Three-dimensional (3D) body scanning technology, initially used by retailers for in-store customization, has become increasingly accessible to consumers through mobile apps. This technology, often integrated with VTO services, allows for accurate body measurements and personalized online shopping experiences. However, the sharing of body images and measurements raises significant privacy concerns. This study aims to understand how consumer experiences with avatar-based VTO services influence their adoption intention of 3D body scanning technology, considering the inherent privacy risks. The increasing prevalence of mobile 3D body scanning and its integration with VTO services necessitates understanding the potential negative impact of privacy concerns on technology adoption. Furthermore, the interactive features of avatar-based VTO services—perceived control, personalization, and responsiveness—may influence consumer experiences and, consequently, their willingness to adopt 3D body scanning. This research investigates (a) the influence of VTO service experiences on adoption intention and (b) how these experiences mitigate the negative effects of privacy concerns.

The literature review explores three key areas: VTO services in e-commerce, 3D body scanning and mobile 3D scanning technologies, and the privacy calculus perspective on 3D body scanning and body information privacy. Different types of VTO services (photo-based, avatar-based, AR-based) are discussed, highlighting the limitations of photo-based and AR-based approaches for apparel sizing. Avatar-based VTO services are presented as a more suitable solution for online apparel shopping, offering personalized experiences and accurate fit assessments. The review discusses the evolution of 3D body scanning technology, its increasing accessibility through mobile apps, and the integration of this technology into VTO services. The privacy calculus theory is introduced as a framework to understand the conflict between privacy concerns and the potential benefits of adopting 3D body scanning technology. Existing research on consumers' privacy concerns related to 3D body scanning and VTO services is reviewed, emphasizing the lack of research on the mediating role of interactive VTO experiences in mitigating privacy concerns. The stimulus-organism-response (S-O-R) model is introduced as a suitable framework to analyze the relationship between the interactive features of VTO services, consumer experiences, and adoption intention.

An online experiment was conducted using the style.me VTO service platform. This platform was chosen for its avatar-based approach, allowing participants to create personalized avatars using their body measurements and try on virtual garments. The experiment involved three parts: (1) participants created avatars and virtually tried on a jacket using style.me; (2) participants completed questionnaires to measure perceived interactivity (control, personalization, responsiveness) and consumer experience (sensory, affective, intellectual); (3) participants responded to questions about their adoption intention of 3D body scanning technology for VTO services and their body information privacy concerns. The study used a sample of 285 female participants recruited through Amazon Mechanical Turk. Data quality was ensured by screening participants based on their MTurk approval rating and response times, excluding incomplete responses. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the data, assessing the reliability and validity of the measurement model and evaluating the hypothesized relationships between variables. The model's goodness-of-fit was confirmed before examining the direct and indirect effects between variables.

The PLS-SEM analysis revealed several key findings. First, body information privacy concerns negatively impacted the adoption intention of 3D body scanning technology for VTO services (H1 supported). Second, perceived personalization strongly influenced consumer experience, more so than perceived control or responsiveness (H2 supported). Third, consumer experience positively influenced the adoption intention (H3 supported). Fourth, consumer experience mediated the positive effects of perceived control, personalization, and responsiveness on adoption intention (H4 supported). Fifth, body information privacy concerns negatively affected perceived control and responsiveness, but not personalization (H5 partially supported). Sixth, the serial mediation effect was partially supported. Consumer experience mediated the negative effect of body information privacy concerns on adoption intention through perceived control but not through personalization or responsiveness (H6 partially supported). The R² values for the dependent variables ranged from 26% to 62%, indicating a substantial amount of variance explained by the model.

The findings support the central argument that positive consumer experiences with interactive features of avatar-based VTO services can mitigate privacy concerns related to 3D body scanning technology adoption. The strong effect of perceived personalization on consumer experience highlights the importance of providing personalized and tailored experiences. The mediating role of consumer experience underscores the need for service providers to prioritize delivering positive, immersive experiences that build trust and alleviate privacy anxieties. The finding that privacy concerns primarily impacted perceived control and responsiveness, and not personalization, suggests that focusing on user control and responsiveness mechanisms within the system design might be particularly crucial in addressing privacy-related hesitations. The partial support for the serial mediation hypothesis implies that while positive experiences can mitigate privacy concerns, this effect is primarily driven by perceptions of control within the VTO service. The study's findings contribute to both the S-O-R and privacy calculus literature by demonstrating the complex interplay between technology features, consumer experiences, and privacy concerns in the context of 3D body scanning technology adoption.

This study contributes to the understanding of consumer adoption of 3D body scanning technology within the context of VTO services by demonstrating the crucial role of positive consumer experiences in mitigating privacy concerns. The findings highlight the importance of personalization, control, and responsiveness in VTO service design. Future research could explore the influence of appearance similarity between the avatar and the user, the impact of demographic factors on privacy concerns and adoption intention, and the role of different cultural contexts in shaping consumer responses to 3D body scanning technology.

The study's limitations include the reliance on self-reported data, which might introduce potential biases. While efforts were taken to mitigate common method bias using statistical techniques, the possibility of other unmeasured factors influencing the results cannot be entirely ruled out. The study focused on a specific VTO service and a female-only sample, limiting the generalizability of the findings. Future research could explore the role of different VTO platforms and consider a more diverse sample to better understand the generalizability of the findings. The study considered a modest number of variables, and other factors, like the perception of avatar similarity, could influence the results.