A Proposed Model for Virtual Fitting Room Based on Usability and Profound Emotional Elements

Syazwan Noordin, Noraidah Sahari @ Ashaari, Tengku Siti Meriam Tengku Wook


Technological advancement has evolved the way business is conducted. Companies around the globe venture into e-commerce to reach more customers apart from the traditional retails and marketing approaches. Nowadays, almost everything could be found sold via the internet regardless of size, usage, price and etc. The challenge of e-commerce channel is coming from its inability to provide a practical ways in giving the customers the sense of trying before purchase which is crucial for some product type namely clothing. This paper presents the issues in the e-commerce clothing industry, namely fitting issues and problems encountered in existing Virtual Fitting Room (VFR) applications. These issues include usability and lack of a profound emotional stimulant within existing applications. A systematic procedure of searching related literature on VFR is done based on several identified criteria from the established online repository. The extensive search result is then filtered based on the identified criteria once again to obtain the suitable model to be further studied. This study reviewed five VFR-related models, with the results confirming the issues of usability and profound emotional elements in each model.  This study also proposed a new VFR model based on the Unified Theory of Acceptance and Use of Technology (UTAUT), which consists of usability and profound emotional constructs. These elements were mainly included to solve the identified problems and to provide guidelines for a design solution, which is usable, useful, and delightful.


kansei engineering; usability; virtual fitting room

Full Text:



eMarketer, “Worldwide Retail Ecommerce Sales Will Reach $ 1 . 915 Trillion This Yearâ€

Brooks, A. L. & Brooks, E. P, “Towards an inclusive virtual dressing room for wheelchair-bound customers,†2014 International Conference on Collaboration Technologies and Systems, CTS 2014, 582–589, doi:10.1109/CTS.2014.6867629, 2014.

Jonströmer, H., Rentzhog, M. & Anér, E., “E-commerce – New Opportunities, New Barriers,†Kommerskollegium, The National Board of Trade, Retrieved from http://www.kommers.se/In-English/Publications/2012/E-commerce--New-Opportunities-New-Barriers/,2012.

Cilley, J., “Apparel & Footwear Retail Survey Report: Solving The Fit Problem,†2016.

Syazwan, N., Noraidah, S., & Tengku Siti Meriam, T.W., “Fitting Issues in Malaysia Online Clothing Industry,†PG Symposium, 2016.

Hoon Nah, F. F. & Davis, S., “HCI research issues in e-commerce,†Journal of Electronic Commerce Research, 3(3), 98–113. Retrieved from http://www.csulb.edu/journals/jecr/issues/20023/paper1.pdf, 2002.

Ioannis, P. & Kostas, K.., “Augmented Reality Platforms for Virtual Fitting Rooms,†The International Journal of Multimedia & Its Applications (IJMA), 4(4), 35–46. doi:10.1109/ICALT.2010.54, 2012.

Liu, X. H., Sze, K. Y., Jiang, C. F. & Wang, C., “Online cloth virtual fitting room based on a local cluster.†Proceedings - 2009 International Conference on New Trends in Information and Service Science, NISS 2009, (1), 139–144. doi:10.1109/NISS.2009.30, 2009.

Swatman, P. M. C. & Chin, C. Y. P., “The Virtual Shopping Experience: Virtual Presence as a Motivator for Online Shopping.†SSRN Electronic Journal, (March 2004). doi:10.2139/ssrn.630061, 2004.

Fits Me., “Fits Me,†Retrieved from http://fits.me/, 2017.

Youfitinit, “Youfitinit.†Retrieved from http://www.youfitinit.com/ 2017.

Zugara., “The Webcam Social Shopper (WSS),†Retrieved from http://zugara.com/, 2017.

Randall, G., “Fashion ecommerce : are virtual fitting rooms the silver bullet ?,†Econsultancy, https://econsultancy.com/blog/66058-fashion-ecommerce-are-virtual-fitting-rooms-the-silver-bullet/, 2015.

