The Impact of True Fit Technology on Millennial Consumer Confidence and Satisfaction in their Online Clothing Purchase

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This study examines the use of True Fit® technology by millennial consumers and its impact on consumer confidence and satisfaction with respect to online sizing. In the apparel industry, there is a lack of size standards among retailers, and as a result consumers will encounter frequent size variations in their clothing size. Difference sizing technology has been developed to address the sizing issue. One is True Fit® which unlike other sizing technologies, uses mathematical algorithms to compile large amounts of data from designers. The purpose of this study was to analyze consumer confidence and satisfaction after True Fit® has been ... continued below

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Parr, Jacqueline Nicole December 2017.

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  • Parr, Jacqueline Nicole

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This study examines the use of True Fit® technology by millennial consumers and its impact on consumer confidence and satisfaction with respect to online sizing. In the apparel industry, there is a lack of size standards among retailers, and as a result consumers will encounter frequent size variations in their clothing size. Difference sizing technology has been developed to address the sizing issue. One is True Fit® which unlike other sizing technologies, uses mathematical algorithms to compile large amounts of data from designers. The purpose of this study was to analyze consumer confidence and satisfaction after True Fit® has been used to make a sizing decision while online shopping. The technology acceptance model (TAM) was used as the basis for the theoretical framework for this study. TAM explores how current advances in technology are influencing consumers' behaviors and attitudes. The variables studies included perceived ease of use, perceived usefulness, attitude, intent to use True Fit®, confidence and satisfaction. The methodology used in the study is a quantitative method consisting of an online survey and a True Fit® task, where consumers were exposed to True Fit® prior to answering questions about the use of sizing technology. The results of the study suggest the dependent variable of confidence and satisfaction with the sizing technology was positively affected by the intent to use True Fit®. Thus, it can be inferred that consumers felt positively about adopting apparel size technology and that technology such as this would have wide application in the future.

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  • December 2017

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  • Jan. 27, 2018, 7:36 a.m.

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Parr, Jacqueline Nicole. The Impact of True Fit Technology on Millennial Consumer Confidence and Satisfaction in their Online Clothing Purchase, thesis, December 2017; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc1062912/: accessed October 19, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .