This study utilized the unified theory of acceptance and use of technology 2 (UTAUT2) to examine usage intentions associated with virtual fitting services. Six independent variables were examined: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The study collected responses from 445 participants who had utilized virtual fitting services. Regarding factors related to usage intentions associated with these services, performance expectancy and social influence were found to significantly influence the usage intentions associated with photo-based virtual fitting services. Furthermore, performance expectancy, social influence, and habit significantly influenced the usage intention of avatar-based virtual fitting services. This suggests that higher levels of performance expectancy and social influence positively impact the usage intentions associated with both types of virtual fitting services, while habit influences only avatar-based virtual fitting services. Moreover, the findings confirm that effort expectancy, facilitating conditions, and hedonic motivation from UTAUT2 do not significantly influence usage intentions associated with virtual fitting services. By analyzing factors influencing potential customers’ virtual fitting service usage intentions, this study can suggest effective strategies to increase usage intentions for companies providing virtual fitting services. Additionally, these findings can be utilized in the formulation of virtual fitting service marketing strategies.

I.􀀃 Introduction
Ⅱ.􀀃 Background
    1.􀀎 Virtual􀀎 fitting􀀎 services
    2.􀀎 Unified􀀎 theory􀀎 of􀀎 acceptance􀀎 and􀀎 use􀀎 of􀀎technology􀀎 (UTAUT)􀀎 model
Ⅲ.􀀃 Research􀀃 Method
    1.􀀎 Research􀀎 model
    2.􀀎 Data􀀎 collection􀀎 and􀀎 procedure
    3.􀀎 Measurements􀀎 and􀀎 data􀀎 analysis
Ⅳ.􀀃 Results􀀃 and􀀃 Discussion
    1.􀀎 Characteristics􀀎 of􀀎 the􀀎 survey􀀎 participants
    2.􀀎 Results􀀎 of􀀎 exploratory􀀎 factor􀀎 analysis􀀎 and􀀎reliability􀀎 analysis
    3.􀀎 Results􀀎 of􀀎 correlation􀀎 analysis
    4.􀀎 Results􀀎 of􀀎 regression􀀎 analysis
Ⅴ.􀀃 Conclusion

• Seri Jung(Undergraduate Student, Dept. of Clothing & Textiles Design, Kyunghee University, Korea) | 정세리 (경희대학교 의류디자인학과 학부생)
• Jera Jung(Undergraduate Student, Dept. of Clothing & Textiles Design, Kyunghee University, Korea) | 정제라 (경희대학교 의류디자인학과 학부생)
• Eunjung Shin(Adjunct Professor, Dept. of Clothing & Textiles Design, Kyunghee University, Korea) | 신은정 (경희대학교 의류디자인학과 겸임교수) Corresponding author