Syazwan, N., Noraidah, S., & Tengku Siti Meriam, T.W., “Virtual Fitting Room: The Needs For Usability and Profound Emotional Elements,†ICEEI 2017.

Sakhardande, P., Thanawala, R., “UX Maturity Model: From Usable to Delightful,†User Experience Magazine, 14(3), 2014

T.Ramaprabha & M.Mohamed, S., “The efficiency enhancement in non immersive virtual reality system by haptic devices,†International Journal Of Advanced Research in Computer Science and Software Engineering, 2(3), 2012.

Okeil, A., “Hybrid design environments: Immersive and non-immersive architectural design,†Electronic Journal of Information Technology in Construction, 15(March), 202–216, 2010.

Shahrbanian, S. & Ma, X., “Use of virtual reality (immersive vs. non immersive) for pain management in children and adults: A systematic review of evidence from randomized controlled trials,†European Journal of Experimental Biology, 2(5), 1408–1422, Retrieved from http://www.pelagiaresearchlibrary.com/european-journal-of-experimental-biology/vol2-iss5/EJEB-2012-2-5-1408-1422.pdf, 2012.

Gultepe, U. & Gudukbay, U., “Real-time virtual fitting with body measurement and motion smoothing,†Computers and Graphics (Pergamon), 43(1), 31–43. doi:10.1016/j.cag.2014.06.001, 2014.

Martin, C. G. & Oruklu, E., “Human Friendly Interface Design for Virtual Fitting Room Applications on Android Based Mobile Devices,†Journal of Signal and Information Processing, 3(4), 481–490. doi:10.4236/jsip.2012.34061, 2012.

Prajkta, P., Vaishali, S., Sonali, K. & Priyanka, D., “Towards A Next Generation Universally Accessible Online Shopping-For- Apparel,†IJARIIE, (4), 724–727. doi:IJARIIE-ISSN(O)-2395-4396, 2015.

Tengku Siti Meriam, T. W., Hairulliza, M. J., Noraidah, S. @ A., Hazura, M., Siti Fadzilah, M. N. & Normala, R., “Interaction Design Model in Virtual Museum Environment,†Asia-Pacific Journal of Information Technology and Multimedia, 5(1), 71–81, 2016.

ISO, “ISO 9241-11:1998(en),†Retrieved from https://www.iso.org/obp/ui/#iso:std:iso:9241:-11:ed-1:v1:en, 1998.

Tet Kun, C. & Sahari, N., “Utilitarian or Experiential? An Analysis of Usability Questionnaires,†International Journal of Computer Theory and Engineering, 7(2), 167–171. doi:10.7763/IJCTE.2015.V7.950, 2015.

Yu-Hui Chen, Abebe Rorissa & Carol Anne Germain, “Usability Definitions in a Dynamically Changing Information Environment,†Information Studies Faculty Scholarship, Volume 15, Number 4, October 2015 pp. 601-621, 2015

Nigel Bevan, James Carter & Susan Harker, “ISO 9241-11 Revised: What Have We Learnt About Usability Since 1998?,†Human-Computer Interaction: Design and Evaluation. HCI 2015. Lecture Notes in Computer Science, vol 9169. pp. 143-151, Springer Cham, 2015.

ISO, “ISO / IEC 25010 : 2011 Systems and software engineering -- Systems and software Quality Requirements and Evaluation (SQuaRE) -- System and software quality models,†2011.

Rajanen, M. & Iivari, N., “Usability cost-benefit analysis: how usability became a curse word?,†Human-Computer Interaction–INTERACT 2007, hlm.511–524. doi:10.1007/978-3-540-74800-7_47, 2007.

Hertzum, M., “Usability Testing : Too Early ? Too Much Talking ? Too Many Problems ?,†Journal of Usability Studies (JUS), 11(3), 83–88, 2016.

