver relates to the extrinsic desire amongst consumers to attain an
improved outcome by adopting VFRs, and therefore constitutes a driver rooted in extrinsic
motivation (Deci & Ryan, 2020). Similar findings have commonly been conveyed in previous
studies investigating technology adoption for a variety of domains (e.g., Kwon et al., 2000;
Lule et al., 2012). Further, the finding aligns with Lee at el. 's (2022) finding of utilitarian
benefits, which refers to the perceived consumer usefulness as a factor influencing adoption
of VFRs.
The second extrinsically motivated driver towards adoption of VFRs identified, ease of use,
relates to the perception of the tool as convenient and simple to use. Thus, this driver is
motivated by the desire to attain a certain outcome in a convenient way, aligning with the
definition of extrinsic motivation introduced by Deci and Ryan (2020). The finding is
consistent with previous studies investigating VFRs, which indicate that perceived ease of
use plays an important role for adoption of VFRs (Li & Xu, 2020; Lee et al., 2019). Further,
this finding is not limited to the adoption of VFRs, rather it has been suggested as a driver for
adoption of different technologies (e.g., Kwon et al., 2000; Lule et al., 2012).
The third extrinsically motivated driver found in this thesis was incentives provided by online
retailers. The driver refers to the provision of incentives, such as discounts or free returns, to
encourage consumer adoption of VFRs. Hence, the driver is extrinsically motivated by the
consumer desire to attain an external reward (Davis et al., 1992). One possible explanation
for the prominence of this driver could be the limited perceived need for the intervention
34
amongst consumers. The empirical findings in this thesis suggest that consumers found the
current return process as seamless, leading to a low necessity for adopting VFRs.
Consequently, it can be argued that the adoption of VFRs can be driven by the provision of
incentives by online retailers.
The fourth extrinsically motivated driver identified in this thesis is social influence. The
driver pertains to the reward of being perceived as innovative and up to date with
technologies by others through adoption of VFRs. Hence, the driver is motivated by the
desire to attain an external reward, as emphasized by Davis et al. (1992). In accordance with
this result, social influence was identified as a driver by Huang and Qin (2011), investigating
adoption of VFRs. Furthermore, the factor has been identified by Lu et al. (2019)
investigating factors driving technology adoption.
Taken together, as discussed, this thesis has identified four drivers rooted in extrinsic
motivation: superior solution, ease of use, incentives and social influence. This section has
discussed drivers for adoption of VFRs. In the following section barriers hindering the
adoption of VFRs will be discussed.
5.2 Barriers for Adoption of VFRs
As shown, this thesis has identified four functional barriers to adoption of VFRs: lack of
additional value, doubts of accuracy, time-consuming and established shopping habit. In
addition, four psychological barriers have been identified: Negative preconceptions of size
guides, lack of personalisation, body anxiety and privacy concern. Lastly, three situational
barriers impeding the adoption of VFRs have been identified: location constraint, contextual
constraint and lack of visibility.
5.2.1 Functional Barriers
One of the functional barriers impeding adoption of VFRs is the perception of lack of
additional value provided by the VFR. Our findings show that there was insufficient
motivation to adopt VFRs since it did not offer any new features compared to the tools that
are already available, such as size guides. This reasoning aligns with what Ram and Sheth
(1989) describes as a value barrier.
35
Another functional barrier was doubt of accuracy. This barrier pertains to consumers’
skepticism towards the potential of the VFR to provide a correct size recommendation. The
findings uncovered several dimensions of accuracy doubts, with one of the most prevalent
being the perception of the tool as being overly generic. This perception caused distrust
amongst consumers for the tools ability to generate a personalized and accurate size
recommendation. This barrier is consistent with Lee et al., (2022), suggesting technical
concerns as a factor hindering adoption of VFRs. Various factors could explain the accuracy
doubt experienced by consumers. One potential explanation is that consumers find it
challenging to grasp the underlying functionality of the VFR. This aligns with Ram and
Sheth´s (1989) reasoning that individuals tend to question the performance of an innovation
when they face difficulties in comprehending its underlying functionality. This is further
referred to as perceived complexity which relates to the difficulty in understanding the idea of
the innovation (Cham et al., 2021). Further, it is fair to argue that another potential
explanation for the perceived accuracy doubts can be the fact that VFRs is a novel
phenomena. This novelty causes consumers to question the performance as they are not
familiar with similar techniques.
