The objectives of this study were to investigate whether images of female bodies shown in a website influence female consumers' level of body satisfaction and to examine how these variables affect online shoppers' concerns with garment fit and size and their intentions to use a virtual try-on model. We conducted an experiment using a 2 × 2 between-subject factorial design with 249 college students. The results showed the main effects of female bodies associated with body satisfaction on female consumers' concerns with garment fit and size. We also found a negative relationship between body satisfaction and concerns with garment fit and size as well as a positive relationship between concerns and intentions to use virtual try-on technology. However, we found no significant effect of female bodies on female consumers' body satisfaction.
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