Abstract E-commerce is growing rapidly on a global scale. Among many products purchased via the Internet, clothing is the first in terms of purchase frequency. However, there are growth barriers for this product category, which include, first of all, the client’s fear of matching clothing to their own figure or complexion. This results in a high percentage of returns reaching up to 60% of transactions, which is more than that in other e-commerce sectors. One of the possible solutions to the abovementioned problem is the use of a virtual fitting room (VFR), which allows you to try on clothes in terms of size, fit, style, or color on a computer or smartphone screen. The main purpose of the article is to determine the propensity to use a VFR in the age group of generation Y. The second goal is to compare the propensity to use by type of VFR: 2D vs. 3D. The methodology is based on the qualitative exploratory approach. To conduct research, content analysis and sentiment analysis were used. The results of the study indicate that the participants of the research have an ambivalent attitude towards VFR – on the one hand, they perceive VFRs as an interesting solution for Internet users (not only generation Y). On the other hand, however, they themselves show a distance to use the VFR. The analysis also showed that a two-dimensional type of VFR based on augmented reality technology has greater market opportunities.

中文翻译：

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Y世代使用虚拟试衣间的趋势-定性研究的结果

摘要电子商务在全球范围内发展迅速。在通过互联网购买的许多产品中，就购买频率而言，服装是第一位的。但是，该产品类别存在增长障碍，其中首先包括客户担心将衣服与自己的身材或肤色匹配的恐惧。这导致高达百分之60的交易回报率很高，这比其他电子商务部门的回报率更高。解决上述问题的一种可能的方法是使用虚拟试衣间（VFR），该试衣间允许您在计算机或智能手机屏幕上试穿大小，合身，款式或颜色方面的衣服。本文的主要目的是确定在Y代年龄组中使用VFR的倾向。第二个目标是按两种类型的VFR比较使用倾向。3D 该方法基于定性探索性方法。为了进行研究，使用了内容分析和情感分析。研究结果表明，研究参与者对VFR持矛盾态度–一方面，他们认为VFR是Internet用户（不仅是Y一代）的一种有趣解决方案。但是，另一方面，它们本身也显示了使用VFR的距离。分析还显示，基于增强现实技术的二维VFR具有更大的市场机会。他们认为VFR是Internet用户（不仅是Y一代）感兴趣的解决方案。但是，另一方面，它们本身也显示了使用VFR的距离。分析还显示，基于增强现实技术的二维VFR具有更大的市场机会。他们认为VFR是Internet用户（不仅是Y一代）感兴趣的解决方案。但是，另一方面，它们本身也显示了使用VFR的距离。分析还显示，基于增强现实技术的二维VFR具有更大的市场机会。