Decoding the virtual try on adoption paradox: A dual factor model of technology readiness, resistance barriers and gender differences in sustainable online retail

Abstract

Virtual try on (VTO) is an immersive shopping tool designed to reduce product returns in online retail, yet its actual adoption remains well below consumers’ expressed interest. To explain this paradox, the study develops a dual factor person situation framework that combines Technology Readiness traits (innovativeness and optimism) as personal facilitators with Innovation Resistance Theory barriers (usage, visibility, performance risk, skepticism and inertia) as situational inhibitors. Data were collected through an online survey of 474 Indian online shoppers aged 18 to 45 who were familiar with VTO and analysed using partial least squares structural equation modelling (PLS SEM) and partial multi group analysis (MGA) by gender. The model explained 45.2 percent of the variance in use intention. Innovativeness and optimism positively predicted use intention, while visibility barriers, skepticism and inertia reduced it, with visibility being the strongest inhibitor. Usage barriers had no significant effect, and performance risk showed only a weak positive effect. Multi group analysis revealed that skepticism discouraged VTO use more strongly among female consumers, whereas inertia was the more influential barrier among male consumers. The study extends technology readiness research by showing how dispositional traits and contextual barriers jointly shape VTO adoption. For managers, the findings support clearer communication of VTO functionality, transparent disclosure of its limitations to build trust, gender specific engagement strategies, and the use of highly innovative shoppers as advocates to raise market visibility.