Body satisfaction, largely ignored in studies of online shopping for body-involved products, was examined as an antecedent variable to the virtual product experience. The purpose of this study was to investigate how body satisfaction relates to the virtual product experience and attitudinal and behavioral intentions in the body-absent, online apparel shopping environment. Data were collected through a Web-based survey, and 403 female students from a Midwestern university in the U.S. responded. Findings from structural equation modeling showed that participants with higher body satisfaction tended to perceive more enjoyment of the virtual product experience in online apparel shopping, which helped them to facilitate more positive attitude toward products and increase online purchase intention. Results indicate that body satisfaction shapes enjoyment of the virtual product experience and leads to individual differences in online apparel shopping. Managerial implications to improve virtual product experience-related strategies in online apparel shopping are proposed.
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