Research Collective, “The Basics of ROI in Human-Centered Design,†Research Collective, Accessed from: https://research-collective.com/blog/human-cenetered-design-roi/, 2017.

Ross Johnson, “The Roi Of Usability,†3.7 Designs, Accessed from: https://3.7designs.co/blog/2016/09/the-roi-of-usability/, 2016.

Giuseppe Fedele, Mario Fedriga, Silvano Zanuso, Simon Mastrangelo & Francesco Di Nocera, "Can User Experience affect buying intention? A case study on the evaluation of exercise equipment," Human Factors & Ergonomics Society, 2017.

Vivek Sharma, Neelam Rup Prakash & Parveen Kalra, "User Sensory Oriented Product Form Design Using Kansei Engineering and Its Methodology for Laptop Design", International Journal of Scientific Research in Science, Engineering and Technology(IJSRSET), Print ISSN : 2395-1990, Online ISSN : 2394-4099, Volume 2, Issue 1, pp.161-164, January-Febuary-2016.

Dahlgaard, J. J., Schütte, S., Ayas, E. & Mi Dahlgaardâ€Park, S., “Kansei /affective engineering design,†The TQM Journal, 20(4), 299–311. doi:10.1108/17542730810881294, 2008.

Markus Hartono, "The Extended Integrated Model of Kansei Engineering, Kano, and TRIZ Incorporating Cultural Differences into Services," International Journal of Technology (2016) 1: 97-104, ISSN 2086-9614, 2016.

Thedy Yogasara & Joshua Valentino, “Realizing the Indonesian National Car: The Design of The 4×2 Wheel Drive Passenger Car Exterior Using the Kansei Engineering Type 1,†International Journal of Technology (2017) 2: 338-351, ISSN 2086-9614, 2017.

Anitawati, “Design & Emotion : The Kansei Engineering,†1–14. doi:ISSN 2231-7473, 2010.

Mitsuo Nagamachi & Anitawati Mohd Lokman, “Kansei Innovation: Practical Design Applications for Product and Service Development,†Taylor& Francis Group: CRC Press, Volume 32, ISBN: 13:978-1-4987-0683-4, 2015.

Ishardita Pambudi Tama,Wifqi Azlia & Dewi Hardiningtyas, “Development of customer oriented product design using Kansei engineering and Kano model: Case study of ceramic souvenir,†Industrial Engineering and Service Science 2015, IESS 2015, Procedia Manufacturing 4 ( 2015 ) 328 – 335, 2015.

Mu-Chen Chen, Chia-Lin Hsu, Kuo-Chien Chang & Man-Chi Chou, “Applying Kansei engineering to design logistics services – A case of home delivery service,†International Journal of Industrial Ergonomics, Volume 48, July 2015, Pages 46-59, 2015.

Ana Hadiana, Popon Dauni & Anitawati Mohd Lokman, "Kansei Engineering Implementation in Designing User Interface for Web Based Academic Information System," International Journal of Basic and Applied Science, Vol. 04, No. 03, January 2016, pp. 42-50, 2016.

Sugoro Bhakti Sutono, “Selection of Representative Kansei Adjectives using Cluster Analysis: A Case Study on Car Design,†International Journal of Advanced Engineering, Management and Science (IJAEMS), Vol-2, Issue-11, Nov- 2016, ISSN : 2454-1311, 2016.

Taiwo, A. A. & Downe, A. G., “The Theory of User Acceptance and Use of Technology ( UTAUT ): A Meta-Analytic Review of Empirical Findings,†Journal of Theoretical and Applied Information Technology, 49(1), 2013.

Kang, J.-Y. M., “Augmented reality and motion capture apparel e-shopping values and usage intention,†International Journal of Clothing Science and Technology, 26(6), 486–499. doi:10.1108/IJCST-05-2013-0055, 2014.