Another functional barrier identified in this thesis was that consumers perceive it
time-consuming to use VFRs. The findings revealed that the perception of using VFRs as a
time-consuming task causes consumers to refrain from using the tool. It was shown that
consumers value a quick and seamless shopping-experience, hence any additional steps that
impedes this experience are met with resistance. Contrary to the results of this thesis, Lee et
al., (2022) highlight that adoption of VFRs enables time savings. One potential explanation
for the contrasting results could be that different VFRs have been used in the two studies. The
VFR used in this thesis provided a size recommendation, as opposed to the VFR used in the
study conducted by Lee et al., (2022) which allowed consumers to virtually try on garments.
It is therefore reasonable to assume that the use of different types of VFRs may have affected
the results. This indicates that whether consumers perceive VFRs as time-consuming or
time-saving tools might vary with various types of VFRs.
Further, the findings indicate that an established shopping habit constitutes a functional
barrier impeding adoption of VFRs. The results revealed that consumers' ingrained habit of
trying out clothes in-store when they prioritize finding the correct size, inhibits the adoption
of VFRs. This barrier to adoption of VFRs aligns with Ram and Sheth’s (1989) description of
36
usage barriers. This type of barrier occurs when individuals encounter situations where the
new innovations are in conflict with existing habits (Ram & Sheth, 1989). Hence, it is fair to
argue that consumers tend to favor established practices over new ones, which contributes to
the explanation of why customer-usage of VFRs has been low even in the cases when the tool
has been implemented amongst retailers in Sweden, as emphasized by Gustafsson (2021). In
addition, habit has previously been identified as a barrier impeding adoption for a variety of
other innovations (e.g., Yien et al, 2016, Alalwan et al, 2015). Hence, established habit as a
barrier for adoption is not unique for the adoption of VFRs.
Altogether, as discussed, this thesis has identified four functional barriers impeding adoption
of VFRs: lack of additional value, doubts of accuracy, time-consuming and established
shopping habit. However, the findings indicate that not only functional barriers impede the
adoption of VFRs. Following, the psychological barriers indicated in this thesis will be
discussed.
5.2.2 Psychological Barriers
As evidenced, the first psychological barrier identified was negative preconceptions of size
guides. The findings revealed that negative experiences with various types of size guides
caused distrust in the performance of VFRs. This reasoning aligns with Antioco and Kleijnen
(2009) emphasizing that psychological barriers impeding adoption of technologies arise when
conflicts arise with consumers' prior beliefs. Hence, it can be argued that negative experience
with size guides have contributed to the belief that VFRs could not provide any better
outcomes, ultimately impeding adoption of the tool.
The second psychological barrier identified in this thesis was lack of personalisation. It was
revealed that the concern about the tool’s failure to incorporate individual preferences
constitutes a factor that hinder the adoption of the tool. Hence, in line Heidrenreich and
Handrich (2015) definition of psychological barriers, the perceived attributes of VFRs caused
psychological problems for consumers, ultimately contributing to the resistance towards
adoption. This finding aligns with Gustafsson (2021) emphasizing the fact that determination
of fit is subjective in nature, as a factor impeding adoption of VFRs.
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The third psychological barrier identified in this thesis was body anxiety. The findings
revealed that the experience of psychological distress when utilizing the tool hindered
consumers from adopting the tool. Hence, the experience of negative emotions causes a
psychological problem that hinders adoption, which aligns with Heidrenreich and Handrich
(2015) definition of psychological barriers. This psychological barrier is not commonly
observed for other technical innovations, nor when investigating barriers for adoption of
VFRs. The distinctiveness of the findings in this thesis can possibly be explained by the
sample selection of women within the age range of 18-29 used in this thesis. It is fair to argue
that this segment is more prone to physical discomfort and body image concerns, due to
social pressures and norms. Hence, this finding may not be representative for a general
population, but rather a strong barrier for young women.
