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InJEBA : International Journal of Economics, Business and AccountingInJEBA : International Journal of Economics, Business and Accounting

Virtual fitting room (VFR) is a new technology that allows consumers to try on clothes without physically trying them. Although many studies have investigated VFR, few have synthesized the findings to guide businesses and researchers in understanding its impact. This systematic literature review (SLR) collates research published in the past five years, covering geographic distribution, research methods, and outcome variables. The SLR shows that most studies originate from the USA and China, employ experimental methods, and focus on usage intention/adoption as the primary outcome. The review highlights VFRs contributions to user adoption, system development, and customer experience, and notes gaps in emotional response research and geographic diversity.

The systematic review demonstrates that VFR research has yielded three key contributions.(1) insights into user adoption and purchase intention, providing designers with features to enhance engagement.(2) ongoing development of VFR systems, informing more robust, user‑friendly implementations.and (3) measurement of customer experience, indicating that positive emotional responses can boost loyalty and brand advocacy.These findings collectively suggest that advancing VFR technology and understanding its emotional impact are critical for improving online fashion retail.

Pertanyaan penelitian baru dapat difokuskan pada bagaimana faktor budaya dan demografi mempengaruhi adopsi VFR di pasar global, cara mengoptimalkan fitur personalisasi agar meningkatkan kepuasan emosional pelanggan, serta metode pengumpulan data real‑time dalam VFR untuk memperbaiki prediksi perilaku beli; ketiga arah ini diharapkan memperluas cakupan penelitian dan menghasilkan solusi yang lebih inklusif bagi bisnis fashion.

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