Huang, N. & Qin, G., “A study of online virtual fitting room adoption based on UTAUT,†2011 International Conference on E-Business and E-Government, ICEE2011 - Proceedings, 1002–1005. doi:10.1109/ICEBEG.2011.5881681, 2011.

Venkatesh, V., Morris, M. G., Davis, G. B. & Davis, F. D., “User Acceptance of Information Technology: Toward a Unified View,†MIS Quarterly, 27(3), 425–478. doi:10.1017/CBO9781107415324.004, 2003.

Schwartz, A. M., “Augmenting Purchase Intent: An Empirical Study on the Effects of Utilizing Augmented Reality in Online Shopping,†Electronic Theses and Dissertations UC Riverside. University of California Riverside, 2011.

Yu, U., “Relationship of body satisfaction to virtual product experience and perceived risk of product performance in online and multi-channel apparel shopping, Graduate Theses and Dissertations, Iowa State University, 2009.

Zhou, L., Dai, L. & Zhang, D., “Online Shopping Acceptance Model: Critical Survey of Consumer Factors in Online Shopping†Journal of Electronic Commerce Research, 8(1), 41–62. doi:10.1086/209376, 2007.

Ventakesh, V., Ramesh, V. & P. Massey, A., “Understanding Usability in Mobile Commerce,†Communications of The ACM, 46(12), 53–56, 2003.

Min Chiu, C., Hsiang Hsu, M., Yuan Sun, S., Ching Lin, T. & Chen Sun, P., “Usability , quality , value and e-learning continuance decisions,†Computers & Education, 45(December), 399–416. doi:10.1016/j.compedu.2004.06.001, 2005.

Jakob Nielsen, “Is Poor Usability Killing E-Commerce ?,†Nielsen Norman Group,. https://www.nngroup.com/articles/did-poor-usability-kill-e-commerce/, 2001.

Onradt, U., Luckel, L. & Ellwart, T., “The Role of Usability in Business-to-Business E-Commerce Systems : Predictors and Its Impact on User ’ s Strain and Commercial Transactions,†Advances in Human-Computer Interaction, 2012(948693), 1–11. doi:10.1155/2012/948693, 2012.

Panda, S. K., Swain, S. K. & Mall, R., “An Investigation into Usability Aspects of E-Commerce Websites Using Users ’ Preferences,†Advances in Computer Science: an International Journal (ACSIJ), 4(1),65–73,2015

Anitawati, M. L., Nor Laila, M. N. & Nagamachi, M., “Kansei Engineering: a Study on Perception of Online Clothing Websites,†10th QMOD Conference. Quality Management and Organiqatinal Development., pg8, 2007.

Overmars, S. & Poels, K., “A touching experience: Designing for touch sensations in online retail environments,†International Journal of Design, 9(3), 17–31, 2015.

Wallace, S., “The State of Retail,†Online Shopping Survey, 2015.

Cheng Yee, C. & Rashad, Y., “How Customer Perception Shape buying Online Decision,†Global Journal of Management and Business Research: E Marketing, 14(2), 1–8, 2014.

Jeff Tanner & Raymond, M. A., Marketing Principles, 2012.

Syeda Quratulain, K., “Consumer Perception and Buying Decisions (The Pasta Study),†International Journal of Advancements in Research & Technology, 1(6), 1–10, 2012.

Yi Jin Lim, Osman, A., Nizam, S., Rahim, A. & Abdullah, S., “Factors Influencing Online Shopping Behavior : The Mediating Role of Purchase Intention†Vol. 35, 401–410. Elsevier B.V. doi:10.1016/S2212-5671(16)00050-2, 2016.

Nima Barhemmati & Azhar Ahmad, “Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement†Journal of Advanced Management Science Vol. 3, No. 4, 2015.

DOI: http://dx.doi.org/10.18517/ijaseit.8.6.6440


  • There are currently no refbacks.

Published by INSIGHT - Indonesian Society for Knowledge and Human Development