The fourth psychological barrier identified in this thesis was privacy concerns. The findings
revealed that insecurities regarding how the tool stores and manages personal body metrics
act as a barrier impending adoption of VFRs. Thus, in line with Heidenreich and Handrich
(2015) it can be argued these privacy concerns caused a psychological conflict impeding
adoption of VFRs. This finding is consistent with the results presented by Lee et al. (2022)
stating that personal concerns impede adoption of VFRs. Additionally, this finding aligns
with Cham et al. (2021), declaring that perceived privacy risk constitutes a barrier for
adoption of mobile payments. Common for VFRs and mobile payments, is the requirement of
sharing personal information. Hence, it is reasonable to assert that privacy risk is a significant
concern for technologies that involve the omission of personal information.
However, psychological barriers are commonly divided into two categories: tradition barriers
and image barriers (Ram & Sheth, 1989). Yet, in the context of VFRs, these categories appear
to be of less importance. One possible reason for the minor significance of the image could
be that the use of VFRs is primarily done in solitude. Hence, the use of VFRs does not
jeopardize the image of the consumer. With this in consideration, it is fair to argue that the
image barrier might hold greater influence over technologies that are noticeable by people in
the surrounding, as opposed to VFRs. Furthermore, tradition barriers might be less prominent
in the context of VFRs, due to the fast moving nature of e-commerce. Hence, consumers
might not hold strong traditions toward a certain way of shopping.
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Taken together, as discussed, this thesis has identified four psychological barriers impeding
adoption of VFRs: negative preconceptions of size guides, lack of personalisation, body
anxiety and privacy concern. In the following section the situational barriers revealed in this
thesis is discussed.
5.2.3 Situational Barriers
In addition to the functional- and psychological barriers as introduced by Ram and Sheth
(1989), this thesis has identified a third category impeding adoption of VFRs. This since
some of the identified themes could not be categorized as either functional- or psychological
barriers. Therefore a third category emerged. This category of barriers is rarely emphasized in
previous research investigating technology adoption. However, support for this category was
found in previous studies indicating that context specific factors such as facilitating
conditions affect consumers’ resistance to technology. Hence this thesis emphasizes the
importance of not only functional- and psychological, but also situational barriers for
adoption of VFRs.
The first situational barrier identified, location constraint, refers to the challenges to conduct
a body scan in the specific location from which consumers commonly place their orders. The
findings revealed that consumers often perform their online shopping when commuting from
school or work and that it would be infeasible to set up a camera to conduct the scanning in
this specific situation. Hence, this acknowledges that context specific factors affect the
adoption, which aligns with the findings of Lu et al. (2019).
The second situational barrier identified in this study, contextual constraint, refers to the
prevailing circumstances within e-commerce which contributes to the experience of a smooth
and seamless return process. The provision of free returns, opportunity to pay by Klarna and
the inclusion of return labels was emphasized as conditions contributing to a seamless return
process. Altogether, these conditions contributed to lacking motivation amongst consumers to
carry out a thorough evaluation when selecting the appropriate size. One can hence argue that
these context specific circumstances impede adoption of VFRs.
The third situational barrier identified, lack of visibility, refers to the experienced difficulty in
locating the VFR. It is fair to argue that this barrier is dependent on the specific website
39
providing the specific VFR used for this thesis, and hence does not constitute a barrier for all
VFRs. The findings revealed that lack of visibility impedes the adoption of VFRs as
consumers might not be aware of the tools' existence. This aligns with Lee et al. (2020),
emphasizing technology visibility and consumer awareness as significant factors explaining
consumers intention to use VFRs.
Altogether, as discussed, this thesis has identified three situational barriers impeding the
adoption of VFRs: location constraint, contextual constraint and lack of visibility.
40
6. Conclusion
The following chapter presents the conclusion of the thesis and consists of five sections. The
first section demonstrates the main findings of this study. Further, the second section presents
the theoretical contributions of the thesis. Subsequently, the third section presents the
practical implications of the thesis. In the fourth section the limitations of the thesis are
discussed. Lastly, the chapter concludes by raising suggestions for future research.
6.1 Main Findings
The purpose of this study was to create an understanding into the barriers and drivers that
influence the adoption or rejection of VFRs among consumers in the Swedish online fashion
retail market. This thesis clearly indicates that various drivers foster adoption of VFRs. These
drivers can be divided into two categories: intrinsic and extrinsic motivation. The thesis
found two drivers rooted in intrinsic motivation: enjoyment and sustainability values. Further,
the study found four drivers rooted in extrinsic motivation: superior solution, ease of use,
incentives and social influence. Taken together, these drivers show that various factors
encourage the adoption of VFRs.
Further, this study discovered various barriers impeding the adoption of VFRs. These barriers
can be divided into three categories: Functional, psychological and situational. This thesis
found four functional barriers to adoption of VFRs: lack of additional value, doubts of
accuracy, time-consuming and established shopping habit. In addition, this study identified
four psychological barriers: Negative preconceptions of size guides, lack of personalisation,
body anxiety and privacy concern. Lastly, three situational barriers impeding the adoption of
VFRs were found: location constraint, contextual constraint and lack of visibility. Altogether,
these barriers show that numerous factors hinder the adoption of VFRs.
Altogether, this thesis indicates that even though drivers exist for the adoption of VFRs, the
barriers identified appear to explain the low usage amongst consumers, as highlighted by
Gustafsson (2021).
41
6.2 Theoretical Contribution
This study enhances the research field within technological adoption of VFRs through its
theoretical contribution. First, this thesis contributes theoretically by identifying drivers and
barriers specific for the adoption of VFRs. By employing a qualitative research design, this
thesis was able to provide insights that had not previously been addressed by quantitative
studies within the field (e.g., Li & Xu, 2020; Lee et al., 2020; Huang & Qin, 2011). For
instance, the finding of body anxiety and location constraints has not previously been
identified as barriers impeding adoption of VFRs. Likewise, sustainability values have not
previously been identified as a driver for adoption of VFRs. Secondly, in comparison to
previous quantitative studies, this thesis contributes by providing a deep understanding of the
identified drivers and barriers influencing adoption of VFRs. Third, this study contributes
theoretically by highlighting the importance of the situational aspects in adoption of VFRs.
Previously researchers have commonly referred to Ram & Sheth’s (1989) established division
of functional and psychological aspects, when investigating barriers to technology adoption.
This study, however, contributes by suggesting a third category, situational barriers, in
addition to the established divisions. The importance of situational aspects has not previously
been mentioned in the field of VFRs, however Lu et al. (2019) emphasized that facilitating
and contextual factors might influence the adoption of other technologies. Lastly, the barriers
identified in this thesis contribute by providing an alternative explanation to why customer
usage has been low even when implemented amongst online retailers in Sweden, as
highlighted by Gustafsson (2021).
6.3 Practical Implications
In addition to the theoretical contributions, this thesis further holds practical implications. As
previously mentioned, VFRs have potential to reduce the number of returns (e.g., Cullinane,
2019a; Gustafsson, 2021). However, given that customer usage of VFRs has been low
(Gustafsson, 2021), the drivers and barriers discovered in this study can be used to develop
VFRs tailored to consumer needs. The identified drivers and barriers provide companies with
useful insights to overcome consumer resistance and enhance adoption. This in turn, has
potential to result in a more sustainable consumer behavior by facilitating sustainable
choices. By that means, the prevailing return culture, as emphasized by Cullinane (2019a)
might be mitigated. Ultimately, this could reduce online retailers’ return rates and hence the
42
negative environmental externalities caused by this behavior (Bring, n.d; Cullinane, 2019a;
Frei, 2020). This in turn, contributes to achieving the Sustainable Development Goal 12 of
responsible production and consumption (UN, 2023).
6.4 Limitations
The most prevalent limitation of the thesis is that VFRs is a novel phenomena which is not
yet established in the Swedish market. Therefore, the knowledge and awareness of the
intervention amongst interviewees were low and only a few had previously utilized the tool in
a buying situation online. As a consequence, the interviewees’ reasoning and perceptions of
VFRs are hypothetical in nature. It is thus important to acknowledge that this might have
impacted the reliability of the results in this thesis. However, this limitation was addressed by
enabling interviewees to try out a VFR, allowing them to comprehend the overall idea of the
concept.
This thesis was further limited by the sample selection. As the interviews were exclusively
conducted with women within the age span of 18-29 it is relevant to consider that this might
have impacted the results. However, it is fair to argue that the selection is motivated by the
fact that women within the age range of 18-29 constitute the segment that causes the most
online returns in Sweden (Postnord, 2022). Since this study focuses on VFRs in relation to
online returns, investigating this particular segment is deemed relevant.
Additionally, the thesis is limited to investigating a specific type of VFR. However, it is
important to acknowledge that various types of VFRs exist. Hence, it should be noted that
conclusions about VFRs in general can not be drawn. Rather, the thesis exclusively provides
insights regarding the chosen VFR.
Lastly, as previously mentioned, the researchers have been transparent about themselves
when conducting interviews and have therefore provided the interviewees with information
regarding the researchers field of education, namely Corporate Sustainability. This in turn
might have affected the interviewees to portray themselves as more sustainability conscious
than they truly are.
43
6.5 Future Research
As the results in this thesis is limited to the sample selection of women within the age span of
18-29. Therefore, additional research is needed to investigate other consumer segments, as
there might be additional factors influencing adoption and rejection of VFRs amongst these
consumers. Interesting segments to investigate include other age spans and genders. By doing
so it is possible to obtain a richer field of drivers and barriers for adoption of VFRs.
Furthermore, as discussed, the findings are limited to investigating one specific type of VFR.
Therefore, attention is called to future research investigating drivers and barriers for other
types of VFRs, as there might be additional factors influencing adoption of these alternatives.
In addition, as this thesis has employed a consumer perspective to adoption of VFRs, further
research is needed to examine the company perspective. Given that Gustafsson (2021)
emphasizes that only a few retailers have implemented VFRs, it would be interesting to
investigate what factors cause companies’ resistance to VFRs.
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Appendix A: Interview Guide
Information
● Management of interview data
● Recording
● Transcription
● Ethical considerations
Demographics
● What is your name?
● How old are you?
Consumer Behavior
● General buying habits of clothes
○ Elaborate on how you normally shop for clothes
■ How often do you buy clothes?
■ Through what channels do you buy clothes?
● Online vs. offline:
○ When do you buy clothes in a physical store and when do you buy clothes
online?
○ Are there differences between what you shop online vs. in store? If so, what
are the differences?
● Online buying behavior
○ Describe the process of how you go about completing an online clothing order.
(Describe a regular purchase or the most recent purchase).
○ How often do you buy clothes online?
○ At what point in time and at what location do you typically find yourself when
placing clothing orders online?
○ How much time would you estimate that an average online order of clothes
takes for you?
■ Elaborate on the time aspect of buying clothes online.
○ Do you perceive it riskful to purchase clothes online?
■ If so, why?
■ What factors contribute to you experiencing it riskful?
Personality traits and Sustainability
● Do you consider yourself sustainability conscious? Elaborate on this
● Do you consider sustainability aspects when buying clothes online? If so, how?
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● In terms of online returns, how do you approach sustainability aspects?
● Do you like using new technology?
Virtual Fitting Room
● Have you ever heard of Virtual Fitting Rooms?
○ If yes, how?
● Have you ever used a Virtual Fitting Room?
○ If not, do you know approximately how it works?
● Visual Elicitation: Let the interviewee try the Virtual Fitting Room.
○ Observe and document how it goes
First impression:
● How did you experience the Virtual Fitting Room?
● Have you used any similar tools before?
○ If yes, how does this tool differ from the tools you have previously tried?
Drivers:
● What benefits do you think you could obtain from utilizing the tool?
○ Do you think that the Virtual Fitting Room could save you time?
○ Do you think that the Virtual Fitting Room could help you find the correct
size?
○ Would you find enjoyment from utilizing the tool in a buying situation?
Barriers:
● What obstacles do you perceive when it comes to using the Virtual Fitting Room?
● What disadvantages/challenges do you perceive when it comes to using Virtual Fitting
Rooms?
○ How would you consider the user-friendliness of the Virtual Fitting Room?
○ Do you find any concerns with the use of body scanning? Elaborate on this
○ Would you trust the size recommendation provided by the Virtual Fitting
Room? Why/ Why not?
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○ Do you think that the use of Virtual Fitting Rooms would affect how others
perceive you?
○ Would it feel burdensome/inconvenient for you to switch from the current
approach of finding the correct size?
○ Do you think that it would take time for you to learn how to use a Virtual
Fitting Room?
Intention to use:
● Are Virtual Fitting Rooms something you would consider when buying clothes online
in the future?
○ If yes/no, how come?
○ If not, what would convince you to start using the tool?
Concluding questions:
● Is there anything else concerning online purchases, returns and Virtual Fitting Rooms
that we have not asked you about but you think we should know?
● Can you provide us with a recommendation of a person who would be suitable for
interviewing?
○ Criteria: Woman, Age 18-29 & shop fashion online
53